Luis Ceneviz becomes director of Cooper's European tire operations on Oct. 1. He will continue to lead the company's Latin America tire operations.

Luis Ceneviz becomes director of Cooper's European tire operations on Oct. 1. He will continue to lead the company's Latin America tire operations.

Cooper Tire & Rubber Co. has named Luis Ceneviz managing director-Europe tire operations, effective Oct. 1. Ceneviz will continue as managing director-Latin America tire operations, a position he has held since March 2015.

The dual role will make Ceneviz responsible for the company’s business throughout Europe, the Middle East and Africa in addition to his existing responsibility for Latin America, including Mexico and Central and South America.

“Luis is uniquely qualified to assume this expanded role with broadened geographic responsibility,” says Brad Hughes, Cooper’s president and chief executive officer.

“He has lived and worked in almost every continent during his more than 35 years with leading companies in the tire industry and has the right combination of skills and experience to handle this new dual role. In a relatively brief time, Luis has assembled a strong team in Latin America that is effectively executing our growth strategy and is well-equipped to continue to succeed as Luis applies his global experience on also driving growth for Cooper in Europe, the Middle East and Africa.”

Ceneviz will succeed Jeff Schumaker in the Europe leadership role. Schumaker, a 28-year Cooper veteran who has served as managing director-Europe tire operations since January 2013, will assume a new position as vice president – global manufacturing.

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