About Us

Who We Are?

JLA Advisors is a boutique firm offering our clients a comprehensive end-to-end set of services, from strategy development, technology architecture design and execution, to software operational excellence, with an emphasis on innovation.

Our principals each have 20+ years of experience in strategy and technology transformation both as senior executives in operating companies, and as consultants and change agents. We help companies capitalize on the latest technology trends, capture cool and succeed in ways they would never expect.

Why Choose JLA Advisors

We’ve been in Silicon Valley for 20 years, and we believe that business and technology are about innovation and evolution. We bring our depth of experience and that core philosophy to every aspect of our work. We can work with companies to do things that others would never think to do. We also help large-scale companies get up to speed on the latest technology. We can do this because we were founded by a technology visionary, and we’re staffed by people who are experts in their fields.


Projects Completed


Years Experience



Founder & Managing Partner

John Trobough is an experienced strategic consultant and executive coach. He works with his clients to take advantage of the latest technologies and applications to generate new intellectual property, boost revenue, and escalate shareholder value. An innovative and astute business leader with domestic and international expertise, John uses foresight and imagination to drive creation of unique products and market strategies.

Recognized by the White House with appointment to the prestigious President’s Innovation Fellowship program as a Silicon Valley technology pioneer in the global digital revolution, John is a dynamic leader with a strong track record in wireless Internet of Things (IoT) applications and devices, cybersecurity, big data analytics, and Cloud- and Software as a Service (SaaS)-based applications. He collaborates with top innovators in government on cybersecurity projects. John was the president of Narus, a wholly owned subsidiary of The Boeing Company. He held executive positions at Q Networks, Openwave Systems, Sylantro Systems, AT&T, and Qwest Communications. John holds a B.S. in Business Administration from Washington State University and is a graduate of the Stanford School of Business.

Managing Partner

Bob has more than 25 years of high technology and telecom experience ranging across a wide variety of senior leadership roles in strategy consulting, business development, and finance. He joins JLA from inCode, Ericsson’s strategy consulting arm in North America, where he led the business as the General Manager and focused on 5G/IoT, cybersecurity, software-based businesses, and monetizing cutting-edge technologies. Prior to inCode, Bob held several senior management and strategy leadership roles in a series of entrepreneurial ventures ranging from CFO of an internet marketing services firm to VP of Strategy and Product Management for a start-up communications service provider.

Previously, Bob was Corporate Strategy and Business Development Vice President for AT&T, where he was deeply engaged in a wide variety of strategic efforts including joint venture and partnership development, and M&A activities. Bob began his career at the Boston Consulting Group, assisting major telecom and technology-focused corporations craft their strategies. Bob holds an MBA from the Harvard Business School and a BS in Electrical Engineering from the Massachusetts Institute of Technology.

Managing Partner

Jorge is a Managing Partner of JLA Advisors and has more than 25 years of telecommunications experience directing projects for wireless and wireline telecommunications carriers, equipment manufacturers, cable MSOs, and private equity companies in areas of wireless technology, corporate strategy, and wireless solutions. Prior to joining JLA, Jorge was Head of Strategy & Planning for Ericsson’s Digital Services unit in North America, and previously VP/GM of inCode Consulting (division of Ericsson Inc.).

In addition, Jorge was also Director of the Transportation Practice for Vytek, co-founder of Extendea, and Associate Director of International Development for BellSouth Mobile Data. He also was a Senior Manager in the Communications Industry practice at Deloitte Consulting, where he led projects in strategy and business development for many of North America’s largest telecom companies. Jorge began his career at Booz, Allen & Hamilton as a technology consultant working on federal communications survivability projects. Jorge holds an MBA from Duke University’s Fuqua School of Business, a BSEE from the University of Virginia, and is a CFA Charterholder.