Rich Lackowski and Alex Ordoñez Promoted to Vice President Positions at Alfred Music

Los Angeles, CA—February 28, 2014
Alfred Music, in an effort to better serve its retailers, educators, and consumers, is proud to announce the promotion of Rich Lackowski to Vice President, Digital Business Development and Alex Ordoñez to Vice President, Marketing.

0227_lackowskiRich Lackowski is leading Alfred Music’s digital strategy to create, leverage, and maintain new sales and strategic opportunities within the growing digital marketplace, with a focus on eBooks, digital sheet music, apps, videos on demand, and more.

After studying Business & Marketing at Purdue University, Lackowski began working at Alfred Music in 2002 as an MI Product Line Marketing Coordinator. He has worked in the marketing, public relations, and advertising areas of Alfred Music before advancing to his current role as Vice President, Digital Business Development. Lackowski has demonstrated success and earned a highly-respected reputation both in digital music publishing, earning several annual employee awards for breakthrough performance and innovation, and as an author, winning several awards for his On the Beaten Path series of instructional drum books.

“It is an honor to work in the music products industry during a time when it is undergoing so many wonderful and exciting changes,” said Lackowski. “Music should be accessible to everyone in both printed and digital form. I am honored to continue moving Alfred Music forward and developing new exciting ways for musicians to learn, teach, and play music.”

Lackowski’s forward-thinking initiatives have led the company to release new, digital media + print bundled products, including the recently released DiY method  which offers downloadable and/or streaming audio and video content to complement each lesson in the book, delivered to any internet-connected device (computer, tablet, phone, smart TV, game console, etc.).

“I am excited to expand on our current product offerings and provide our customers with more interactive, immersive, and engaging tools to fit a variety of lifestyles and learning styles,” Lackowski continues. “We invite any retailers who are interested in selling book/digital media bundles, digital sheet music, and digital videos to contact their Alfred sales rep to learn what options are available and to get started in this exciting, and growing segment of our business.”   

0227_ordonezAlex Ordoñez is overseeing Alfred Music’s Marketing team to help better serve its thousands of active retailers and hundreds of thousands of educators and consumers. Ordoñez’s primarily roles is to develop, oversee, and execute short and long term strategic marketing and sales plans for all areas including sheet music (print and digital) as well as musical gear and accessories.

Ordoñez has been a piano player since age 8 and began learning to play the guitar at age 20, while serving in the United States Army. He later attended California State University, Northridge, majoring in Music Industry Studies and then got his start at Alfred Music in 2005, in an administrative assistant role. He was shortly thereafter promoted to an event coordinator, working closely with Alfred Music’s piano product line and the same authors and editors whose books he had used throughout his music studies. His position quickly expanded to include marketing manager for both the piano and MI product lines before taking on the role of Director of Marketing in early 2013. Over his 9 years of service to Alfred Music, Ordoñez was awarded several internal awards for breakthrough performance. In his role as Vice President of Marketing, Ordoñez leads the marketing team to continue to provide dealer resources through innovative campaigns and initiatives.

“I am excited to take on this new challenge and opportunity as Alfred Music’s Vice President of Marketing. I want Alfred Music to continue being a dependable resource for our dealers and partners. “Alfred Music is constantly working on exciting products and developments that are helping to bring success to our industry. I want everything we do in Marketing to support our incredible dealers, sales, events, production, and business development teams to help people experience the joy of making music. Alfred Music is a family company and our dealers and customers are part of our extended family. We all play a very important role in each others’ success and when I hear that a dealer’s business improved because of a program that Alfred Music provided, or a new customer was able to learn an instrument because our quality content, I feel like I’ve done my job,” said Ordoñez.

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