Potomac Falls Group

The Potomac Falls Group is a “resource-management” organization. In addition to our “core consultants” we assemble unique teams of specialized consultants with targeted expertise for each consulting assignment. This enables us to maintain low overhead, to access the best experts in the industry and to serve our clients efficiently and cost-effectively.

Please read the bios of our Core Consulting Team:

Scott R. Johnston
President

Scott Johnston has over 21 years’ experience as a marketing and business development executive. He has demonstrated superior results in designing, organizing and profitably executing successful company and division start-ups and turnarounds, employing the precise blend of financial and operational controls required to achieve the client’s objectives. This spectrum of experience is the foundation of The Potomac Falls Group's unique "Total Company Solution" approach to corporate performance consulting. Under Mr. Johnston’s leadership, PFG experts not only develop strategies to help clients engage the whole organization in achieving growth, but also spearhead the execution of these strategies.

Mr. Johnston has negotiated domestic and international partnerships with Fortune 100 companies including major banks, insurance companies, associations, and other affinity organizations. While at HealthExtras, Mr. Johnston's efforts leveraged the endorsement of spokesperson Christopher Reeve, helping realize a revenue increase from $1,020,000 to over $220,000,000 in just three years, resulting in a successful IPO. He negotiated strategic partnerships with JCPenney Direct Marketing Services and Sears Life Insurance Company resulting in 815,000 new memberships and over $72,000,000 in revenue in just 2 years.

His work with AARP included strategic analysis, contract negotiations, performing due diligence, and implementation of a new discount benefits program for 35 million AARP members. Additionally, Mr. Johnston has expertise in developing comprehensive financial models for major marketing campaigns resulting in strategic deployment of marketing dollars for maximum sales and profitability. He is particularly adept at leveraging celebrity endorsements, having worked with a number of well-known personalities, including Christopher Reeve, Robert Allen, Fran Tarkenton, Carleton Sheets, and others.

Mr. Johnston has consulted to or negotiated business and marketing programs with American Express, Citibank, Chase Manhattan, Globe Life Insurance Company, National Federation of Independent Business Owners, AARP, Travelocity, InPhonic, PeoplePC/Earthlink, and Blockbuster. He received a Bachelor of Science in Business Administration, Marketing from the University of Delaware.

W. Emerson Brantley III, B.A. MCL, CME

Emerson Brantley has over 27 years’ experience in marketing and finance with companies in the US and the UK. His accomplishments include the achievement of 1500% corporate growth, two Inc. 500 listings, an IPO and a successful merger. Mr. Brantley has extensive experience in strategic marketing and seminar and training program development.

Mr. Brantley has online experience dating back to the beginning of the Internet. Using every media, he has specialized in creating cost-effective ways to "push" more prospects to companies, drive more traffic to their websites, and to generate more dollars per customer. He developed his original “Cash Flow Generator” concept into the longest-running lead-generating infomercial in history. He has authored several industry books including "The Maxims of Marketing," "Internet Profits Now," a guide to creating successful, profit-generating e-commerce programs; and "How It Gets Done," an industry guidebook for developing marketing operations.

His industry experience incorporates Fortune 500 companies, as well as non profit organizations and includes companies like Fruehauf Corporation, Emery Worldwide, SDI Wealth Institute and Bronz-Glow Coatings Corporation. Mr. Brantley holds a Bachelor of Arts from Florida State University and is a Certified Marketing Executive and a member of Who's Who of Business Leaders Worldwide.

Dana Johnston

Dana Johnston has over 20 years' experience as a marketing and business development professional. Ms. Johnston has helped high-tech companies go to market, create partnerships and position themselves positively to their key audiences. She has focused efforts on target market development and testing, value proposition creation, customer list creation and profiling, target marketing program development and execution to reach key customer segments. Ms. Johnston has also worked with numerous small businesses on key projects to drive their business to the next level.

Additionally, Ms. Johnston has experience in competitive analysis and research, message development, product and company positioning, presentation content development, internal (sales and employee) communications, brand development, media buying, industry analyst consultation, marketing and PR agency searches and management.

Ms. Johnston's background includes a wide variety of industries, including technology, banking and healthcare. She has worked with companies ranging from Barnett Bank (Bank of America) to AT&T Wireless Services, to Mercy Health Plan and eStara. Ms. Johnston holds a Bachelor of Science degree in Marketing from College of New Jersey and an MBA from Rutgers University.

Jason Underwood

Jason Underwood brings a blend of financial and operational expertise to serve the business interests of his clients. Focused on ensuring operational efficiencies and financial acumen for his clients, Mr. Underwood helps his clients attain the next level of financial reporting, analysis, forecasting and planning. On the operational side, he enables clients to closely examine and refine best practices and business processes and move toward operational excellence.

Mr. Underwood leverages experience in the healthcare and insurance industries. He served as the vice president of pharmacy benefit management (PBM) operations for HealthExtras, a leading PBM and insurance company, helping them with the integration of disparate operational and financial systems. Prior to this within the company, he served on the finance side as corporate controller and associate vice president, participating in the process of raising $60M in the company’s IPO and performing due diligence for the company’s acquisitions.

Prior to HealthExtras, he worked in the healthcare industry for PHP Healthcare, a managed care organization. He was responsible for operational and financial planning and reporting for 35 primary care and specialty facilities, and focused on the improvement of health center profitability and efficiency.

Mr. Underwood received his Bachelor of Science degree in finance from Pennsylvania State University.

Paul Zuromski

Paul Zuromski has over 30 years experience in acquisition and divestiture negotiations, product acquisition and development, financial management and cost containment. His experience has included both business-to-business and business-to-consumer companies.

Mr. Zuromski has also served as a turnaround and funding source specialist. His expertise includes developing business concepts, as well as operations management. He is skilled at finding new business opportunities for clients and created a direct marketing division for a client that resulted in first year sales of over $5 Million.

Mr. Zuromski has industry experience that includes publishing, sports marketing and technology for companies that include Island Publishing, Inc., Ashland Chemical, PGA, NASCAR, ESPN and The Golf Channel. He holds a Bachelor of Arts from Providence College.