Q: What is your new position, and what does it entail?
A: My new position is Marketing Director, Professional Markets. The main responsibilities are to chart our marketing direction across all of our professional markets including: Studio, Live Sound, Installed Sound and Broadcast. It also includes the MI retail and trade channel. This will include everything from advertising, promotions, product launches, market feedback, product development—pretty much the entire process of communicating the benefits of both our products and company to the consumer and closing the loop by communicating the wants and needs of the customer back to Audio-Technica. It also includes developing tools that help our retail channel not only sell our products, but convey our messaging in a clear, concise manner to their customers.
Q: How has your background prepared you for your new role?
A: I would love to say that my Marketing degree was what I lean on the most; however it is really the fact that I grew up as a musician (well I play the drums—does that count?) and have a keen sense of what it is like to be a customer for gear. I also spent my career outside of Pro Audio in retail consumer sales and management. which also added to the mix that is Gary Boss. Combine all that with being a bit of a tech nerd, the industry experience of working at A-T for 24 years and there ya have it.
Q: What new marketing initiatives are we likely to see from the company?
A: We have really been focusing recently on digital wireless development in the non-traditional RF spectrum. A main focus for A‐T going forward will be educating customers on the exceptional benefits of this new technology. This is an area of great potential growth and accelerated change, so we really need to stay on top of the market.
We will also be getting back to our roots, so to speak, and re‐energizing our studio, live sound and installed sound markets. We have great core product offerings that have not received enough attention due to a flood of new product introductions by our company.
Q: What are your short- and long-term goals?
A: Short term is to shore up our marketing efforts and really take a long, hard look at our current messaging, media mix, product offerings, product mix and pricing.
Long term is to change the market perception of Audio-Technica. We have a really good reputation in the field, but it has been difficult to shake the “A-T makes great products for the price” mentality. We have introduced so many groundbreaking, first-to-market and innovative professional products since our founding over 50 years ago. I would really like us to be seen as an innovative company that makes incredible products that, oh, by the way, also happen to be a great value.
Q: What is the greatest challenge that you face?
A: We are so diverse in both our product lines and markets served that it will be a challenge to juggle everything…oh yeah, did you know that I once juggled for money at a local festival as a kid? I’m not too worried.