Gibson Guitar Corporation
Initially hired in 2007 to activate Gibson’s distribution partners in Asia (Korea, Taiwan, Hong Kong, Thailand, and Singapore) and act as an Advisor to Gibson China, providing insight on ways to accelerate guitar sales in China. Based on strong performance in this region, was subsequently given responsibility for vast majority of Gibson’s distribution partners worldwide in 2008 (Australia, Canada, Mexico, Argentina, Brazil, Central & South America, Scandinavia, Russia, Eastern Europe, India, Switzerland, and Israel), carrying an annual sales target of >$40M. Presently responsible for South America, Mexico, India, and Australia, carrying a sales target of >$25M.
- In 2011, grew South American region revenues +37% (to $9M); grew Australia +34% (to >$7M); and increased Mexican revenues +23% (to $1.3M).
- Developed Indian market entry strategy and, in late summer 2011, brought Gibson back to India after more than a decade out of the market. In three months (Sept – Dec 2011), sold >$280k of product.
- Developed and delivered innovative integrated marketing/promotional campaigns in strategic Gibson markets around the world, utilizing matrix-managed cross-functional teams of international Gibson product specialists, marketing resources, and artist relations in tandem with local distributor resources. Pioneered first ever measurable Gibson promotional support in Poland, Czech Republic, Brazil, India, and Russia.
- Worked closely with strategic partners and Gibson’s corporate pricing & credit teams to help ensure price consistency and credit competitiveness among various channels, as well as, between Gibson’s direct business in nearby regions & global e-commerce vendors.
- Analyzed and delivered global consumer purchasing behavior and market segmentation data back to Gibson’s product development teams that realigned some country-specific marketing strategies to address customer segmentation, retail development, and brand development.
- Acted as central clearing house/evaluator for incoming strategic partner inquiries from global markets, especially those in Central Asia, the Middle East, Central & Eastern Europe, and South America.