Danyel Surrency Jones
Fairview,Texas
Summary
Transformational leader with enterprise and entrepreneurial experience driving sustainable business models through strategic planning and execution. Proven expertise in customer acquisition and market expansion, leveraging experience with Fortune 100 companies and successful startups. Committed to leadership and results-oriented excellence, shaping a lasting legacy in organizational culture.
Overview
29
29
years of professional experience
Work History
Founder & Principal
DSJ Strategy Group
Dallas, TX
07.2013 - Current
- Customer Acquisition & Market Expansion: Lead go-to-market strategy and growth planning for early-stage and scaling companies, facilitating customer acquisition, category entry, and market expansion.
- Strategic Business Architecture: Designed enterprise frameworks and operating models aligning product, brand, and revenue strategy, enabling organizations to transition from concept to scalable market positions.
- Brand & Category Strategy: Advised on brand positioning, storytelling, and category creation—helping companies define differentiated market presence and connect with culturally relevant audiences.
- Commercial Partnerships & Capital Strategy: Structured strategic partnerships and sponsorships, aligning capital to support growth and distribution, enhancing long-term enterprise value.
- Executive Advisory & Thought Leadership: Partnered with executive teams and boards to translate vision into actionable strategy, including business model design, commercialization planning, and organizational alignment.
- DSJ Strategy Group is a global strategy and commercialization firm advising founders, investors, and executive teams on how to architect, launch, and scale modern enterprises across sports, technology, healthcare, entertainment, and consumer sectors.
Head of Small Business
Amazon WW Stores
Remote: Seattle
11.2022 - 10.2025
- As an executive within Amazon and Head of Undiscovered Small Businesses, led strategy and execution for a key growth segment focused on identifying and scaling high-potential (<$50M revenue) small businesses across hardlines and soft lines categories within the retail flywheel.
- Growth & Brand Strategy: Owned end-to-end strategy to increase discoverability, customer engagement, and conversion for emerging brands—embedding small businesses into Amazon's retail flywheel across search, merchandising, and marketing channels.
- Led Amazon's Small Business Classification Management system, tagging 70K+ sellers to enable precision targeting across merchandising, advertising, and trust signals—enhancing inclusion in high-visibility customer experiences.
- Full-Funnel Execution & Creator Ecosystem: Partnered across Amazon Ads, Creators, Amazon Live, Amazon Music, Supplier Development, Public Policy, and Brand Innovation Lab to integrate small businesses into full-funnel campaigns—connecting content, creators, and commerce to scale brand exposure.
- Directed merchandising and integrated marketing strategy for high-impact cultural campaigns including Prime Day, Small Business Month, Women's History Month, Black History Month, and Oprah's Favorite Things—utilizing homepage, search, and storefront placements to increase traffic, engagement, and brand growth.
- Strategic Partnerships & Cultural Relevance: Built and activated partnerships with American Express, Meta, U.S. Black Chambers, Congressional Black Caucus, Hearst, Springboard, NBA/Think450, and the 15 Percent Pledge—expanding reach, enhancing brand credibility, and driving culturally relevant engagement at scale.
- Led growth strategy for small business segment within Amazon Worldwide Stores, managing a portfolio representing ~$52B in sales—driving brand visibility, demand generation, and marketplace expansion.
Founder & CEO
POWERHANDZ Inc.
Dallas
07.2013 - 11.2022
- Capital Strategy & Exit: Raised $3M+ in growth capital, including a successful crowdfunding campaign, and led the company through a tender offer and strategic merger, resulting in a successful exit and enterprise value realization.
- Brand & Growth Strategy: Led brand development and go-to-market strategy, positioning POWERHANDZ within culturally relevant moments across sports, music, and athlete-driven storytelling, resulting in increased adoption among youth, amateur, and professional athlete communities.
- Global Expansion & Distribution: Built global supply chain and distribution infrastructure, scaling into 180+ countries and securing partnerships with major retail channels including Amazon, Champs, Walmart Marketplace, and Target.
- Strategic Partnerships & Cultural Ecosystem: Developed partnerships across sports, music, and fitness ecosystems, leading brand collaborations and market activations such as PUMA x Foot Locker and Hennessy x NBA collection. Established a creator-driven marketing ecosystem for football and basketball trainers, scaling a network of 250+ creators, athletes, and trainers, achieving 80M+ impressions.
