Sweetwater Promotes Bob “Shep” Shepherd and Kenric Knecht to New Senior Leadership Roles

FORT WAYNE, Ind. (May 14, 2025) – Sweetwater, the number one online retailer for music makers, is thrilled to announce two leadership promotions, along with the creation of a new senior leadership role, solidifying our commitments to strategic growth and to serving core customers and new audiences. 

Bob “Shep” Shepherd is taking on the newly created role of Senior Vice President of Business Intelligence & Analytics. A 25-year veteran of the music retail industry, Shepherd spent the last seven years serving as Sweetwater’s Senior Vice President of Merchandising. In his new role, Shepherd will partner with business leaders across the company to drive operational performance and outcomes. He will report to Chief Financial Officer Greg Clark.  

“Shep’s experience and track record of strong performance across many disciplines at Sweetwater demonstrate he is uniquely qualified to lead a world-class team of analysts to elevate Sweetwater’s level of insights and actionable strategies,” explained Clark.   

Additionally, Kenric Knecht has been promoted to Vice President of Merchandising. In this role, Knecht will oversee the industry-leading, world-class merchandising efforts previously implemented by Shepherd. This includes leading Sweetwater’s best-in-class strategies for product assortment, pricing, promotions, and vendor relationships. Previously, Knecht served as a Vice President of Merchandising for Drums and Band & Orchestra (B&O). He will report to Chief Supply Chain Officer Phil Rich. 

“With over 30 years of experience in numerous disciplines and leadership roles, Kenric is one of the top professionals in the music industry today,” said Rich. “I’m confident that under Kenric’s leadership, we will continue our mission of developing our people, partnering with our vendors, serving our community, and ensuring every customer experiences the Sweetwater Difference.” 

To learn more about Sweetwater’s award-winning culture and to explore career opportunities, visit sweetwater.com/careers.  

About Sweetwater 

The number one online retailer for music makers, Sweetwater is trusted and beloved by millions of musicians, audio engineers, teachers, band and orchestra directors, and podcasters who rely on the company to help advance their musical and creative journeys. From beginners to rock stars, music makers everywhere seek out Sweetwater’s industry-leading expertise, including in-depth product videos to inform their purchases and unrivaled post-care support. Headquartered in Fort Wayne, Indiana, and founded in 1979, Sweetwater Sound, LLC credits its four decades of growth to its 2,500 employees and its deep understanding of the profound connection that music makers have with their craft, their gear, and the creative process. Sweetwater is amplifying change through music and is lifting up communities by creating, empowering, and caring about the music makers of tomorrow and today. For more information, visit Sweetwater.com.