Kit Geis loves negotiating, perhaps never as much as when in 2000 she went from marketing director at the New York Mets to Genesco and had to finish buying a sponsorship for Pepsi she began selling for the team. Of course, she completed it without incident, a testament to the boundless zeal and dedication she brings to any assignment. “She’s the most important woman in my life I’m not related to,” jokes Genesco CEO John Tatum. “Seriously, she’s my MVP: most valuable and most versatile.’’ After the Mets, Geis established Genesco’s East Coast office, “starting in my basement,” she said, and helped make it one of the country’s top sports agencies through a heady mixture of guts, guile and marketing acumen. “An agency has to make itself indispensable,’’ Geis said. “That means finding what allows a brand to work best with a property and executing supporting retail promotions. For Pepsi, [it’s] viewing occasions that are reasons to stock up. For Verizon, it’s all information-based. The secret is finding that link.”