Fender Musical Instruments Corporation (FMIC) today announced a series of executive leadership updates to sharpen focus across its product and sales organizations, supporting the company’s growth and strategic priorities under CEO Edward “Bud” Cole. These changes align Fender’s product and commercial teams to support continued global expansion.
“These appointments reflect how we are aligning Fender for the future,” said Edward “Bud” Cole, CEO, Fender Musical Instruments Corporation. “This is about strengthening our product organization and sales engine teams with a clear focus on innovation and execution, while building a more connected, agile organization to support long-term growth.”
Justin Norvell – Chief Product Officer, Fender Guitars
Justin Norvell has been appointed Chief Product Officer, Fender Guitars, where he will lead FMIC’s global stringed instrument portfolio across its iconic brands, including the Custom Shop. A 30-year Fender veteran, Norvell brings deep expertise in product development and craftsmanship and will focus on driving innovation and product excellence across the company.
Max Gutnik – Chief Product Officer, Fender Electronics
Max Gutnik, Chief Product Officer, Fender Electronics, will focus on leading Fender’s global electronics and digital product portfolio. Gutnik brings deep expertise across guitar amplification, effects, pro audio, and software and will shape how players experience Fender in a modern connected way.
Irene Shvartsman – Senior Vice President Sales, Americas
Irene Shvartsman has been named Senior Vice President Sales, Americas, where she will lead the company’s sales organization across North America, focusing on strengthening partnerships and driving performance. Shvartsman is an exceptional relationship builder and proven courageous commercial leader who will continue to strengthen partnerships and performance across the business.
Paco Elizondo – General Manager, Latin America
Paco Elizondo continues as General Manager, Latin America, overseeing sales and operations across the region, as Fender continues to invest in this important and growing market. Elizondo has demonstrated strong leadership in driving growth and strengthening the business across Latin America.
Together, this leadership team positions Fender to move forward with greater focus, execution, and momentum across the business.
