Q: What is your new position, and what does it entail?
A: My title is Marketing Manager for Allen & Heath under the umbrella of its U.S. distributor, American Music & Sound. In this position, I oversee and steer all of Allen & Heath’s U.S. marketing activities with a focus on increasing the A&H brand profile.
Q: How has your background prepared you for your new role?
A: Prior to joining Allen & Heath, I had the privilege to hold a marketing position with Sennheiser at its headquarters in Germany. During my seven-year tenure there, I gained a strong understanding of the global pro audio industry. I developed skills for tactical and strategic branding, and I learned how to build and maintain constructive working relationships with pro audio professionals, from PA companies to audio engineers and artists.
After moving to the USA, I joined Harman Professional and managed AKG’s U.S. marketing and advertising with a special focus on retail marketing and on brand and artist partnerships. Together, these roles have equipped me to help further build the Allen & Heath brand profile into the “Leader in Digital Mixing” in the U.S. market.
Q: What new marketing initiatives are we likely to see from the company?
A: Our Allen & Heath marketing programs are designed to provide exceptional customer support and an outstanding brand experience. We maintain a direct dialogue with a growing group of audio professionals, we’re providing expert application assistance to support installed systems designers and performing artists, and we’re offering well-designed training and certification programs, some of which now offer InfoComm Renewal Units (RU).
Q: What are your short- and long-term goals?
A: In the short term, we’re excited to be launching new products in Q1 of 2017. Stay tuned for more information on that! In the long term, our goals are to grow our market share and build our customer base while strengthening the Allen & Heath brand. We want to provide a customer experience that exceeds expectations by continuing to deliver premium products with exceptional customer support.
Q: What is the greatest challenge that you face?
A: Allen & Heath is part of a highly competitive and dynamic market. Achieving our goals for market share and brand recognition in this environment is an important challenge. Fortunately, Allen & Heath and American Music & Sound are the kind of partners who work hand-in-hand to meet challenges like this. We will continue to deliver great products, focus on customers’ needs, and maintain and improve our dialogue with system designers, integrators and audio professionals, because we know that their opinion is what really counts in the end.