George Skaff is the Sr. VP of WW Marketing at Daon, leading a global team focused on delivering impactful programs to F1000 companies for seamless cross-channel onboarding and authentication. He previously served as the GM of the Digital Line of Business at Nuance Communications and held the role of VP of Worldwide Marketing at Nuance. With over 30 years of experience in B2B SaaS, George has also held senior marketing positions at SGI, DigitalPersona, Wyse, and NEC Computers. 

From 2012 to 2018, George played a pivotal role on the LebNet board, contributing his expertise to the design of the LebNet website and spearheading the organization's marketing campaigns.

Tell us about your first roles and how they shaped you and your journey as a marketing expert

After graduating from AUB with B.E.E. in Computer Science and an MBA, I emigrated to the USA in search of the right opportunity and I landed my first job at Logitech. Throughout my tenure there, I moved through various roles starting from product support, transitioning to product marketing and eventually assuming the position of head of marketing. Following my time at Logitech, I ventured into the startup realm. 12 years later, I then joined NEC Computers. My passion for marketing was nurtured during my early days at Logitech when I was involved with the creation and introduction of innovative products. I took an active role in bridging the gap between product features and consumer needs. I quickly realized that addressing customer needs is fundamental to a company’s success.

When it comes to product marketing, what are the key tactics for launching and growing a successful product?

When launching a successful product, there is one and only one rule to keep in mind: Does your product genuinely address customers’ needs, fill a market gap, or serve as a leading indicator? Understanding the market needs is essential for companies to position themselves for a successful product launch. This knowledge will drive the development of comprehensive marketing strategies and tactics such as creating impactful website landing pages, designing compelling promotional material, executing targeted email campaigns, and more.  

What part of your job do you enjoy the most?

At this point of my career, I enjoy mentoring my staff and sharing my business expertise, enriched by real-life experiences. Having been in high tech marketing for startups and larger companies for over 35 years, I have succeeded and failed many times along the way. I have learned more from my failures than from my successes. Ultimately, if I can help someone avoid the pitfalls and failures, it makes my day. 

What part of your job challenges you the most?

I find ignorance to be my worst enemy and biggest challenge. And I am not talking about someone being ignorant on purpose, but rather not taking the time to research the topic, understand the real issues, ask the right questions, and draw the logical conclusions. I always encourage people to ask before they act. 

What is your biggest accomplishment till now?

On a personal level, I have been married for almost 40 years and, along with my wife, have raised two wonderful daughters who now have great careers of their own and make me proud every day. It’s amazing how fulfilling it is to watch your own children grow and prosper in their own world. 

On a professional level, I am proud to say that I am living the American dream. I emigrated to the US for a better life, and my background and ethnicity have helped me work hard towards achieving my goals. I feel blessed to have had the opportunity to start from scratch and be where I am today. 

As someone who has been involved with LebNet, what role do you see yourself playing in the future of this organization? 

As LebNet continues to expand, we, the senior members, have made the decision to step back and empower the younger generation to chart the course, devise effective strategies, and develop plans for LebNet’s growth. It is their fresh perspectives and innovative approaches that will enable us to engage more individuals in fulfilling LebNet’s mission of networking, nurturing, and connecting Lebanese-American professionals in the Bay Area community and beyond. While we take on a support role, we remain available to offer assistance and support to the new leadership team as needed.

Where would you like LebNet to be in the future?

It would be beneficial for LebNet to become the voice of the Lebanese-American professionals and establish ties with business communities across North America. By doing so, we can effectively promote the value and expertise, thereby enhancing awareness and recognition of our community as a whole. This forward-thinking approach will contribute to the overall growth and prominence of our community on a broader scale.