Justin Norvell

Executive Vice President, Fender Products
Fender Musical Instruments Corporation

Justin Norvell brings more than 20 years of global experience as Executive Vice President, Fender Products at Fender Musical Instruments Corporation (FMIC), the world’s leading guitar manufacturer, transforming music history since 1946. In this role, Norvell oversees all aspects of the Fender Brand, including electric guitars and basses, acoustic guitars, amplifiers, accessories, lifestyle, and licensing. Throughout his career at FMIC, he has touched on many specialties within the company, truly solidifying his knowledge of the brand’s mission. His keen sense of the industry and combination of creative and analytical skills, has influenced an increase in global sales, profitability and demand, while solidifying Fender’s reputation and
large product lines.

In February 1996, he first joined the Fender Marketing team with a focus on strings and accessories before moving onto Squier guitars and basses several years later. Since his time as Director of Marketing and Vice President, Product Development – Electric Guitars, Basses and Accessories, he has directed the company’s flagship product line of electric guitars and basses dispersed throughout eight divisions and five factories. He guides his team through all stages of execution from product ideation to launch, managing the process among inventories, artists, designers, product campaigns, sales forecasting, product presentations, and negotiations. Justin’s leadership has resulted in numerous achievements, including a 50 percent increase in sales in category and market share; a reduction of SKU counts by 30 percent over two years, while maintaining optimal revenue levels; as well as identifying new arenas of sales for launches such as Jazzmaster, Jaguar and alternative instruments.

Always on the pulse of emerging cultural trends and talent, Norvell has also aligned Fender with relevant brand and product partnerships including OBEY, Brixton, Incase and top musical talent such as John Mayer, Foo Fighters, Sonic Youth, Kurt Cobain’s estate and Radiohead to create award-winning new guitar designs and models. Justin has been a lifelong musician and was first introduced to the music scene while living in England during his early teen years. He is a multi-instrumentalist skilled in guitar, bass, drums and keyboard, as well as an esteemed composer with original music that has been broadcast worldwide. His current collection boasts more than 20 instruments; his favorites being the Fender Stratocaster, Telecaster and his ’63 Jazzmaster.

Norvell earned a Bachelor of Arts degree from Arizona State University. He currently resides in Los Angeles, Calif. with his wife Tricia, their two sons and one daughter.