On the Rise: Seth Godley

Seth Godley

Marketing manager | Alma Tire Companies | Alma, Mich. | Age: 36

What was your first job in the industry?

My first role in the industry was serving as the human capital manager at Alma Tire Companies. In that position, I was fortunate to dive in headfirst, earning both a Tire Industry Association 300 certification and a Bandag Retread Technician Apprenticeship credential. These experiences gave me a deeper appreciation and respect for our technicians and the critical work they perform every day.

What attracted you to the industry?

The tire industry truly found me. I have always sought to surround myself with exceptional people, and it was through those relationships that an opportunity in this industry presented itself. It was one I simply could not pass up.

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

One of the greatest ongoing challenges in our industry is finding talent that is truly workforce-ready. This need has led us to actively engage with resource groups and establish strong partnerships with local trade schools. Through these relationships, we have begun building a pipeline of young talent from area CTE programs. In addition, we have developed apprenticeships for automotive technicians and are preparing to launch a similar program for heavy-duty technicians.

Who has had the biggest influence on your career?

I often say that I inherited my work ethic from my father and my empathy from my mother. Combined with the unwavering encouragement and drive I receive from my wife, these qualities have consistently guided my career in the right direction.

What is your biggest accomplishment in the industry?

In 2023, Alma Tire Companies was recognized as one of the Top 50 Companies to Watch by Michigan Celebrates Small Business. I was proud to represent our organization and accept the award on behalf of our 100 employees, whose dedication and hard work made the achievement possible.

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

I currently serve as the marketing manager at Alma Tire Companies, where I oversee digital marketing, community engagement, brand management and event coordination. In addition, I work closely with our sales management team to support the growth and success of our Modern Mechanics and ATS Fleet Service divisions.

Tell us about your family.

I come from a modest family background. My mother has operated a daycare center for more than 35 years, and my father owns a local flower shop. I have two sisters, a brother and four nephews. This October, my wife and I celebrated 10 years of marriage, and earlier this year we welcomed our first child. We enjoy spending time outdoors with our two English Setters.

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

The most essential skill for a marketing professional is the ability to communicate effectively. At its core, marketing is about building connections, fostering collaboration, and driving creativity to deliver meaningful results.

What song takes you back to high school? (Include the artist)

“Yeah!” by Usher, featuring Lil Jon and Ludacris

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

I have always had a strong appreciation for craft beer and the art of brewing. If I were to pursue a different path, I would become a brewer.

Do you live by inbox zero, or inbox disaster?

I’m committed to maintaining inbox zero — I can’t rest easy knowing there’s a red notification lingering in my email inbox.

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

I believe non-pneumatic tires will become more prevalent within the next decade, and I look forward to the opportunity to see how retreading may evolve to support them. It will also be fascinating to watch how new technologies emerge in response to the rise of electric vehicles and the accelerated tire wear they create.

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

Our wedding remains one of the most memorable moments of my life. There is truly nothing that compares to being surrounded by 200 of your closest family and friends for a night filled with joy and celebration.

What hobby or activity helps you unwind?

I really enjoy fly fishing, though I don’t make as much time for it as I would like. I also enjoy golfing, as it allows me to stay active, socialize and spend time outdoors during the warmer months.

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

It was my responsibility to encourage individuals to consider a career in the tire industry. I consistently emphasized that our greatest strength lies in our people. Working alongside colleagues who share a common purpose, delivering exceptional service to our customers, providing for our families, and upholding the dignity of the American workforce.

What's one thing you would change about yourself?

One thing I would like to improve about myself is slowing down to celebrate accomplishments. I tend to stay focused on the next goal or project, which means I sometimes overlook taking a moment to recognize progress and achievements along the way. Learning to pause and acknowledge those wins is something I continue to work on.

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

I’ve often thought Chris Farley would have made an excellent tire dealer. His boundless energy and larger-than-life personality would have been a perfect fit for the industry. He also would have had an industry connection, with his cousin Jim Farley being the current CEO of Ford. I believe that he could have sold a ketchup popsicle to a woman wearing white gloves. Him and Tom Callahan.