Petaluma, Calif. — Mitchell Witten has joined Core Brands as brand manager for Niles and Sunfire.
Witten joins Core from Monster Products where he was senior product area manager since 2009 with responsibility for all aspects of audio and wireless technology product development.
He will report to Core Brands audio segment director Mark Weisenberg.
“The Niles and Sunfire brands are iconic to both custom installation dealers and consumers,” Weisenberg said, “and now these great brands have a uniquely qualified brand steward who can ensure that they remain iconic for years to come. Mitch brings more than 20 years of strategic industry experience to our team and this experience is going to immediately benefit our many loyal dealers and consumers who expect the very best in innovation, performance, and value from Niles and Sunfire products.”
Prior to Monster from 2005 through 2009, Witten was the owner of and principal consultant at 1 Bear & Associates, a Coronado, Calif.-based consulting company focused on the marketing and sales of high-performance CE products and technologies.
Other industry experience includes serving as sales and marketing VP, as well as of marketing and product planning VP, at Sonance, a division of Dana Innovations, over a period that ran from 2000 through 2005. He also served as business development VP at Pioneer Electronics (USA) from 1997 to 2000 and market development VP at Infinity Systems (a Harman International Company) from 1992 to 1997. Additional experience was acquired at Faroudja Laboratories, Cinema Products Corporation, TEAC America, DBX, Lanier/Harris, Third Century Marketing, and Tech HiFi & Audio Innovators.
He is a former member of the Consumer Electronics Association (CEA) Audio Board and CEA MRAV Board and remains very active in the CE and CI industries, often acting as a corporate representative, volunteer, instructor and public speaker for the CEA, CEDIA, HTSA, PARA, PRO Group, HES, NATM, DAA, ERA and IPRO. A founding member of the Academy for the Advancement of High Performance Audio & Video, Witten has also received numerous industry association and publication design and engineering awards.
Core Brands is a subsidiary of Nortek, includes Aton, BlueBolt, Elan, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire and Xantech brands.