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60 Seconds: Glenn Booth, Yamaha

Get to know Glenn Booth, director of marketing for the professional audio department at Yamaha.

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

I am the director of marketing for the professional audio department at Yamaha. Our group is responsible for marketing all Yamaha, Nexo loudspeaker and Steinberg professional audio products in the U.S. and Canadian markets. This includes high-end live sound mixing consoles, music production software, premium loudspeakers for touring, and commercial installed sound solutions for hospitality, retail, stadiums and public spaces.

How has your background prepared you for your new role?

I’ve held global positions in hardware/software engineering, sales, product and marketing management in B2B technology companies. This has helped me understand the complexities of customer and channel dynamics, while preparing me to work even more efficiently internally. Of course, I’ve also been a happy Yamaha customer for decades in my pursuits as a professional musician and composer, and as an audio hobbyist.

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

Yamaha will have many new marketing initiatives for customer segments such as houses of worship, touring bands, commercial installed sound, live sound and music production. Our focus will be educational workshops and webinars, hands-on experiences, demonstrations, and application consultation with our customers and dealers.

Related stories:
– 60 Seconds with Nithin Cherian of Yamaha Corp. of America
– 60 Seconds with Alan Macpherson of Yamaha Professional Audio

What are your short- and long-term goals?

In the short term, my goal is to talk to as many customers, dealers, distributors, representatives, consultants and internal team members as possible to understand where we have excelled and where we can improve. In the long term, I’d like to hit all our numbers, of course, but to do that, we’ll need to create happy customers who love their Yamaha products—artists and sound engineers who will spread the word.

What is the greatest challenge you face?

I think the greatest challenge is prioritization. It will be very important to keep a healthy balance of strategy and execution, as there are plenty of things to do. We will need to make sure all of our tactical activities align and contribute to our departmental strategy and global brand promise to “Make Waves.” We also must be willing to adjust our strategy, if needed, when new information arises.

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