Gene Couch has spent decades at multiple higher education facilities, primarily in leadership roles. As president of Virginia Highlands Community College, Gene Couch oversaw 70 academic programs serving more than 4,500 students.

After announcing his retirement from Virginia Highlands he finished out his contract by serving as the special advisor to the chancellor for the Virginia Community College System . After his retirement from the Virginia Community College System , he became president of the Virginia Business College. In this position, he oversees state certification of the nonprofit college’s degrees, among other duties.

He has previously served on the board of several organizations, including the Higher Education Research and Development Institute. Working with the Council of Virginia Presidents, he sat on the group's advisory council for two years.

Gene Couch has received a number of accolades during his career, such as being named to the Hall of Fame at East Tennessee State University, where he earned his EdD.

Dr. Couch has been the keynote speaker at numerous events, including several at Virginia Highlands Community College.