Audio-Technica has announced a series of strategic organizational changes and leadership promotions within its Systems Solutions Group (SSG), aimed at streamlining operations and enhancing service capabilities across North and Latin America. The announcement was made by Mark Humrichouser, Vice President, Systems Solutions Sales and Marketing, Professional Products.

As the company expands its presence with national and regional integrators, it is consolidating its U.S. direct and independent sales resources into two geographic regions—East and West—led by newly appointed regional managers:

• Jeff Beck has been promoted to Regional Sales Manager, Eastern Region. A seasoned professional with more than two decades of Pro AV experience, Beck joined Audio-Technica in 2017. He will oversee all SSG sales resources from the East Coast to the Dakotas. John Vorndran, Territory Manager, will report to Beck.

• Matthew Jensen has been promoted to Regional Sales Manager, Western Region. Jensen joined the company in 2023 and brings extensive experience as a manufacturer’s rep. He will lead sales operations from Montana to the West Coast, including Alaska and Hawaii. Michael Combs and Jason Ingle, Territory Managers, will report to Jensen.

Both Beck and Jensen report to Reid Peterson, Executive Director, Systems Solutions.

To further support its growing client base, Audio-Technica is expanding its Applications Engineering team and introducing a new role focused on market development and engagement with consultants and end users:

• Mark Donovan has been promoted to Director of Commercial Applications. Since joining in 2010, Donovan has played a key role in expanding the Applications Engineering team. He will now lead the group’s commercial strategy, supporting sales efforts and business development across the Americas. Donovan will report directly to Mark Humrichouser.

• Dan Pelletier has been promoted to Applications Engineering Manager. Starting as an Audio Solutions Specialist in 2011, Pelletier became a Senior Applications Engineer in 2021 and is now recognized as one of A-T’s top experts in networked audio. He will lead the Applications Engineering team and continue reporting to Donovan. Kaylee Kainrad, Applications Engineer, will report to Pelletier.

“These new positions will strengthen our focus and enhance our service offerings as we continue to advance the organization toward a bright and successful future,” said Humrichouser. “The focus on national and regional integrators has provided increased opportunities for Audio-Technica in commercial markets, and we have implemented these changes to better position us for future growth.”

Additionally, Audio-Technica announced a new partnership with Mountain AV Marketing, which will represent the brand in Arizona, Colorado, Utah, New Mexico, Wyoming, Eastern Idaho, Montana, and El Paso. Founded in 2021, Mountain AV Marketing represents leading manufacturers in audio, video, control, and lighting.

“We are confident that Mountain AV Marketing will be a valuable extension of our team,” said Peterson. “We look forward to continuing to serve our markets with even greater efficiency and focus.”