Ciari Guitars names Eric Dorton President & Chief Commercial Officer

Following a successful capital raise in 2021 and launch of its award-winning Ascender™ premium travel guitar, Ciari Guitars is proud to announce the addition of Eric Dorton as President and Chief Commercial Officer.  Mr. Dorton will lead sales, marketing, artist/influencer/public relations, as well as brand partnerships, for Ciari’s current and soon-to-expand line of revolutionary folding guitars.

Jonathan Spangler, Ciari Guitars CEO & Founder, said, “We are thrilled to add Eric Dorton to the Ciari family.  With his broad experience and track record of success in consumer product commercialization and brand building, Eric joins us at the perfect time as we expand our product offering and ramp up our sales and marketing efforts in 2022.  Eric’s passion for innovation, as well as his gift for brand building and deep industry relationships, will undoubtedly drive sales and create value for Ciari customers and shareholders alike.”

Mr. Dorton was most recently with Seymour Duncan, an industry-leading pick-up manufacturer. There, he had broad responsibility in all aspects of commercialization, including serving as Head of National Accounts for guitar retail outlets like Guitar Center, CEM, Reverb, Sam Ash, American Music Supply, as well as OEM Sales Director supporting domestic and international guitar manufacturers, including Gibson Guitars, Gretsch, Fender, Ibanez, Dean, Martin, and D’Angelico among others.

Outside the music industry, Mr. Dorton showcased his brand-building expertise with Barefoot Cellars, which he helped build as a member of the original management team until its acquisition by E & J Gallo Winery.  After acquisition, he served as National Brand Manager for Barefoot Cellars, creating and managing a 300 person promotions and events team to support national sales programs.

“I’m honored and excited to join Ciari Guitars at this important juncture,” said Eric Dorton.  “I’ve been a fan of Jonathan Spangler and Ciari Guitars since our paths crossed 3 years ago.  I have immense respect for – and belief in – the innovation and vision at Ciari Guitars.  I look forward to leveraging my industry and consumer marketing experience to help bring our growing line of innovative guitar solutions to customers worldwide.”