Yamaha Corp. of America (YCA) welcomed Randy Beck as the company’s new vice president, integrated marketing. He reports directly to Matt Searfus, corporate vice president, integrated marketing.

In this 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.”

Prior to 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.

“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, Calif.

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