ABOUT GIBSON

Cesar Gueikian is Gibson’s President and Chief Executive Officer (CEO). He leads the Gibson senior leadership team of proven executives with broad experience in global brand building, product development, commercial solutions, marketing and media, production and operations, finance, and human resources. Cesar joined Gibson in November of 2018, and since then, has been finding pioneering solutions for brand momentum, team development, product innovation, media evolution, direct to consumer shifting and profitable business growth.

Cesar has been instrumental in the resurgence of Gibson and setting a new strategy centered around instruments, sound, and media. He created the Gibson Labs to leverage Gibson’s iconic past of innovation and drive it into the future across brands and categories. He expanded Gibson into the media space, launching Gibson TV to bring new original content to music lovers around the world, Gibson Records partnering with Gibson artists to bring their music to the world and keep Gibson culturally engaged and connected to music.

In his role at Gibson, he merges his business background with his life-long passion for music, guitars and especially Gibson guitars. An accomplished musician, guitarist and songwriter, Cesar picked up his first guitar at the age of 10 and performs an eclectic range of music genres. Over the last 25 years he has performed and recorded with several bands in stadiums and arenas around the world. He has performed multiple times with artists such as Mana, Kirk Hammett and Rob Trujillo, Rex Brown, Dave Mustaine, Snake Sabo, Jared James Nichols, Richie Faulkner and Fito Paez, to name a few, and collaborated songwriting with Serj Tankian and Tony Iommi.

Cesar is an avid collector of vintage guitars, with a collection that includes over 150 guitars, most of which are Gibson guitars that are actively used in the development of the Gibson Original, Historic and Vault Collections.

His Gibson role melds his 20 years of experience as an entrepreneur and financier, investing in companies around the world, building leadership and extended leadership matrixed teams, focusing businesses on their foundational core competencies, creating compelling go to market strategies that generate profitable growth, as well bringing troubled companies back into growth. He has completed three large successful exits including his first +$1.5bn exit in 2021 related to a telecommunications company he co-founded in 2014.

Prior to Gibson, Cesar co-founded Melody Capital Partners, an alternative asset manager focused on private corporate financing, restructuring and investing. Under his leadership, Melody grew from a seed investment of $100 million to more than $1.5 billion in assets under management investing in companies around the world across consumer brands, telecom, real estate, music and entertainment and F&B.

Prior to co-founding Melody, Cesar held leadership roles at UBS and Deutsche Bank, in London and New York.

Cesar earned a B.A. in Business from Universidad de San Andres, Buenos Aires, Argentina and an M.B.A. from The University of Chicago focused on Analytic Finance and Economics.

Cesar is a former athlete - tennis player competing in Latin and North America from ages 8 to 18 - surfer, kitesurfer, polo player, snowboarder and self-described extreme sports junkie.

He lives in Nashville, TN with his wife, three children and two dogs. Cesar and his wife are fully integrated in the community, engaging in, and leading numerous philanthropic projects to better the lives of others, support music and education, and fight against poverty and sexual assault.

Beth Rasnick is Gibson’s Chief Of Staff to the CEO. She acts as representative for the office of the CEO internally and externally, keeping our leadership teams focused and engaging them to determine and prioritize business strategies and action plans. She leads office of the CEO sponsored high-impact projects and works cross-functionally on strategic business initiatives from ideation to implementation.

Prior to becoming Chief Of Staff to the CEO, Beth held key positions at Gibson spanning finance, accounting, treasury, business acquisitions and divestitures, transformation initiatives, and corporate strategy. She is an emerging player of rhythm guitar which she has learned from her father.

Prior to joining Gibson, Beth held leadership positions in Voya, Inc’s strategic finance group including during the company’s IPO and rebranding initiatives. She began her career at Ernst & Young serving multiple clients in Ernst & Young's assurance practice. Beth holds a Bachelor's degree in Business Administration and a Master's degree in Accounting from the University of Georgia.

Anne Rohosy is Chief Human Resources and Transformation Officer of Gibson Inc. As a member of Gibson’s worldwide leadership team, Anne is an expert team builder and is responsible for expanding Gibson’s organizational development and business transformation worldwide with her expertise in global corporate strategy, change management, and operational execution.

Anne joins Gibson with 30 years of experience successfully building global brands in the sporting goods, tech, fashion, and lifestyle industries. Anne has held successful President and Director level executive roles in multiple Fortune 500 companies and currently sits on two global company advisory boards in the consumer apparel and technology space.

A global leader and innovator, Anne has won multiple awards for empowering women to move forward in their careers in the business community and as part of the United Nations Global Compact Women’s Empowerment Principles Leadership Group, she has worked to guide and women in the marketplace and communities across the globe.

Anne puts into action bringing new talent into the industry and has long understood that diversity of the business and people is the key to unlock future growth on a worldwide scale. Prior to joining the Gibson team, Anne served as Executive Vice President and President, Americas, and President of the Docker’s Brand at Levi Strauss & Co., and multiple Director Level roles in the Americas, Europe and LTAM while at Nike Inc. Anne presently holds advisory board positions at Brooks Sports, Inc. and the global tech firm Volumental where her insights and operational strategies continue to help the brands strategically expand in international markets, implement development strategies, as well as achieve balance within Omni Channels.

Music, amps, and guitars have filled Anne’s home for years. Her husband is an accomplished musician, guitarist, songwriter, and producer. Her sons are avid guitar players, all of whom are thrilled that she is part of Gibson!

