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60 Second Interview: Richard Ruse, JBL

Q: What is your new position, and what does it entail?

Q: What is your new position, and what does it entail?
A: My new title is director of marketing, Portable PA, and I’m responsible for new product development, sustaining product oversight, strategic marketing initiatives, marketing communications and business development of the JBL Portable PA product lines.

Q: How has your background prepared you for your new role?
A: For the past year, I was employed in the sales department here at JBL and experienced the “World of JBL Professional” through the eyes and ears of our customers. JBL is a big company that develops product for Tour Sound, Cinema, Commercial installation, Recording and Broadcast applications in addition to the Portable PA market. The sales job was a great learning experience; it helped me to understand not only the breadth of the company, but also how our customers use and perceive the product. Prior to working at JBL, I was consulting on a broad range of disciplines for smaller, engineering-driven companies in the Pro Audio/MI market and that taught me the ins and outs of entrepreneurship.

Q: What new marketing initiatives are we likely to see from the company?
A:We have some interesting new products in development that I can’t really discuss, but I can tell you the products expand the customer base for JBL and are real solutions to challenges people have with amplifying audio. On the communications front, I’d like to see us get closer to the end-users, learn from their experiences and implement a real grassroots approach to communicating the pleasure of owning and using JBL product.

Q: What are your short- and long-term goals?
A:Short-term, I’ve inherited a few projects that we need to bring to fruition, and since there’s always discovery in the process, I want to learn more about JBL engineering and the new product development process as it exists here today. In the long run, I’d love to be part of a team that marries the tremendous technology of our sister companies with the science and art of JBL. I’d like to then focus that energy on creating groundbreaking products that sound amazing, are reliable and most importantly, affordable.

Q: What is the greatest challenge that you face?
A:Number one is embracing the awesome legacy of JBL and working hard to not only live up to that standard, but also go one step further and help raise the standard; in other words, be a part of growing the legacy. With that as a backdrop, the next biggest challenge is to stay relevant to the customer. Now, more than ever, money is hard to come by, and I believe that when we put the JBL logo on a product, our customer should be truly satisfied he spent his money in the right place.