Fender Taps Bob Roback for Company President

Posted on April 29, 2014

There’s a new “lead guitarist” at center stage of Fender Musical Instruments, as Bob Roback has been named President of the guitar-making company renowned for such signature instruments as the Stratocaster, Telecaster and Precision bass.

Among Roback’s primary responsibilities for the Scottsdale, Arizona-based company will be overseeing the development of strategies to better engage musicians digitally, as well as help establish a new Los Angeles office for Fender, according to a statement from company officials.

Roback was most recently the CEO of Dashbox, a “workflow management system for music licensing,” according to the statement. Prior to that he served as vice president and general manager of Yahoo! Music

Fender’s interim CEO Scott Gilbertson says Roback has the right skill-set to help the company grow its brand.

Roback’s “track record of success … is a terrific complement” to the company’s growth strategies, says Gilbertson, who stepped into his interim-CEO shoes when Larry Thomas announce his retirement in early April.

Roback, meanwhile, describes himself as “humbled” at the opportunity to “contribute to the future of such an iconic, revered music brand.”

Fender Musical Instruments Corporation also owns such subsidiary guitar brands as Gretsch, Squier, Guild, Takamine, and Ovation—a line that made news last week when Fender announced the closing of its Ovation manufacturing facility in New Hartford, Connecticut.

See where it all began in the above clip of a Fender factory tour from the late 1950s.

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