NASHVILLE, Tenn. — Bridgestone Americas Inc. has hired retail marketing industy veteran LaTres Jarrett as director, marketing, for its Bandag retreading business.
In her new role, Ms. Jarrett will lead the strategic marketing efforts at Bandag to revitalize and grow the brand among customers and dealers, the company said.
Ms. Jarrett succeeds Ben Rosenblum, who recently was named managing director, Europe and Asia, of Firestone Industrial Products.
"LaTres brings more than 16 years of valuable experience in brand-building and customer strategies," said Eric Higgs, vice president, marketing, commercial tire group, Bridgestone Americas Tire Operations.
"She is a natural team leader and creative thinker who is well-suited to take Bandag marketing initiatives to the next level."
Prior to joining Bandag, Ms. Jarrett was director of strategic partnerships at CSM Bakery Solutions, facilitating licensing partnerships with brands such as Hershey, Cinnabon, Oreo and Welch's.
She also has more than seven years' experience with Pepsico Inc., managing marketing campaigns for brands such as Pepsi, Gatorade, Cap'n Crunch and Dole, among others.
Her hiring follows by a few months the promotion of Scott Damon — a former Bandag marketing vice president — to president, commercial group, U.S. and Canada for Bridgestone Americas Tire Operations.