Doster Will Replace Krcelic at TBC Brands

May 4, 2021

Marty Krcelic, president and COO of TBC Brands and executive vice president of TBC Corp., will retire on June 30 after nearly 21 years with TBC.  Succeeding Krcelic and leading TBC Brands is Geoff Doster as senior vice president of sales.

Doster is currently vice president of sales for TBC brands, responsible for the United States and Canada. His duties will expand to include oversight of the TBC Brands business, customer service, commercial truck tire sales and equipment and non-tire sales.

"Throughout his tenure with TBC, Marty has been an active participant in TBC initiatives, expanding well beyond TBC Brands," say company officials.

"His leadership and strategic contributions have been integral to the success of TBC Corporation."

Under Krcelic's leadership, TBC Brands "has become one of the largest distributors of proprietary brand tires in North America, known for a steadfast commitment to quality, safety and value. The organization has thrived during times of rapid growth and expansion, successfully navigated obstacles faced throughout the industry and, throughout it all, remained committed to providing customers unwavering service excellence and top-tier performance products offering improved profitability opportunities." 

“I have had the privilege of working alongside Marty for many years through times of transformation, adversity and tremendous growth,” says TBC President and CEO Erik Olsen. 

“The sheer breadth and depth of all of Marty’s contributions to our organization, to our customers, to our partners and even extending beyond to our entire industry is nothing shy of inspirational.”

Olsen also will retire at the end of June. He will be replaced by Laurent Bourrut.

Doster joined TBC in November 2003 as a warehouse manager in Greer, S.C., After three years, he was promoted to director of marketing for Carroll Tire and was then named director of sales - a position he held for five years, before becoming regional vice president of sales for the eastern United States, a title he held until 2018.

"For the last three years, as vice president of sales for TBC Brands, responsible for the United States and Canada, Geoff has continued to lead his team to an extraordinary amount of success," say TBC officials.

"Under his leadership, the team continues to grow the business, even with the additional obstacles as a result of the COVID-19 pandemic. His efforts have resulted in increased sales, higher customer service satisfaction ratings and continued development of customer-specific promotional activity to drive ongoing opportunities."

“Geoff has been successfully leading the TBC Brands sales organization for many years now,” says Krcelic. “I am confident that under his leadership, the TBC Brands team will continue to thrive with a steadfast focus on exceeding the expectations of our dealer network, while continuing to support our internal TBC customer base.”

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