Amy Felknor

Managing Director, Strategic Alliances

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Amy Felknor is Senior Managing Director of Strategic Alliances at Generational Equity, LLC, leveraging decades of marketing and entrepreneurial experience to cultivate partnerships and expand the firm’s impact.

Amy Felknor leads Generational Group’s Strategic Alliances and PCG public relations function, forging
partnerships that expand the firm’s reach and enrich its services to private business owners. Amy works with
industry partners, professional associations and investors to promote the firm’s executive conferences and
client-education programs. By connecting organizations whose strengths complement one another, she helps
create the kind of cooperative relationships that enable each party to achieve objectives while remaining
independent.

Before joining Generational, Amy founded Little Castle Furniture, Inc., where she identified an untapped niche in
the juvenile furniture market and transformed the company from a start‑up into a $25 million national brand
with hundreds of retail partners and extensive media coverage. She later advised nonprofits, universities and
B2B/B2C companies on growth strategy, CRM segmentation and implementation, public relations and
marketing. While completing an Executive MBA at Southern Methodist University’s Cox School of Business, she
also served as a Marketing Specialist for SMU’s Department of Alumni Relations, where she led SMU’s Annual
Giving Day and achieved record-breaking donor revenue.

Amy brings more than twenty years of experience in marketing, public relations and growth strategy. She is
passionate about blending data-driven insight with authentic storytelling to build trust and foster enduring
relationships, both within the Generational Group community and among the firm’s external partners.