Musician instrument retailer Guitar Center has appointed a new chief merchandising and marketing officer.
Kristin Shane will fill the role effective immediately, where she will be responsible for product, promotions, visual merchandising, omni-channel experience and activations.
Shane joins Guitar Center from PetSmart, where she served as senior VP and chief merchandising officer for two years. Earlier in her career, from 2005 to 2016, where her last role was VP and merchandise manager for the beauty and personal care business.
“As a visionary leader and a world-class merchant, we are thrilled to welcome Kristin Shane to our executive team,” said Guitar Center CEO Gabe Dalporto, who was appointed to the position last October. “Kristin’s impressive track record of market and sales growth, coupled with her nearly 20 years of retail expertise in the specialty product market, will be instrumental in activating Guitar Center’s new strategic direction and creating a more customer-centric experience.”
Guitar Center operates more than 300 stores across the U.S., as well as having a strong omnichannel presence. Guitar Center’s sister brands include Music & Arts, which operates more than 250 stores specializing in band & orchestral instruments for sale and rental, and Musician’s Friend, a leading direct marketer of musical instruments.
“Guitar Center stands at the forefront of the musical instrument retail industry, and I am humbled to be part of its next chapter," said Shane. "Together, we will continue to build on the company's legacy, setting a new course to revolutionize the end-to-end customer experience. Leveraging my background in transforming retail spaces and driving significant market growth, I am eager to implement forward-thinking strategies that not only drive business results but also enrich our customer journey.”