As the Brand Manager for HOHNER at KHS America, my role encompasses a broad array of responsibilities that includes product development, marketing, channel distribution, artist relations, and working directly with our international factories to oversee the production timeline for new models and delivery schedules.One of my key accomplishments has been the creation and design of the new HOHNER Anacleto Collection line, a premium line that caters specifically to the regional Mexican market. In addition, I was instrumental in identifying and establishing a relationship with a factory in Italy to produce this exclusive line for HOHNER.With a specialization in the Latino market within the US and Latin America, I bring to the table over 30 years of experience in the Latino music scene. This has allowed me to foster a diverse range of collaborations with renowned artists across various genres including regional Mexican, Tex-Mex, Country, and Americana.In my 15-year tenure managing the HOHNER brand, I've led the charge in bridging the music industry by providing resources for local and national dealers. This approach not only effectively positions our products in stores, but also assists with bilingual messaging and Point-of-Purchase (POP) materials that are relevant to the Latino market.Alongside my work with HOHNER, I serve on the board of the Arhoolie Foundation. This non-profit organization is committed to documenting, preserving, and celebrating roots music and its creators, particularly through the Frontera Collection, the world's largest repository of Mexican and Mexican-American music.By leveraging my passion for music, cultural preservation, and innovative business strategies, I aim to raise awareness of the accordion and Latin instruments in the US and Mexican markets, contributing to a vibrant and diverse musical future.

Stepping into the role of rejuvenating the US accordion market, my journey mirrored that of a startup leader. I was tasked with initiating procedures and systems from scratch, effectively laying the groundwork for a flourishing business. The scope of my work included a complete overhaul of our service and parts department, ensuring we were equipped to offer top-tier support to our customers.As a product manager, I had to delve deep into market research, to understand the needs and desires of our target audience. This knowledge then fueled the creation and design of new products that resonated with the market. But my responsibilities did not end with product creation; I also had to oversee product life-cycle management, ensuring each product was properly positioned, marketed, and eventually phased out in favor of newer, more innovative offerings.In addition to product management, my role also encompassed brand management. This demanded a strategic approach to defining and communicating our brand's value proposition, personality, and promise. It also meant fostering strong relationships with key stakeholders, particularly within the Latino community.Thus, my journey has been one of transformation - for the accordion market, our product offerings, and our brand's reputation. By continually innovating and refining our approach, we've managed to reconnect with our audience and bring vibrancy back to the US accordion scene.