Yamaha Corporation of America (YCA) announced that Randy Beck has joined the company as vice president, Integrated Marketing, where he is responsible for managing and leading YCA’s key marketing departments, including Professional Audio, Consumer Audio, Guitar, Keyboard, Percussion, and Winds & Strings. He reports directly to Matt Searfus, corporate vice president, Integrated Marketing.
“Randy has played key roles in building marketing success for industry-leading brands,” says 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.”
Before 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 managerial roles at Nestle Purina Pet Care in St. Louis, and in 2017, was named director of marketing responsible for the Friskies, Kit & Kaboodle and Deli Cat brands, one of the largest business units in the company. He also served in brand management for five years at Campbell Soup Company in Camden, NJ.
“My desire to make music, learn, listen and perform has been at my core for as long as I can remember,” Beck says. “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, CA.