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Former Chief Marketing Officer at Systemax North American Technologies, Amkreutz will be responsible for all aspects of GC’s marketing campaigns, product assortment, in-store merchandising and e-commerce strategy.


  • Newly created position is part of Guitar Center’s current momentum-building activities
  • Amkreutz will leverage his marketing expertise to lead to the fulfillment of GC’s long-term goals
  • Amkreutz will work closely with GC’s merchandising, communications, and brand management personnel

Los Angeles, CA: Guitar Center has announced the appointment of Michael Amkreutz to the position of Executive Vice President, Marketing, Merchandising and E-Commerce, for the Guitar Center brand. Amkreutz’s appointment is the result of an extensive, nationwide search by Guitar Center management who ultimately selected him from an elite pool of candidates for his extensive marketing background. In this new role, Amkreutz will be responsible for all aspects of GC’s product assortment, in-store merchandising, marketing campaigns and e-commerce strategy. 

Amkreutz joins Guitar Center from Systemax North American Technologies, where he most recently held the role of Chief Marketing Officer. His expertise in marketing, merchandising and technology, developed over the years at companies such as Sears, Newegg, Hannspree North America and Sharp Electronics, made him the ideal choice for this critical role in the organization.

Reporting to Amkreutz will be Michael Walter, SVP, Merchandising, DAMBO; Michael Doyle, SVP, Merchandising, Guitars and Amps; and Bill Wrightson, SVP, Merchandising, Technology.

“I’m extremely excited and pleased to have the opportunity to work with such a well-respected brand in the music industry. I look forward to collaborating with the outstanding group of minds at Guitar Center to foster the next batch of big ideas to bring further success to the brand.”
Michael Amkreutz, EVP Marketing, Merchandising and E-Commerce