Guitar Center Appoints Kristin Shane as Executive Vice President, Chief Merchandising and Marketing Officer

Guitar Center has announced the appointment of Kristin Shane as Guitar Center’s Executive Vice President, Chief Merchandising and Marketing Officer, effective immediately. Reporting directly to CEO Gabe Dalporto, Shane will oversee the integration of the marketing and merchandising functions to enhance the end-to-end customer experience. Shane will be responsible for product, promotions, visual merchandising, omni-channel experience, and activations.

“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. “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.”

Shane transitions to her new role at Guitar Center from PetSmart, where she served as Senior Vice President, Chief Merchandising Officer, driving billions in incremental sales and market expansion. Previously, she demonstrated her merchandising prowess at Target as Vice President Merchandise Manager for the Beauty and Personal Care Business, leading to significant growth and earning the WWD’s Best Beauty Retailer Award. Shane enriched her retail portfolio by advising high-growth beauty brands, helping to drive their strategic direction and go to market strategies.

“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. My goal is to ensure that every interaction with Guitar Center is not just inspiring but also deeply resonates with our customers’ passion for music, setting new standards in retail excellence and customer satisfaction.”