Longtime tire industry veteran Bruce Ware is back. The formerly retired marketing and merchandising specialist has joined Tire Consultants Group LLC (TCG).

Ware was hired to oversee Tire Consultant Group’s sales, marketing and merchandising initiatives. His more than 35 years of industry experience began as director of operations for Big O Tires' national distribution center in Oklahoma City. He subsequently moved on to Big O's corporate headquarters in Denver in 1985, where he served as national director of training and manuals. From 1980 to 1989, he served as director of store support.

In 1990 Ware was named vice president of Big O's Northwest Region, and concurrently served as director of the Northwest Region Mutual Benefit Corp. In 1997 he was named vice president for purchasing and inside sales.

In 2003 Mr. Ware moved to Falken Tire Corp.; as director of business development he focused on channel strategy and retail sales. In 2005 he became director of retail sales at Falken Tire. Three years later Ware was appointed vice president of sales, a title he held for six years.

He was vice president of sales and strategic planning for Nitto Tire U.S.A. Corp. from 2014-2016 before retiring for the first time.

"Mr. Ware is a hands-on executive with considerable understanding of the industry from the manufacturer, dealer and marketing perspectives," says Skip Viola, TCG president. "His knowledge and experience are widely respected in the industry, and he stands to make an inestimable contribution to TCG as we ramp up our sales and marketing services to clients in the days ahead."

Tire Consultants Group not only specializes in providing sales, marketing and operational support to tire dealers and wholesalers in North America, but also is skilled in supply chain logistics, strategic planning, research and market analysis. For more information, visit www.tireconsultantsgroup.com.

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