Gena Morgan specializes in advancing the adoption and application of GS1 Standards to support supply chain visibility, data quality, and operational efficiency. As Vice President of Standards at GS1 US, she leads cross‑functional collaboration with members, solution providers, and industry partners to ensure standards are practical, scalable, and aligned with real‑world needs. Known for translating complex requirements into clear, actionable guidance, she brings a strong customer‑focused and collaborative approach to modernizing the standards ecosystem.