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60 Seconds: Craig Johnson

Craig Johnson speaks to Pro Sound News about his new role as CEO of Full Compass Systems. He joined the company as CEO in December 2017.

What is your new position, and what does it entail?

Craig Johnson

Chief executive officer (CEO) of Full Compass Systems. Chief executive responsible for the development, implementation and execution of the company’s strategic goals and objectives. I will be working with the Company’s talented management team and employees to continue delivering the best-in-class experience and unparalleled customer service Full Compass Systems is known for, and helping to accelerate growth in the direct, online, wholesale and retail channels.

How has your background prepared you for your new role?

I come to Full Compass with many years of experience in the pro audio, video, lighting and musical instrument markets. I spent 12 years at Musician’s Friend, a subsidiary of Guitar Center, where I held several senior positions including president/COO and chief executive officer. I was then appointed chief supply chain officer of Guitar Center. I also served as chief operating officer of Gibson Guitar, where I was responsible for the company’s worldwide manufacturing operations.

Most recently I served as chief executive officer of Nasco, a leading direct marketer, manufacturer and global distributor of educational, health, medical technology, quality control and agricultural products. Prior to that, I was chief executive officer of Harry & David, a premium food and gift producer and retailer based in Medford, Oregon. I have served in various senior marketing, merchandising and supply management positions at Oriental Trading Company, Golfsmith International, Coldwater Creek and Music Sound Exchange, a Time Warner Company. Overall, I have nearly 30 years of direct marketing and e-commerce experience. I attended Iowa State University, where I majored in computer science.

Related stories about Full Compass:

Pro Audio Retail Is Ready for 2018, by Steve Harvey, Pro Sound News, Jan. 29, 2018

Full Compass Grand Opening Expo Photo Tour, Pro Sound News, Dec. 5, 2017

What new marketing initiatives are we likely to see from the company?

You’ll see rapid evolution of our e-commerce platform and online customer experience—digital commerce transformation, relevant content to assist/support our customers, improved digital commerce capabilities and better site functionality. There will be further marketing program optimization and attribution, looking at the print, email and digital mix, investment and spend optimization to drive customer acquisition and retention. We’ll also focus on new products and new markets, increasing R&D capabilities, product development and the innovation pipeline as we look to new product introductions, core product enhancements and strategic supplier partnerships. We’ll additionally develop new business opportunities that leverage our core infrastructure and add market share and/or incremental customers.

What are your short- and long-term goals?

We will deliver long-term profitable growth and value to all our constituents (customers and employees) by: consistently exceeding customer expectations by providing a “best in class” customer experience and service excellence in all that we do; growing our customer base and winning a greater share of its annual purchases through effective acquisition, retention and reactivation programs; being where our customers browse and shop, providing a seamless multi-channel selling experience for all our customers and leveraging the assets of the brand across all channels to achieve competitive advantage; providing our customers with great prices and product selection, delivering innovation to become the “go to” source for their product and solution needs; leveraging our core capabilities to grow—building on our core business DNA to expand our brand portfolio into underserved markets; and fostering employee engagement, satisfaction and retention—providing our employees with the opportunity to expand their horizons, enhance their strengths and talents, and maximize their potential.


60 Seconds: David Webster, Coda Audio, Pro Sound News, Nov. 20, 2017

60 Seconds: Joe Stopka of TASCAM, Pro Sound News, Oct. 29, 2017

What is the greatest challenge you face?

Competition, particularly in the online space. The traditional value propositions of great prices, breadth of assortment and rapid delivery are “table stakes” in today’s digital world. Our customers have a portal to many strong retailers and online sources for their product needs. I believe Full Compass is best positioned to provide pro audio, video, lighting and musical instrument customers with a compelling reason to engage and buy through us—unparalleled customer service, expertise and authority in the market and innovation in our assortment and service offerings.

Full Compass Systems •