George Gerba

George Gerba is an experienced professional currently serving as an Experience Consultant at the Entertainment Technology Center (ETC) at USC since February 2009, focusing on character motivational systems and the development of a Universal Character Model. Gerba also leads gx2, a consultancy established in 2009, where work primarily involves confidential projects across various disciplines. Previously held significant roles at Walt Disney, including VP of Strategic Initiatives, where efforts included developing an experience framework for Disney's premier event, and VP of Strategic Infrastructure, advocating for innovation in digital technology processes. With additional experience in product and development roles across several Disney entities, including Disney Televentures and Walt Disney Imagineering, Gerba has significantly contributed to the conceptualization and realization of entertainment experiences and technology advancements. Early career work included managing operations for the Los Angeles Festival and leading design teams that developed major theme park concepts and innovations in animation processes.