Michael Edwards ORLANDO, FL—Audio- Technica has promoted Michael Edwards to the position of vice president professional markets. Edwards told PSN during Info- Comm 2011 that the move comes with an internal realignment of A-T’s resources between the two major markets the company serves.
“We separated the two—professional and consumer,” said Edwards. “Ultimately, the goal is to put all of us in better touch with our customers (both our dealer base and our ultimate customers), and the result should be a more effective and efficient way to reach the markets with products and information and to respond to their needs.”
While some marketing communication and market analysis functions remain pooled, overall marketing, product development and sales are now separate for pro audio and consumer products. The professional audio marketplace is further subdivided into M.I., installed sound and broadcast segments, with professional recording falling at the top end of the M.I. subcategory as the distinctions between home and pro studio products continue to blur.
Each pro audio segment will “have a marketing function embedded” said Edwards, “to suss out what their segment needs” and to help steer product development based on “first-hand information from the markets.” Edwards concludes, “At the core of what we are implementing here is more involvement with end-users in the various market segments.”
Beginning his career in audio as a recording engineer, Edwards joined Audio-Technica in 1994 and has since served in a variety of positions in sales, marketing and most recently as director of product management. Edwards is a member of the Audio-Technica Taiwan Board of Directors.