Effective immediately, musical instrument retailer Guitar Center has appointed Kristin Shane as its new executive vice president, chief merchandising and marketing officer.

Shane will report directly to Guitar Center CEO Gabe Dalporto, according to a March 19 statement. She “will oversee the integration of marketing and merchandising functions to enhance end-to-end customer experience,” the statement said. Her responsibilities will include guiding:

• Product
• Promotions
• Visual merchandising
• Omnichannel experience
• Activations

“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,” Dalporto said in the statement.

In February, at eTail West in Palm Springs, California, Kristin Shane announces she will soon step into a new role. | Photo credit: Digital Commerce 360

In February, Shane announced at eTail West in Palm Springs, California, that she would be stepping into a new role.

What Guitar Center is getting in its new executive VP

Most recently, Shane spent more than four and a half years at PetSmart, where she served as chief merchandising officer and senior vice president of merchandising. Before that, she had also spent more than 10.5 years at Target Corp., where her most recent position was vice president merchandise manager for the beauty and personal care business.

“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,” Shane said in the statement. “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.”

Guitar Center is No. 107 in the Top 1000. The database is Digital Commerce 360’s ranking of the largest online retailers in North America. Digital Commerce 360 categorizes Guitar Center as a Toys/Hobbies retailer.

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