Guitar Center names tech exec as executive VP, marketing, merchandising and online

LOS ANGELES — Guitar Center has announced the appointment of Michael Amkreutz to the position of executive VP, marketing, merchandising and E-Commerce, for the Guitar Center brand. He joins the retailer from Systemax North American Technologies, where he most recently held the role of chief marketing officer.



Amkreutz's appointment is the result of an extensive, nationwide search by Guitar Center management. He will be responsible for all aspects of GC's product assortment, in-store merchandising, marketing campaigns and e-commerce strategy.



His expertise in marketing, merchandising and technology, includes time at companies such as Sears, Newegg, Hannspree North America and Sharp Electronics.



"I'm excited to have the opportunity to work with such a well-respected brand in the music industry. I look forward to collaborating with the outstanding group of minds at Guitar Center to foster the next batch of big ideas to bring further success to the brand,” said Amkreutz.