To view all current career opportunities at Gibson, visit: https://www.gibson.com/en-US/Careers.

Beth Heidt is Gibson’s Chief Marketing Officer (CMO). She leads the global Gibson team of proven executives with broad experience in global brands, marketing, brand experience, and all aspects of cultural influence including entertainment and artist relations, brand partnerships, multi-media including Gibson TV, social media, public relations and our foundation Gibson Gives. Prior to becoming Gibson CMO, Beth spent her early years at Gibson in entertainment relations, and in 2021 was promoted to vice president of cultural influence. Prior to joining Gibson, Beth worked in brand and marketing strategy, production and experiential marketing with House of Blues, Red Bull and Fortune 500 brands including Samsung, Hyundai, Live Nation, Verizon, and AT&T.

A lifelong music lover, Beth has been tenacious in ensuring the loyalty of Gibson artists by taking great care of musicians and their teams, and has led our strong, new business partnerships across entertainment, and all genres of music. Beth has been influential in global marketing and brand-building initiatives, elevating artists throughout the world and amplifying their unique voices, while creating meaningful impressions across artists, film, and TV, reaching millions of fans worldwide every day.

Beth is a board member of Gibson Gives, the Gibson foundation, and serves on the advisory board of the Save The Music Foundation.

Armin Boehm is Gibson's chief commercial officer (CCO) overseeing commercial strategy, sales execution and customer service. He is responsible for establishing organization effectiveness across our BDM (business development managers), RM (relationship managers), and DPS (dealer product specialist) teams.

He joins Gibson with 25 years of experience in the sporting goods and lifestyle industries around the world.

Prior to joining the Gibson team, Armin served as vice president of the commercial and marketing portfolio for the Americas region across premium sports brands including Salomon, Arc’teryx, Atomic, Suunto and Wilson. In this role he was instrumental in leading the Amer Sports brands into omni-channel solutions and sustained profitable growth.

Prior to Amer Sports, Armin served as sales director and head of product creation at Puma Asia Pacific, based in Hong Kong, establishing new subsidiaries in the region and accelerating the direct to consumer business. From 2002 until 2007 Armin directed the global product management and merchandising for apparel as group head across the business units based at its German headquarters. He also worked as head of innovation at Levi’s Strauss in Brussels and began his career at Adidas as research and development manager.

Armin holds a Masters Degree in Business Administration from FH Ludwigshafen, Germany and a Diploma Degree in Engineering from FH Coburg, Germany.

Armin is passionate about music and appreciates art and craftsmanship. He loves exploring cultural differences, adventure travel and spending time with his wife and two kids in the great outdoors.

Luke Ericson is Gibson’s Chief Operating Officer (COO). He leads the Gibson team of proven executives with broad experience in global production, operations, procurement, enterprise solutions and operational excellence.

Luke joined Gibson in May of 2023 from KKR, where he is an operations expert. In this role at KKR, Luke focused on partnering with the management teams at KKR investments to support key business priorities. Like in his new role at Gibson, Luke has served in leadership roles at many other KKR portfolio companies around the world, combining strategic operational excellence vision with real actions to set conditions for success. Before joining KKR, Luke was a management consultant focused on developing and leading broad-based performance improvement programs.

Luke has spent most of his career working with consumer and retail businesses and has extensive experience in operations and supply chain. He grew up in Australia and has lived and worked in the United States for the last decade.

Mark Taylor is Gibson's chief financial officer (CFO) overseeing all finance functions, information technology, legal, tax, treasury, security and facilities. He is responsible for developing the finance function and modernizing Gibson’s technology platforms to bring enhanced capabilities and provide a solid foundation for growth.

Mark joins Gibson with 25 years of experience at recognized brands across multiple industries. His experience includes Finance and IT leadership roles in global brand headquarters, go-tomarket organizations and global operations platforms.

Before joining the Gibson team, Mark served as the Group CFO for K2-MDV Holdings a leading portfolio of iconic brands in winter sports industry. Prior to K2-MDV Holdings, Mark was CFO at Arcus Hunting a P/E owned growth and acquisition platform in the outdoor space. From 2002 – 2015, Mark served in several Financial and IT leadership roles at Amer Sports in the Americas and Europe.

He holds a Bachelor’s Degree in Business Administration from Central Washington University. Mark is an avid skier, homebrewer and almost always has music playing to complement his activities. Since joining Gibson, he has adopted guitar playing as his newest hobby. Mark also enjoys getting outside with his wife and two dogs as well as visiting his three children in Utah, especially during ski season.

Mat Koehler is Gibson’s Vice President of Product. Mat leads the product development team across instruments and sound, two key pillars of Gibson's global strategy and business organization. Mat’s responsibilities are instrumental in the evolution of our portfolio architecture across all Gibson brands. He leads all research, design and development leading to our new product introductions.

Mat grew up around guitars near Les Paul’s hometown of Waukesha, Wisconsin. Two of his uncles worked at local guitar shops, one managing and the other doing guitar repair. Mat’s own curiosity with guitars turned into a passion centered around Gibson and Epiphone, and after running a vintage guitar business for many years, Mat joined Gibson in April of 2016. He started as a product specialist for Gibson Custom Shop and Gibson Memphis, became the Custom Shop product manager in 2018 and Head of Product Development the following year. He is as passionate about Gibson today as ever before, and he vows to be not only a good custodian of our brands and their iconic past, but to continue innovating and empowering musicians and music lovers with new and exciting products as a steward of our future.