Jersey City-based Casio America, Inc. has announced a key leadership transition, appointing Dave Shaw as the company’s new director of marketing. Shaw succeeds Sue VanderSchans, a 30-year veteran of the company, following her planned retirement.
The appointment comes at a critical juncture for the U.S. subsidiary of the Japanese electronics giant, as it seeks to modernize its operations and unify its “corporate storytelling” across its diverse portfolio of timepieces, musical instruments, and education technology.
Shaw is no stranger to the Casio ecosystem. Having joined the company in January 2021, he most recently served as the Senior Manager of Digital Marketing within the Education Technology Division. In that role, he was credited with strengthening data-informed decision-making and advancing strategic initiatives in the competitive U.S. education market.
In his new capacity, Shaw will oversee:
- Integrated communications: Aligning social media, PR, and brand messaging.
- Executive & external communications: Managing corporate narratives and agency engagement.
- Major product launches: Providing strategic direction for trade shows and multi-divisional initiatives.
“Dave understands our business at a fundamental level, from our education technology roots to our evolving consumer portfolio,” Yusuke Suzuki, president and CEO of Casio America, Inc. said. “His leadership will be critical in shaping how we engage with customers, partners, and the broader community.”
The transition marks the end of an era for Sue VanderSchans, who spent over three decades shaping the Casio brand in the United States. VanderSchans was instrumental in guiding marketing communications across multiple business divisions, providing a stable foundation for the growth Shaw is now tasked with accelerating.
“One of the most rewarding parts of my time at Casio has been building a communications platform that supports every division,” VanderSchans noted, expressing her confidence in Shaw’s ability to maintain “alignment, clarity, and creativity.”
With over a decade of experience in consumer electronics and real estate franchising, Shaw is expected to bring an “audience-first” perspective to the role. Interestingly, Shaw is also a self-published author—a creative background that CEO Yusuke Suzuki believes reflects the discipline and curiosity needed to elevate Casio’s voice in an increasingly crowded marketplace.
“It’s an honor to step into this role,” Shaw said. “We have an opportunity to deepen how we connect with educators, musicians, and consumers… while staying true to the reliability and creativity that define the Casio brand.”
