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Rustin is the third generation of the Keller family to lead J. J. Keller & Associates, Inc. Like his father, Bob Keller, he began working for the family business at age 12. He became president and CEO in July 2018. Previously, Rustin was executive vice president and COO of J. J. Keller, as well as holding positions leading and growing the technology services, consulting services, managed services, sales, manufacturing, and supply chain divisions.

Rustin serves on several boards, focusing on advancing IT careers and entrepreneurship. He and his wife, Christina, have three sons and live in Neenah, WI.