David Jack
Director - Emea Field Product Management @Citrix
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WORK HISTORY
Director - Emea Field Product Management @Citrix
EDUCATION
University of York
BEng, Electronic Engineering
ABOUT DAVID JACK
I help organisations unlock real, measurable value from technology — whether that\'s enterprise platforms, AI systems, or sustainability-driven transformation.Over 25 years, I\'ve worked at the intersection of deep technical expertise and business strategy, with a consistent focus on one question: what impact does this technology actually have on the people using it?Most recently, I\'ve been at the centre of Citrix\'s transformation from a feature-and-licence sales model to a customer value-led approach. This wasn\'t a rebrand — it was a fundamental shift in how the business engages with customers. I developed the value-based use case frameworks, end-to-end field playbooks, and \"jobs to be done\" methodologies that enabled technical field teams across EMEA to move from product-led conversations to outcome-led partnerships. The result: deeper customer relationships, higher solution adoption, and measurably improved lifetime value.Alongside this work, I\'ve been building hands-on expertise in practical AI and automation. Designing and deploying RAG (Retrieval-Augmented Generation) systems, local AI processing pipelines, and intelligent automation workflows using tools like n8n, PostgreSQL, and edge AI hardware to help me understand how the wave of AI augmented innovation can be effectively harnessed, and not just a series of pilots. My focus is on privacy-conscious, enterprise-grade solutions that deliver real productivity gains — not AI theatre.My background spans the full stack of enterprise technology: from DSP-based video processing and machine vision at GCHQ, through BT\'s first ADSL broadband rollout, IPTV and mobile video at scale, to cloud networking, application delivery, and modern AI architectures. I hold patents in session acceleration and media optimisation, and a Business Sustainability Management certification from the Cambridge Institute for Sustainability Leadership.I\'m excited to bring this combination of strategic thinking, technical depth, and customer value expertise to life — helping businesses navigate technology transformation, AI adoption, and sustainable value creation.Areas of expertise: Customer Value Strategy, Enterprise Automation, AI/RAG System Design, Go-to-Market Strategy, Technology Transformation, Sustainable Business, Application Delivery, Cloud & Hybrid Architecture
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