Working from home? Switch to the DIGITAL edition of Musical Merchandise Review. CLICK HERE to signup now!
Generic selectors
Exact matches only
Search in title
Search in content
Search in posts
Search in pages

YCA Names Beck as VP, Integrated Marketing

Christian Wissmuller • People • August 19, 2020

Yamaha Corporation of America (YCA) has announced that Randy Beck has joined the company as Vice President, Integrated Marketing. He reports directly to Matt Searfus, Corporate Vice President, Integrated Marketing.

In his new role, Beck is responsible for managing and leading YCA’s key marketing departments, including Consumer Audio, Guitar, Keyboard, Percussion, Professional Audio, and Winds & Strings.

“Randy has played key roles in building marketing success for industry-leading brands,” said Searfus. “He possesses exceptional skills when it comes to developing positioning and messaging that resonates with customers. We are excited that Randy is now onboard to help tell the Yamaha story.”

Before joining Yamaha, Beck held the position of Vice President, Percussion at D’Addario & Co, where he led the global strategic direction for the company’s Percussion Business Unit. Prior to that, he held several key managerial roles at Nestle Purina Pet Care in St. Louis, Mo., and in 2017, was named director of marketing responsible for the Friskies, Kit & Kaboodle and Deli Cat brands, one of the largest business units in the company.

Beck also applied his brand managerial talent for five years at Campbell Soup Company in Camden, New Jersey, where he led brand strategy development and execution for Campbell’s Kitchen and Pace.

“My desire to make music, learn, listen and perform has been at my core for as long as I can remember,” said Beck. “As both a musician and a marketer, I am excited to build upon the Yamaha brand promise to create more musicians and develop closer emotional connections with our customers.”

Beck earned a BS in Finance and Banking from the University of Missouri, Columbia and an MBA with a concentration in Brand Management from Washington University in St. Louis.

He and his wife, Margie are relocating with their two children to Manhattan Beach, California.

The Latest News and Gear in Your Inbox - Sign Up Today!