- Market Expansion & Audience Growth: Expanded into new segments including female athletes and performance lifestyle categories, broadening audience reach and strengthening brand positioning across emerging consumer markets.
- M&A & Operational Leadership: Acquired two complementary companies to strengthen product and distribution capabilities while building and leading cross-functional teams across product, marketing, and operations, including oversight of global manufacturing partners.
- Product Innovation & IP Development: Built and expanded a defensible IP portfolio with multiple patents and launched differentiated product lines, including custom athlete collaborations that strengthened brand credibility and market positioning.
- Built and scaled POWERHANDZ into a globally distributed sports performance and consumer brand at the intersection of sports, music, community, and fitness culture—driving brand growth, athlete adoption, and enterprise value from concept through successful exit.
Regional Sales Director
Medtronic: Surgical Technologies Division
07.2009 - 07.2013
- Led a multi-state commercial organization across TX, OK, CO, NM, and KS, with full P&L ownership for ENT, Neurosurgery, and Navigation/Imaging portfolios. Directed Area Managers and Clinical Specialists to drive revenue growth, margin performance, and market expansion across health systems, GPOs, and federal channels.
- Delivered $24M in annual revenue with 14% YoY growth, achieving 106.7% to plan (FY13) and earning Quota Buster + Sales Excellence Awards.
- Expanded enterprise health system penetration, leading C-suite sales strategy across major GPOs and IDNs, including HCA corporate accounts.
- Generated $520K incremental revenue through HCA Power conversion initiatives, enhancing contract utilization and system adoption.
- Redesigned go-to-market structure, launching a hybrid Area Manager model to penetrate underserved markets—resulting in #1 region performance and Sales Excellence Award.
- Established data-driven sales infrastructure, utilizing analytics for territory design, pricing strategy, and market expansion; appointed to Product Family teams with marketing, R&D, supply chain, and operations.
Head of Global Accounts
Medtronic: Surgical Technologies Division
Jacksonville, Florida
07.2006 - 07.2009
- Led global enterprise accounts and business development strategy across U.S. and international healthcare systems, IDNs, and GPOs—owning complex contract negotiations, pricing governance, and multi-year revenue strategy. Advanced the commercial model from transactional sales to structured, system-level partnerships by aligning product, service, and pricing architecture to drive adoption and long-term value.
- Drove enterprise revenue growth by structuring high-value agreements, including a $28M sole-source contract with HPG, delivering 16% YoY growth over the first two years.
- Expanded government channel revenue by negotiating and launching a federal partnership agreement, generating $6M in incremental revenue and 19% YoY growth.
- Built scalable account management infrastructure, partnered with sales and operations to design business models for IDN engagement and strategic account expansion, increasing operational effectiveness and client satisfaction.
- Managed international partnerships, including European wholesale and kit-packing strategies, expanding global distribution and revenue channels.
Director, Sales Training and Development
Medtronic: Surgical Technologies Division
01.2004 - 01.2006
- Architected national sales enablement strategy, implementing Miller Heiman methodology and standardized competency frameworks to improve commercial execution and clinical credibility.
- Launched a national Field Trainer program, accelerating onboarding, strengthening product launch readiness, and reducing ramp time across regions.
- Led training strategy for national sales meetings, product launches, and annual conferences, aligning field execution with commercial priorities.
- Built and led enterprise-wide sales and clinical education infrastructure in regulated medical device environment, aligning training strategy with revenue performance and product adoption.
- Developed clinical education models across ENT and surgical therapies, equipping sales teams with deep knowledge of anatomy, pathophysiology, and procedural techniques to drive adoption.
- Built digital sales infrastructure, including an ENT sales portal and inventory management tools, improving field access, operational efficiency, and sales productivity.
Marketing Director
SourceOne Healthcare Technologies
09.2003 - 08.2004
- Oversaw marketing functions including product management, market research, market development, supplier relations, advertising, and promotions to align strategies with business objectives.
- Successfully led national roll-out of 7 new products, increasing total sales by 35%.
- Managed promotional programs, developed sales tools, supported sales process, and negotiated reseller agreements with key suppliers (Kodak, Agfa, Konica, Fuji, Orex, Sony) to enhance market share.
- Developed a sales and telemarketing Rad/CR/PACS Program to target over 5000 Orthopedic accounts.
- Negotiated and developed strategies for 10 key vendor agreements totaling $500M.
- Managed $100M digital equipment line– CR (Computed Radiography), Laser Systems.
