NASHVILLE— Bridgestone Americas Inc. has promoted Mirella Cielo to president, consumer replacement tire sales and marketing, U.S. and Canada. The move is effective Sept. 1.
Ms. Cielo replaces Erik Seidel, who has been named to a new role overseeing corporate development and mergers and acquisition for Bridgestone Americas. That move is effective immediately.
In her new role, Ms. Cielo will be responsible for setting sales and marketing strategy for the consumer replacement tire business in the U.S. and Canada, focusing on pursuing new business opportunities, enhancing revenue and increasing brand equity with consumers, Bridgestone said.
She previously was vice president of consumer replacement business for Bridgestone in Europe, the Middle East, India and Africa (EMIA). There, she was instrumental in producing consumer replacement strategy by focusing on continuous and sustainable growth.
In her new role, she also will cultivate customer relationships to accelerate sales growth for the company's core tire business.
Paolo Ferrari, CEO and president of Bridgestone Americas, called Ms. Cielo a "dynamic leader with tremendous expertise and experience in the tire industry.
"She is very familiar with our customers and strategies, making her well positioned to build on Erik's success as president of the consumer replacement business," Mr. Ferrari said.
According to Bridgestone, Ms. Cielo "has laid the foundation for future success by delivering enhanced pricing and channel management, improved demand planning and several successful product launches, in addition to employing a customer-centric focus."
Before joining Bridgestone EMIA in 2017, she spent more than a decade with Pirelli & C. S.p.A. in various marketing and management roles of increasing responsibility in North America and in Europe.