Fender Promotes from Within for New CEO

Fender Musical Instruments Corp. (Hollywood, Calif.) has promoted Edward “Bud” Cole to CEO and member of its board. Cole will serve begin serving as CEO-Designate of the legendary guitar brand effective Jan.19 and will then assume the CEO role Feb. 16. He succeeds Andy Mooney, who is retiring.

Cole is currently President of Fender Asia Pacific, where his accomplishments include leading the creation in 2023 of the first Fender flagship retail experience, in Harajuku, Tokyo. Prior to his decade-long tenure in that role, Cole held senior leadership roles at several global lifestyle, luxury and consumer brands, including Pernod Ricard, LVMH, QVC and Ralph Lauren.

A lifelong musician, Cole bought his first electric guitar — a Fender made-in-Japan 1969 Thinline Telecaster reissue — as a teenager and still plays it today. His personal connection to Fender’s legacy and to the player community continues to shape his approach to leadership.

“To lead Fender is the honor of a lifetime,” said Cole. “This brand has been a part of my life since childhood, and I’m committed to ensuring Fender continues to empower players everywhere, from beginners picking up their first guitar to the artists shaping the sound of today and tomorrow. Together with our global teams, partners and loyal community of players, we will write the next era of Fender’s history.”

Said Mark Fukunaga, Executive Chairman of the FMIC board, “Bud has been one of the most impactful leaders within our organization. He has a deep understanding of the Fender brand, our global players and the commercial and operational foundation required to propel us into the future. His track record of building teams, expanding markets and elevating Fender’s presence around the world makes him uniquely qualified to lead the next chapter of growth.”