TBC Promotes Ortega, Tibor

TBC Corp. has promoted Greg Ortega to chief purchasing officer and has named Rachel Tibor chief marketing officer, wholesale.

In his new role, Ortega joins TBC’s executive team and will oversee the company’s global purchasing strategies and supplier partnerships. He reports directly to TBC President and CEO Don Byrd.

Ortega, who joined TBC in 1996, has more than 30 years of progressive leadership roles in purchasing, merchandising, product marketing and sales. He most recently served as TBC group vice president, where he led the company's consumer and commercial tire procurement strategies and deepened supplier partnerships.

"Greg's tenure at TBC has given him in-depth knowledge of our business and industry and in his new role, he will continue to strengthen our company by leading our integrated, enterprise-wide approach to purchasing," says Byrd. "Greg has served a critical role in shaping key relationships to support our competitive advantage and positioned us for long-term growth."

In her new role, Tibor, who also reports to Byrd, joins TBC’s executive team and "will lead the company’s insight-driven, go-to-market strategy," according to TBC officials.

"Tibor, who has more than two decades of experience, joined TBC in 2023 as group vice president of wholesale marketing. In this role, she led the development of the company's wholesale strategy, including leading marketing, brand positioning and customer engagement."

"Rachel has created deep alignment across multiple disciplines and provided data-driven approaches that deliver a best-in-class customer experience," says Byrd. "As chief marketing officer, Rachel will continue to provide rigor and focused strategies that will drive TBC forward."

TBC is celebrating its 70th anniversary this year.