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With a background spanning four major studios and 15 years marketing experience in the entertainment industry, JJ Caruth joins the Highland Film Group in 2020 as President of Domestic Marketing and Distribution at The Avenue, a subsidiary of Highland Film Group, responsible for the marketing and distribution strategy in North America. This role links content from filmmakers to distribution platforms throughout the product lifecycle and is key to the commercial success of the brand. JJ brings to the position her extensive knowledge of the independent film market, the theatrical and home entertainment markets, consumer trends and emerging distribution platforms.

JJ most recently served as Vice President of Content Strategy and Marketing at Universal Content Group, responsible for the marketing and distribution of a diverse slate of independent films including Loving Pablo, The Public, An Evening With Beverly Luff Linn and Piercing (winner of seven Clios and one Golden Trailer award.). Prior to that, JJ was the Head of Marketing and Distribution at Focus World, a division of Focus Features and NBC Universal. Working with a small but nimble team, she developed integrated marketing plans and innovative distribution tactics. The Focus World release slate set new milestones for the company such as #1 non-traditional release (5 Flights Up) and #1 distributor of non-traditional releases in 2015, 2nd largest foreign film debut of 2016 in the US (A Tale of Love and Darkness) and winner of Golden Trailer award (Raw) in 2017.

Prior to Highland Film Group, JJ worked in various marketing roles in theatrical and home entertainment at the Walt Disney Studios, Twentieth Century Fox and MGM. Originally from London, England, JJ studied at UCLA and began her entertainment career in international television sales at MGM.