1. Name the range of column headings as "Headings"
2. Name the range holding your variable criteria (J35) as "MyCriteria"
3. Name the cell holding the headings of the field/column you want to filter as "Filterfield"
4. Add this code to a standard module in your workbook:
Sub Filter()
Dim r1 As Range
Dim r2 As Range
Dim r3 As Range
Dim c as long
Set r1 = Range("Headings")
Set r2 = Range("FilterField")
Set r3 = Range("MyCriteria")
c = r2.column - r1.column + 1
r1.AutoFilter Field:=c, Criteria1:=r3.Value
End Sub