- Led supplier rationalization initiative consolidating 4,000 vendors, coordinating with IT and supply chain to streamline operations and reduce complexity.
- A $1.3 Billion Platinum Equity Company headquartered in Mentor, Ohio, Is the leading provider of imaging equipment, radiographic supplies and services tailored to healthcare facilities including those transitioning to a digital imaging environment. Resulting from the merger of Philips Medical Systems, Picker Healthcare, Marconi Medical and Diagnostic Imaging, Inc.
Director, Integrated Marketing Communications
SourceOne Healthcare Technologies
06.2002 - 09.2003
- Led team in launching company website and E-business strategy, securing $40M in transactions.
- Assisted in successfully launching 2 major Women's Health equipment lines, iCAD Mammography Computer Aide Detection and Planmed Breast Positioning System, increasing revenues by $2.5M.
- Developed structure and hired IMC team members for Product and Training Integration, Tradeshows/Events, E-Business, PR/Advertising, and Service and Support Program, enhancing operational effectiveness.
- Created and managed a $3.5M marketing budget.
- Launched new corporate image for suppliers and employees, achieving 30% increase in satisfaction.
- Honored with 1st Marketing Leadership of Excellence Award, recognizing exceptional marketing performance.
Director, Private Label Products – ImagePlus
SourceOne Healthcare Technologies
04.2001 - 06.2002
- Implemented growth strategy that increased ImagePlus sales from $36MM to $40M in one year.
- Developed and coordinated $15M ImagePlus Kodak conversion with cross-functional teams, enhancing product alignment and market presence.
- Created first telemarketing effort targeting bundled program (white box film, service and accessories) to veterinary and chiropractic offices, generating $456K in service and white box sales at 50% gross margin.
- Conducted national training program and developed launch materials for 3 new product lines – Summit Radiographic Equipment, Technoaide Shelves and Cabinets, Private Practice White Box Film.
Medical Account Executive
02.1997 - 04.2001
- Increased brand presence and revenues by growing a $250K start-up territory to $2.2M.
- Conducted targeted sales efforts with Kodak, GE, Fuji, Agfa, and Hologic, identifying and capitalizing on sales opportunities, resulting in recognition through Agfa and Kodak distributor sales awards.
- Managed distribution of radiographic pharmaceutical supplies and equipment (bone densitometry, CT, mammography, barium, film) across alternate care facilities and hospitals in Dade and Broward County, ensuring optimal supply levels to meet diverse client needs.
Education
Wharton Executive Marketing Leadership Program -
Wharton
Penn, PA06-2004
MBA - Marketing
Florida International University
Miami, Fl02-2001
Bachelor of Science - Health Services Administration
University of Central Florida
Orlando, Fl12-1996
Skills
- Customer acquisition
- Growth strategy
- Market expansion
- Brand development
- Financial management
- Organizational leadership
- Strategic business architecture
References
References available upon request.
Associations And Awards
D CEO — Top Women in Technology, WNBA Dallas Wings — Nancy Lieberman Award, Ernst & Young — Entrepreneur Of the Year Finalist, Black Enterprise — Amazon Business Superhero (Cover Feature), TEDx Speaker, The Root - Top 100 Leaders, Board Member — Brian Dawkins Impact Foundation, Board Member- The Marcus Graham Project, Advisory — Dallas Sports Commission, Executive Board Member — Junior Achievement
Timeline
Head of Small Business
Amazon WW Stores
11.2022 - 10.2025
Founder & Principal
DSJ Strategy Group
07.2013 - Current
Founder & CEO
POWERHANDZ Inc.
07.2013 - 11.2022
Regional Sales Director
Medtronic: Surgical Technologies Division
07.2009 - 07.2013
Head of Global Accounts
Medtronic: Surgical Technologies Division
07.2006 - 07.2009
Director, Sales Training and Development
Medtronic: Surgical Technologies Division
01.2004 - 01.2006
Marketing Director
SourceOne Healthcare Technologies
09.2003 - 08.2004
Director, Integrated Marketing Communications
SourceOne Healthcare Technologies
06.2002 - 09.2003
Director, Private Label Products – ImagePlus
SourceOne Healthcare Technologies
04.2001 - 06.2002
Medical Account Executive
02.1997 - 04.2001
Wharton Executive Marketing Leadership Program -
Wharton
MBA - Marketing
Florida International University
Bachelor of Science - Health Services Administration
University of Central Florida