James Russell

Co-Founder

Evanston, Illinois, United States

About

I like to grow stuff. Plants. Ideas. Skills. Teams. Companies. I’m drawn to the intersection of strategy, complex systems, and user experience, with a focus on how emerging technology can make life better. I’ve helped companies navigate AI strategy, enterprise digital transformation, and brand reinvention, and I’ve worked across enough industries to always have plenty of useful analogies to draw from. I love solving meaningful problems, and I’m always up for riffing on something interesting.

Experience

  • Co-Founder at Luce Labs
    May 2025 - Present · 1 yr 2 mos

    Early stage startup developing IRIS, the world’s first chef-grade digital farming platform.

  • Founder at Riff Digital
    Jun 2022 - Present · 4 yrs 1 mo

    Riff Digital is a digital strategy, design, and development firm that uses business strategy, design thinking, and startup methodologies to help clients quickly develop real answers to their toughest challenges.

  • VP Strategy, Explore at Advantage Solutions
    Dec 2023 - Apr 2025 · 1 yr 5 mos

    Brought in as part of a corporate turnaround initiative to create and lead Explore, Advantage's AI transformation team. Responsibilities included defining the AI technology strategy, identifying business opportunities and prioritizing use cases, running technology POCs and business pilots, managing the AI innovation pipeline, and leading strategic partner scouting and engagement. Achieved 100% of FY 2024 KPIs. Transitioned from consultant to full-time executive role in April 2024.

  • Sr Strategic Innovation Executive, Elevate Data Driven Innovation at Elastic
    Jul 2021 - Jun 2022 · 1 yr

    Founding member of Elevate, Elastic’s data-driven digital innovation team chartered with leading engagements for the C-suites of Elastic’s most important customers. Led client engagements and the development of the team’s value proposition, offerings, methodology, and POVs.

  • Senior Director, Ignite Strategic Innovation at Salesforce
    Jan 2016 - Feb 2021 · 5 yrs 2 mos

    Ignite is Salesforce’s strategic innovation and design thinking team chartered with leading engagements for the C-suites of Salesforce’s most important customers. Managed strategists in the Central/East region as a Strategy Capability Lead.