Alliance Tire Americas Inc. (ATA) announced its recent hire of tire industry veteran Bruce Besancon to fill the role of vice president of Marketing.
As keynote speaker at last year’s Tire Industry Association OTR conference, Besancon comes to Alliance with more than 20 years of expertise working for Michelin North America Inc., including nearly five years heading up marketing efforts for Michelin’s earth mover business unit.
“Bruce is coming to Alliance with a wealth of knowledge born out of his experience with one of the world’s most visible tire brands,” says Manny Cicero, president of Alliance Tire Americas.
“We couldn’t have hoped for a better candidate in our search to fill this important leadership role, especially now as we are working to reach our significant market growth targets.”
As vice president of Marketing for ATA, Besancon will be responsible for developing strategies to drive awareness and acceptance of the company’s Alliance, Galaxy and Primex brands as well as the Aeolus brand. He will be based in Alliance Tire Americas’ headquarters in Wakefield, Mass.
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Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993.