GC Names Amkreutz Executive Vice President

Guitar Center has appointed Michael Amkreutz to the position of executive vice president, Marketing, Merchandising and E-Commerce, for the Guitar Center brand. Amkreutz’s appointment is the result of an extensive, nationwide search by Guitar Center management who ultimately selected him from an elite pool of candidates for his extensive marketing background. In this new role, Amkreutz will be responsible for all aspects of GC’s product assortment, in-store merchandising, marketing campaigns and e-commerce strategy. 

Amkreutz joins Guitar Center from Systemax North American Technologies, where he most recently held the role of Chief Marketing Officer. His expertise in marketing, merchandising and technology, developed over the years at companies such as Sears, Newegg, Hannspree North America and Sharp Electronics, made him the ideal choice for this critical role in the organization.

Reporting to Amkreutz will be Michael Walter, SVP, Merchandising, DAMBO; Michael Doyle, SVP, Merchandising, Guitars and Amps; and Bill Wrightson, SVP, Merchandising, Technology.