A Firm Foundation, a Bold Future: J.W. Pepper Sales Leadership Changes to Drive Future Growth
Exton, PA — April 6, 2026 — J.W. Pepper, the trusted leader in the sheet music retail industry, announced sales leadership changes designed to honor its long-standing legacy while positioning the company for bold, strategic growth in the years ahead.
Honoring the Foundation: Celebrating a Long‑Time Leader
After 33 years of service, Kathy Fernandes, Chief Sales and Marketing Officer, will retire in October 2026. Throughout her tenure, she helped define the company’s identity—expanding its catalog, strengthening relationships across music education, church, and publishing communities, and guiding the shift from traditional catalog and retail marketing to a modern multichannel organization. Fernandes led several major initiatives, most notably the establishment of the J.W. Pepper Scholarship Program, which to date has supported 55 students seeking music education degrees. She has also been a national advocate for music through her service with ACDA, NAfME’s Roundtable, and the Support Music Coalition. In 2023, she received the Music Publishers Association’s Arnold Broido Award for Copyright Advocacy, recognizing more than a decade of leadership in supporting music creators on its Education Committee and board.
“Kathy has built meaningful relationships with our customers, publishers, and music associations throughout her career,” said CEO Glenn Burtch. “Her legacy of excellence and integrity reflects that of the entire Pepper organization, deeply rooted in respecting the needs of our customers and the music industry.”
Kathy will continue supporting the company during the transition period.
Looking Ahead: Welcoming New Leadership for the Next Chapter
To strengthen the company’s future direction, J.W. Pepper welcomes Craig Sternberg as Vice President of Sales and Marketing. Sternberg brings more than 20 years of experience driving revenue growth, sales strategy, and digital marketing across the music industry. His career spans leadership roles at music technology companies, instrument brands, and entertainment platforms, where he consistently built high-performing teams and scaled revenue through both B2B and direct-to-consumer channels. Known for his ability to drive both heritage brand growth and digital transformation, Craig delivers results with the expertise and perspective of an authentic musician. Sternberg will report to Eric King, CFO.
“My career has been defined by one constant: helping musicians at every stage of their journey,” says Sternberg. “J.W. Pepper sits at the intersection of that mission and real scale, and the opportunity to shape the musical lives of millions of students, educators, and performers is one I am absolutely thrilled to step into.”
Expanding the Team to Support Growth
Reporting to Sternberg is Ian Mcloughlin, Senior Marketing Director. Pepper welcomes additional management team members to support its expanding business initiatives, including:
Steven Steward, Director of School Sales – Steward will oversee Pepper’s Account Management Team and school specialists to ensure Pepper continues to meet customer needs and drive growth in this core customer segment. Steward has a deep background in serving the music education market through management roles at various retailers.
John Payton, Director of Sales Growth – John Payton (JP) has been promoted from his role as Product Sales Manager to oversee a growth team focused on school, church, community, collegiate, composer, and consumer markets. Payton has a long history of serving musical customers through his work both prior to and with Pepper.
Pepper remains steadfast in its longstanding commitment to its customers. The new team members will join with existing talent to drive innovation, strengthen customer experience, and support the evolving needs of educators, performers, and music enthusiasts.
