On the Rise: Omar Shafi

Omar Shafi

Senior brand manager | TBC Corp. | Fayetteville, Ark. | Age: 34

What was your first job in the industry?

Michelin’s Global Leadership Program Associate. It’s a post-MBA rotation program that exposes candidates to a variety of sales and marketing assignments. It really helped build the industry foundation that I have today as well as build my sales and marketing skills.

What attracted you to the industry?

I’m a chemical engineer at heart. I got my undergraduate degree in chemical engineering. Tires are fascinating because they’re designed and manufactured to be highly durable. It’s a highly technical field. It’s also a humbling field. At the core of the industry, tires keep people mobile, help keep businesses running, and support people who move the world. It’s humbling.

What is the biggest challenge you’ve faced in your career?

Facing uncertainty during COVID. I don’t think there was a period that was more disruptive. Market uncertainty was rampant and it’s really difficult to grow a business when there’s so much uncertainty.

Who has had the biggest influence on your career?

Kaz Holley. He was my first manager at Michelin. He helped me grow from an CPG Operations Manager to a marketing and sales professional in the tire industry. I’m glad that I’ll be working with him again at TBC Corp.

What is your biggest accomplishment in the industry?

Establishing category management in the commercial tire channel. It was a relatively new concept at Michelin — even on the passenger tire side. However, the benefits of category management — the analytics, digitization, and end user understanding — were huge.

Tell us about your current job and responsibilities. How do you spend your workday?

I lead the medium radial truck category at TBC, which means I’m responsible for growing the business and managing our Tier-three and Tier-four exclusive brands across different customer channels. I spend a lot of time working with teams like sales, purchasing, finance and channel strategy to make sure we’re aligned and executing strong brand strategies.

I also help drive product innovation and lead go-to-market launches, making sure new products hit the market smoothly and with impact. I work closely with our vice president of commercial tire brand management on transforming the MRT category and building out our commercial channel growth strategy. It’s all about making sure we’re aligned with TBC’s long-term goals and setting ourselves up for strong market share growth over the next few years.

Day to day, I’m usually bouncing between strategy sessions, team check-ins, reviewing data and working on plans to improve performance. It’s a mix of big-picture thinking and hands-on collaboration.

What’s exciting is that the work we do directly impacts tire dealers and their customers. By building a strong product lineup and making sure our brands are well-positioned, we help dealers offer reliable, high-quality tires that meet the needs of everyday drivers and fleets.

Tell us about your family.

I am married to my wife, Madelyn. We've been together for over two years and got married in April 2025. My father and mother are both in Texas living their best lives. I have a younger brother that's currently an associate brand manager and another brother who’s a chemical engineer.

What is the most essential professional skill for someone in your job?

The most essential professional skill is strategic thinking with strong cross-functional collaboration. You need to be able to see the big picture — understand market trends, customer needs, and long-term business goals — and then translate that into actionable plans. However, having a plan isn't enough. You need to work across teams like sales, finance, purchasing and supply chain to bring those plans to life. No one can do it alone.

On a practical level, that means being comfortable with data, making informed decisions and communicating clearly with different stakeholders. It’s a mix of leadership, problem-solving and relationship-building.

What song takes you back to high school?

“Stairway to Heaven” by Led Zeppelin. I really got into classic rock during high school.

If you could start a new career tomorrow, what would you do?

When I started my career, I had always wanted to be a plant manager. The beauty of being a plant manager lies in the unique blend of leadership, problem-solving and hands-on impact. You’re not just overseeing production. You’re leading people, solving real-time challenges, and making sure everything runs smoothly and safely.

Do you live by inbox zero, or inbox disaster?

Inbox zero. Having an unread email bugs me, and I like to respect people’s time.

In the next 10 years, what will be the biggest change in the tire industry?

I believe the biggest change in the tire industry over the next decade will be driven by Artificial Intelligence. AI is set to transform how manufacturers and distributors interact with their customers: making processes faster, smarter and more personalized. From inventory management and quality control to predictive maintenance, AI will reshape the entire supply chain.

What moment in life would you like to live over again?

Getting married to my wife! We had our entire family celebrate with us. It's one of those rare moments in life where you can have everyone you care about be in one location at the same time.

What hobby or activity helps you unwind?

Going to the gym — it's always a great way to clear your mind.

If it was your job to persuade new people to join the tire industry, what would be your best selling point?

The best-selling point for me would be how impactful the industry is. Tires keep the world moving. Every vehicle — from passenger cars and delivery vans to long-haul trucks and emergency vehicles — relies on tires. Without them, modern life would abruptly stop in place. The impact to essential services would be severely impacted. The tire industry plays a quiet but powerful role in keeping the world moving safely and efficiently.

What’s one thing you would change about yourself?

One thing I’d change about myself is being more comfortable with slowing down. In fast-paced environments, it’s easy to stay in execution mode and constantly push forward. However, taking a step back to reflect, reassess, or even celebrate progress can lead to better decisions and stronger team dynamics.

Pick a celebrity and explain why you think he/she would be a great tire dealer.

Charles Barkley. He's authentic, outspoken and really funny. Charles would be very honest about what tires you would need — what he likes about certain tires — what he does not like about certain tires. People would come into the shop to have an honest assessment and a laugh.