Geof is the founder of vrtx, an advisory firm focused on enabling transformation in higher education. Geof helps institutions use technology to achieve their best outcomes, with particular focus on the digital student experience and its enablement via customer experience technologies.

Geof previously served as the Vice President of Higher Education Development at Oracle where he was responsible for helping institutions use modern digital technologies to enable institutional transformation, ensuring that their journey from on-premise to on-demand applications delivers the most value. Prior to that, Geof served as the Deputy CIO and Associate Vice Provost for Information Technology at Johns Hopkins University. Widely recognized as a visionary and tenacious change agent, Geof drove cloud-based CRM implementations across the Johns Hopkins enterprise, including the creation of a Salesforce Center of Excellence, and was awarded an innovation grant that funded the development of a novel solution to support research collaboration.  He also has deep expertise with ERP and cloud migration, having played a key role in JHU’s successful adoption of cloud-based applications and services, bringing tremendous efficiency and agility to the institution.