Published on January 15, 2014

Alliance hires Besancon as marketing VP

(Alliance Tire Americas Inc. photo)
Bruce Besancon

WAKEFIELD, Mass. (Jan. 15, 2014) — Alliance Tire Americas Inc. has hired former Michelin North America Inc. executive Bruce Besancon as its vice president of marketing.

Mr. Besancon worked more than 20 years for Michelin, including nearly five years heading up marketing efforts for Michelin's earthmover business unit, according to Alliance Tire.

"Bruce is coming to Alliance with a wealth of knowledge born out of his experience with one of the world's most visible tire brands. We couldn't have hoped for a better candidate in our search to fill this important leadership role — especially now as we are working to reach our significant market growth targets," said Manny Cicero, president of Alliance Tire Americas.

Mr. Besancon will be responsible for developing strategies to drive awareness and acceptance of the company's Alliance, Galaxy and Primex brands, as well as the Aeolus brand, the company said.

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