Atlantic Technology has announced several strategic internal changes to improve the brand’s corporate visibility and impact on the market, and also to accelerate the company’s time-to-market performance with new products under development.
With a large number of new products in various stages of development — many with the company’s H-PAS bass technology — Atlantic’s goal is to achieve fast time-to-market and optimum market impact with a renewed focus on marketing communications and product management.
“As the company solidifies its plans for future H-PAS product families,” said Atlantic president Peter Tribeman, “we’ve recognized a need to expand the scale of our activities without diluting our brand along those paths chosen by some of our competitors. We will soon implement H-PAS technology into several new product areas, including free-standing subwoofers and in-wall speakers. What we will not do is to put our logo on dime-a-dozen contractor speakers or disappoint our loyal dealer base.”
Three long-time Atlantic Technology employees, Lawrence Davis, Steve Feinstein, and Joe Meisner, are at the center of the re-energized organizational moves.
“These are individuals who are about as good at what they do as I’ve ever seen,” said Tribeman, explaining the company’s new internal organizational structure. “It makes sense to have your strongest people contributing in the roles for which they’re best suited. This is what makes Atlantic Technology a better company.”
Lawrence Davis, the company’s long-time VP of sales, is now VP of sales and marketing with the goal of full integration across these two key functions. By more closely coordinating their sales and marketing activities, Davis looks to facilitate faster and more accurate feedback on market needs and emerging trends.
Steve Feinstein, director of marketing, will have new authority and responsibilities in the area of “outside” marketing. He will be working closely with Davis to improve Atlantic’s presence on the web and in the area of social media, while creating new avenues for end-user/dealer/installer communications with the company.
Joe Meisner, director of logistics and pperations, will now be fully responsible for interaction with Atlantic’s suppliers and vendors, and for creating strict developmental schedules and timetables to maximize the efficiency of sample and prototype procurement, as well as timely finished production delivery.
These personnel changes are effective immediately.
The first of the new H-PAS-equipped models is expected to be a self-powered soundbar (recently shown at CEDIA), followed by in-wall products and compact free-standing subwoofers. In preparation for the new models in their lineup, Atlantic is curtailing the availability of their 10e CSB subwoofer and IWCB-727 in-wall speaker.
