Q: What is your new position, and what does it entail?
A: Executive VP. My primary function at Ashly is design, build and execute a growth strategy. I have R&D, Marketing and US Sales reporting to me, which allows me to have regular touch with all ends of the customer experience.
Q: How has your background prepared you for your new role?
A: From an audio perspective, I have been with Altec Lansing, JBL and Renkus-Heinz as well as having run my own pro audio management consulting company called PD Squared. I also founded and managed an analytics software company for 10 years and was with other software startups. This gives me good perspective on both audio and software technologies—of which the convergence of is the future of our business. I have also built and implemented product development methodologies and processes that will serve Ashly quite well.
Q: What new marketing initiatives are we likely to see from the company?
A: We are now and in the future communicating a message about the solutions we offer to a number of verticals, including hospitality, house of worship, education and corporate. For those that don’t know Ashly, we need to gain visibility on the simplicity of our solutions and the quality of our products and support. In addition, we will be getting the message out there about Made in the USA, as more than 90 percent of our products are made in the great state of New York.
Q: What are your short- and long-term goals?
A: Short term, we will step up our reach into customers, consultants and integrators through new support initiatives, digital media, education and increasing executive-level relationships. Long term, we will be delivering specific Ashly solutions that integrate technology and simplicity, directly targeted at customer applications that solve business problems for designers, integrators and end customers.
Q: What is the greatest challenge that you face?
A: Today is an age of great companies in the Pro AV market. So our biggest challenge will be to become great in all five pillars of our business—Product, Support, Sales, Marketing and Operations—in order to grow and convince non-Ashly customers to consider giving us the opportunity to be a new partner in their success. This still requires some great focus on key initiatives over the short and long term.