DB Directions Staff

Joseph Lax

DB Directions President Joe Lax

Joe Lax

Joseph Lax is the founder and President of DB Directions, Inc., a company specializing in all aspects of database administration, architecture, design, and implementation. Joe has spent the last eighteen years providing his expertise to clients in the areas of:

  • Performance optimization
  • Scalability issues
  • Disaster recovery strategies
  • Data modeling

He has managed mission critical systems for banks, telecommunication firms, and manufacturing companies.

Customers of DB Directions range in size from multi-billion dollar companies with large numbers of database servers, to companies with one or two instances. Industries range across the gamut from financial and services to healthcare and manufacturing. DB Directions provides the same high levels of service and guidance to all its clients to assure that their systems and the businesses relying upon them, run without interruption.

Joe shares his knowledge of SQL Server by running the NYC Metro SQL Server User Group in NYC. He speaks at conferences and user groups as well as writes and delivers trainings on SQL Server. He was recognized as a Microsoft SQL Server Most Valuable Professional in 2006 for his contributions to the community.

Joe has a Bachelor of Science degree in Computer Science from Brooklyn College.


Eric Johnson

Eric Johnson

Eric Johnson

Eric Johnson (MCITP: SQL 2005 DBA, Microsoft SQL MVP) is a Database Technologies Consultant. His background in Information Technology is diverse, ranging from operating systems and hardware to specialized applications and development. He also holds an MBA.

Eric manages and designs databases. He is also a trainer in Microsoft SQL Server, having delivered training classes, webcasts, and presentations at national technology conferences. His experience ranges across a number of industries, including insurance, healthcare ISVs, telecom, radio and television, financial, industrial, and marketing organizations. Eric is als active in the local SQL Server Community, serving as the President of the Colorado Springs SQL Server Users Group.

He has published articles in Redmond Magazine and authored books, including A Developer’s Guide to Data Modeling for SQL Server, published by Addison-Wesley. He is a regular blogger at SQL Blog and the co-host of “CS Techcast,” a weekly podcast for IT professionals.


Jose Linares

Jose Linares

Jose spent the first half of his career at various small and large companies where he served as a programmer, DBA, data modeler and consultant. During that time his focus was usually taking legacy applications and converting them to an Oracle database. Usually he would move on because either the project was complete or he felt the need to take on new challenges, for example adding SQL Server and ColdFusion as well as project management to his skillset.

Jose started his career in computers as a young teen by hacking the source code to games and the OS of his Atari 800. From there he took more formal training by receiving a BS in Computer Science from the University of Miami in 1992. While there he played a critical role on the 1989 and 1991 NCAA football championships teams by attending games and consuming alcohol. After spending his entire life in Miami-Dade County Florida, Jose now works and resides in the more temperate climate of Broward County Florida.


Elisabeth Rédei

Elisabeth Rédei

Elisabeth Rédei is a Microsoft SQL DBA with long experience in and a passion for SQL Server.

Elisabeth was a Microsoft employee for 13 years, where she held various senior positions delivering a range of technical consulting services, mission critical support, and training to enterprise customers in the EMEA region.

She has worked with companies in all sectors, with an emphasis on banking and manufacturing enterprises.

Elisabeth works mainly with database administration/infrastructure and her specialties are:

  • SQL Server Performance Troubleshooting
  • Designing and Maintaining High Performing Database Systems
  • Designing and Maintaining Highly Available Database Systems
  • Planning and implementing Disaster Recovery Plans

Her notable project work includes the database backend architecture for the first bank in the world to be based entirely on the Windows platform, as well as the design of a system for new car sales follow up for a Swedish automobile manufacturer.

Elisabeth is a SQL Server MCITP, Microsoft Certified Trainer, and a former MCSE. She is one of the contributors of Microsoft Windows Server 2003 Integration with iSeries (IBM, ISBN 073849996X).

She can be found answering questions in various technical forums, and she has a blog on sqlblog.com .


David Rubin

David Rubin

David received his BS in Chemistry from Rensselaer Polytechnic Institute (RPI) in 1986 and quickly found his niche by combining chemistry with computers. After being forced to choose between chemistry and computers for a career, the lack of being poisoned, burned, cut, irradiated and otherwise harmed against carpal tunnel syndrome made the choice easy. His focus on computers led him from New England, to Wisconsin, to Florida and Data Futures.

David has been the recipient of many awards and citations for his work in various systems and projects. He has been the key note speaker at various international conferences and has presented papers on advanced data warehousing techniques.