NASHVILLE, Tenn. — Bridgestone Americas Inc. has hired industry outsider Taylor Vernier as director of marketing and merchandising for its GCR Tire & Service subsidiary.
Mr. Vernier comes to Bridgestone from Fruit of the Loom Inc., where he has held various various marketing and channel development positions at that company's Russell Athletic division.
In his new role, Mr. Vernier will head all marketing activities for the GCR commercial tire and service network, overseeing advertising, promotion and digital work. He replaces Jon Kimpel, who is working in research and development at Bridgestone Americas Technical Center.
Philip Dobbs, chief marketing officer of Bridgestone Americas Tire Operations (BATO), said Mr. Vernier has implemented effective marketing strategies across multiple channels.
"His customer-centric approach will ensure GCR continues to fulfill its brand promise of delivering genuine, complete, reliable service to every customer, every time," Mr. Dobb said.
Mr. Vernier began his career in marketing at Newell Brands Inc. and worked in sales and marketing roles at Clear Channel Broadcasting and Lifeguard Medical Solutions. He has degrees from from Southern Methodist University and the University of Georgia.
GCR services commercial fleets throughout North America through more than 150 stores in the U.S. and 35 in Canada and 1,500-plus service vehicles.
Earlier this year, GCR closed 17 stores and three retread plants in Quebec as part of Bridgestone's ongoing evaluation of its "operating model."