Fender Musical Instruments Corporation announced Monday that Bob Roback has joined the company as president and a new member of the board of directors.
Roback comes from Dashbox where he was chief executive officer at the cloud-based workflow management system for music licensing. He was also managing director of The Media Farm, where he focused on owning and managing an IP portfolio for multi-platform exploitation. Prior, he founded LAUNCH Media, Inc. and served as its president.
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As a new addition to Fender’s senior leadership team, Roback will oversee the company’s development for a digital strategy to egage musicians and music fans more broadly. Roback will also establish a new Los Angeles office to expand the company’s consumer marketing and digital capabilities.
Fender’s interim CEO and board member Scott Gilbertson said in a statement, “Bob brings an impressive set of skills and a track record of success that is a terrific complement to Fender’s growth strategy. We are looking forward to fully developing the incredible potential of the Fender brand.”
“I’m excited and humbled to have the opportunity to contribute to the future of such an iconic, revered music brand and to develop opportunities for both musicians and fans to connect more closely with it,” said Roback.