The veteran global brand leader and current President of Fender Asia Pacific will succeed Andy Mooney, who retires after a decade of transformative growth.
Fender has announced a major leadership change, with Edward “Bud” Cole stepping up as the company’s new CEO. Cole will serve as CEO-Designate from 19 January 2026 before officially taking the reins on 16 February, succeeding Andy Mooney, who retires after a decade of transformative growth and innovation.
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Cole isn’t new to Fender—far from it. As President of Fender Asia Pacific, he’s spent the past decade shaping some of the company’s most significant growth initiatives, expanding Fender’s business across 14 countries in the APAC region. His resume spans Pernod Ricard, LVMH, QVC, and Ralph Lauren, where he has built brands at scale across more than 60 countries.
A bilingual English and Japanese speaker, Cole has been instrumental in strengthening Fender’s global footprint. He launched Fender’s APAC headquarters in Tokyo, built direct-to-dealer operations in Australia that dramatically improved efficiency and distribution, and expanded Fender into mainland China and Korea with smart direct-to-consumer strategies.
Cole also created the world’s first Fender Flagship retail experience in Harajuku, Tokyo, and ultimately defined what a Fender brick-and-mortar presence could be. He has cultivated a robust artist ecosystem across the APAC region, driving product innovation that included multiple Made-in-Japan launches. Those releases didn’t just perform well locally but became standout global hits, strengthening Fender’s cultural influence throughout the region.
“Bud has been one of the most impactful leaders within our organisation,” said Mark Fukunaga, Executive Chairman of the FMIC Board. “He has a deep understanding of the Fender brand, our global players, and the commercial and operational foundation required to propel us into the future. His track record of building teams, expanding markets, and elevating Fender’s presence around the world makes him uniquely qualified to lead the next chapter of growth. On behalf of the Board, I also want to thank Andy Mooney for his leadership over the past decade and for the significant contributions he has made to the company.”
Andy Mooney’s tenure has been remarkable. Since joining Fender in 2015, he has more than doubled the company’s size and extended its worldwide leadership in the musical instruments category. He championed product and marketing innovation and successfully guided Fender into subscription-based digital software, a move that expanded the brand’s reach into new territory.
“Leading Fender has been a highlight of my career,” said Mooney. “I’m deeply grateful for the creativity and commitment of the Fender teams around the world and proud of what we’ve accomplished. I’m excited to pass the baton on to Bud and confident that under his leadership, Fender will continue to inspire players for generations to come.”
Cole’s connection to Fender runs deep. His first electric guitar, as a teenager, was a Fender Made-in-Japan 1969 Thinline Telecaster reissue, and he still plays it today. That personal connection to Fender’s legacy and to the player community shapes how he approaches leadership.
“To lead Fender is the honour of a lifetime,” said Cole. “This brand has been a part of my life since childhood, and I’m committed to ensuring Fender continues to empower players everywhere, from beginners picking up their first guitar to the artists shaping the sound of today and tomorrow. Together with our global teams, partners, and loyal community of players, we will write the next era of Fender’s history.”
Cole’s appointment marks the beginning of a new chapter for Fender as the company continues to expand its global footprint, deepen its commitment to players, and shape the future of music worldwide.
