Strategy Expert

Positioning Strategy
Product Marketing & Design
Spokesperson
Launch Team Management
Executive Team Experience

JJ has over 20 years of creative and marketing successes in the high-tech, music, advertising, and TV industries.
He has also witnessed and learned from many marketing failures.

He is a gifted “marketing and spin master” whose PR efforts have generated hundreds of favorably written articles and whose products have brought in revenues totaling more than $300 million.

JJ has a great passion for using his expertise to figure-out product strategy, and in “finding the key positioning hook” to successfully launch products, services or other causes.

He is aggressively competitive and works cunningly and tirelessly to adjust what’s needed to win the campaign.

Key Accomplishments:

Norton Desktop for Windows
Software product for Symantec Corp. 1990 - 1995

JJ originated the concept, successfully lobbied management, drove the design team, and created the marketing campaign, to launch this major hit for Symantec.
Throughout the product’s life cycle JJ staved off the competition to maintain its status as the 1st place seller in its category, and dominate 80% of the marketplace. It generated over $100 million for Symantec.

PhoneDisc
CD-ROM for Digital Directory Assistance
(Now US Search) 1994-1996

DDA developed and published the leading series of CD-ROM national and regional phone directories. They are called PhoneDisc.
JJ successfully positioned the PhoneDisc CD-ROM product as the market leader through aggressive PR and channel sales efforts, and consumer oriented packaging.
PhoneDisc sustained market leadership in its category until the company was profitably acquired in 1996.

First Aid
Software product for CyberMedia Inc.
(Now Network Associates) 1996-1998

JJ took over a damaged and buggy product that was selling well but had high returns and bad press, and turned it around in six months into a major software hit.
He shifted the negative perception of the product to it becoming the darling of the press, winning awards, and receiving high customer satisfaction.

Again, JJ was able to outsmart aggressive competitive product launches from Symantec, Network Associates, and several other smaller companies. FirstAid, the flagship product for the company, maintained its 1st place position, selling over 120,000 units a month, and generated close to $90 million for CyberMedia.
Strategically, he managed the entire First Aid business and product line, which comprised 80% of the company's revenue and which helped CyberMedia to do a successful IPO.