Cort Guitars Logo 5 Cort Guitars Appoints Steve Araujo as Head of Strategic Sales and Product Relations for the Americas SEOUL, SOUTH KOREA-Cort Guitars appoints Steve Araujo as Head of Strategic Sales and Product Relations for all the Americas, bringing more than a decade of experience in sales, marketing, and artist relations within the musical instrument industry to the role.
Araujo joins Cort following his tenure at G&L Guitars, where he served as Director of Sales, Marketing & Artist Relations and led a range of national and international initiatives spanning revenue growth, product launches, and brand engagement. In his new position, Araujo will focus on strengthening Cort’s sales strategy and product positioning across North, Central, and South America, while also collaborating closely with artists and partners to support brand development and market presence.
His background combines direct experience in sales operations with a track record of managing cross-functional projects and executing campaigns designed to expand visibility and engagement. During his time at G&L Guitars, Araujo directed sales and marketing efforts that supported revenue growth through coordinated campaign management, sales enablement, and product launch execution. He also oversaw artist relations, securing partnerships that contributed to broader brand exposure, and managed end-to-end project execution for media production, tradeshows, and digital initiatives.
His work included producing more than 100 product demo videos, contributing to increased online engagement, and leading website and digital marketing efforts. Beyond his corporate experience, Araujo brings a strong background in media and community building. He is the founder of The Bass Hang, an online musician platform that has generated more than 2 million video views through original content and industry collaborations. He also serves as a television host for programs including Beyond 11 and Take the Lead, where he manages production and connects audiences with music industry professionals.
Araujo’s combined experience in sales strategy, content development, and artist engagement reflects a multifaceted approach to modern brand building in the musical instrument industry. His bilingual capabilities in English and Spanish further support Cort’s ability to engage with a diverse market across the Americas. With this appointment, Cort Guitars continues to invest in experienced leadership to support its evolving sales and product strategies in key global markets.
For more information, visit cortguitars.com.
