Nokian Names New Director of Marketing, and Promotes Bourassa

May 25, 2016

Nokian Tyres plc has hired Hans Dyhrman as director of marketing for Nokian Tyres North America. Previous Director of Marketing Steve Bourassa is being promoted to North American product director.

In his new job Bourassa will work to shape Nokian’s product and pricing strategy throughout the U.S. and Canada. Bourassa also will maintain a role in the marketing team throughout the transition.

Dyhrman will serve as the marketing team lead and will coordinate all marketing related activities throughout the U.S. and Canada. He will be based at Nokian's North America headquarters in Colchester, Vt.

Dyhrman has experience growing consumer brands in North America, and Nokian says he brings a fresh approach to the company's marketing, with plans to support Nokian’s dealer network with expanded marketing and partnership efforts.

“I’m excited to be joining such a proven brand and company at a time when it’s expanding its product distribution and services here in North America,” says Dyhrman. “We have a real opportunity to work closely with our dealers to expand Nokian Tyres’ reach, and support our partners who sell Nokian Tyres through increased marketing investments.”

Prior to joining Nokian, Dyhrman held various marketing positions with Elan USA, Burton Snowboards, Lazer Sports and most recently Keurig Green Mountain. Dyhrman earned a bachelor's degree in marketing and management from the University of Montana, as well as an MBA from the University of Vermont.

“We’re pleased to have Hans join the Nokian Tyres family,” says Tommi Heinonen, president of Nokian Tyres North America. “He brings a wealth of marketing and business knowledge to the team and will be an integral part of Nokian Tyres’ continued growth.” 

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