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ImageWare Appoints Vice President, Go-To-Market and Portfolio Strategy

ImageWare Systems, Inc., a leader in biometric identification and authentication, is pleased to announce the appointment of AJ Naddell to the newly created position of Vice President, Go-To-Market and Portfolio Strategy effective January 18, 2021.

Naddell collaboratively and strategically develops powerful, revenue-driving go-to-market programs. His specialty sits at the convergence of Product Management, Marketing, Product Design, Sales and Customer Success. He will work closely with the marketplace to help ensure ImageWare’s delivery of existing mission critical offerings, as well as driving future customer needs.

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Naddell joined IBM in 2017, where his most recent position was Program Director of Product Management-AI Applications. In that role, he led the effort driving transformation and modernization within a 30-year-old portfolio of products, infusing AI (Artificial Intelligence) and IoT (Internet of Things) into the legacy solutions to help optimize customer’s operations.

He was responsible for launching several complex AI solutions. One of which was completed within 90-days from ideation, design, development, then closing the first deal within only 15 days from launch. One year from launch, this product has double digit customers and has delivered significant revenue.

Prior to IBM, Naddell led electric truck Sales and Business Development in North America for BYD, a China-based leader in the electric vehicle space. He drove considerable business for BYD’s new heavy duty electric trucks with customers such as Pepsi Frito-Lays, Port of Los Angeles & Long Beach, CA., Port of New York/New Jersey, and others.

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Naddell is a graduate of Washington University in St. Louis with a Bachelor of Science in Business Administration. Before turning his focus in business, Naddell studied biomedical engineering and systems engineering with a focus in pre-med, while conducting research in oncology and stem cell biology at the Washington University School of Medicine in St. Louis.

Kristin A. Taylor, Chair, President and CEO of ImageWare, said, “We are thrilled to welcome AJ to the ImageWare team. I know from my years of experience working with him what a talented, focused and driven individual AJ is. He will work closely with Engineering, Product Management and Sales.

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“AJ and his team have already begun to develop key messaging and sales collateral in preparation of our successful launch of enterprise products into the market on February 1, 2021. He will then shift his focus to Law Enforcement/Public Safety, and towards the end of the year, turn to our biometric smart badge technology.”

Naddell said, “I’m truly excited by the value and market potential of ImageWare’s biometric authentication and identification technology. Cybersecurity is a hugely important, burgeoning sector – and the opportunity to join the Company’s talented leadership team and help drive the Company’s market success is the next important challenge I look forward to conquering.”

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