YCA Names Eaton Chief Marketing Director

Yamaha Corporation of America (YCA) has announced that Roger Eaton has been appointed as the company’s chief marketing director. He will report to Tom Sumner, senior vice president, YCA and takes the reins from John Shalhoup, who was recently promoted to general manager of YCA’s Pro Music Division.

Eaton is now responsible for overall Yamaha music and audio related promotion in the United States, developing and implementing new marketing strategies that ensure a cohesive Yamaha message across the company’s product lines and sales channels to strengthen and elevate brand awareness.

“The chief marketing director position plays a pivotal role in growing all Yamaha products, and Roger’s track record of solid leadership, strong communication skills and imaginative marketing makes him the ideal candidate for this role,” Sumner said. “I am confident that he will elevate our company’s overall marketing to increase the reach of the Yamaha brand.”

Eaton, who brings nearly two decades of management and marketing experience with Yamaha to his new position, said he is excited about the opportunity to build on Yamaha’s long-standing reputation for excellence in music and sound products and services.

“Our customers view all Yamaha products and services as one brand, and we are increasing our resources to be sure the customer experience is unparalleled,” Eaton said. “We’ll be focusing on our in-person events, social media and web strategies to enhance the brand experience and provide our customers with the knowledge they need to choose Yamaha as their preferred product.”

Eaton took the reins as chief marketing director on May 18, having previously served as director of marketing for YCA’s Band & Orchestral Division since 2004. He said his experience in successfully working to strengthen and broaden the Band & Orchestral Division and deliver unmatched customer service and support will help him lead Yamaha’s committed marketing team across the brand.

“Yamaha is the only company that has a full complement of products for the institutional and school market, so my experience in the Band & Orchestral field will allow me to increase our total Yamaha value and solutions to educators and students,” he said. “Yamaha is already recognized as a brand that exemplifies a tradition of high quality, remarkable innovation and peerless customer support, so we’re going to work even harder to broaden that.”

Eaton joined Yamaha’s Band & Orchestral Division in 1997 to create Dealer Development Services, a highly-acclaimed training program that strengthens Yamaha dealer’s business acumen. In 2002, he also took on the responsibilities of marketing manager for Winds and Stringed Instruments. In 2003, Eaton relocated with the Band & Orchestral division to YCA’s national headquarters in Buena Park, Calif., and was promoted to sales and marketing manager. A year later, he was appointed the division’s director of marketing.

Under his leadership, Yamaha’s Band & Orchestral Division became the first band instrument company to create content-driven marketing programs including podcasts, online product training, and sell-through programs.

Eaton’s leadership extends beyond YCA. He is also a recognized leader in the music industry, including his service as a board member for both the Music Distributors Association and United Sound, a Yamaha-sponsored organization that helps provide access to school music for special needs children.