NEW YORK — Data analytics firm GfK has hired tire industry veteran Miguel Quiros as vice president, market intelligence for the U.S. tire industry.
Quiros will manage GfK's manufacturer relationships, GfK said, helping clients leverage its data, from forecasting to pricing to product development. The firm said that by understanding market trends and consumer needs, tire makers can make products "that will resonate with customers and be relevant for their needs."
Quiros worked at Goodyear for more than 30 years, advancing from consumer sales to general manager of category strategy and planning for U.S. retail company-owned stores, OE and Canada. GfK said Quiros helped to launch "relevant and innovative products" to North America, while driving the introduction and implementation of retail category management.
More recently, Quiros worked at national tire retailers Monro and Pep Boys, where GfK said he initiated market-back category strategies leveraging syndicated data and working closely with tire manufacturers.
Neil Portnoy, managing director of GfK's POS tracking (tires) team, said Quiros "has an unmatched knowledge of the industry, from every perspective. He understands how to apply data to arrive at the most informed business choices possible."
Portnoy said it can take three years from the decision to build a new product to market launch. "Miguel will help our clients use data to define the white space at any given time and then stay on top of changing consumer needs to assure that their SKUs remain relevant."
GfK said its hiring of Quiros and Matt Wright, who joined the company in Q3 of 2022, helps "enhance the partnership between tire manufacturers and retailers, offering a clear and shared view of market trends."
GfK said its tire experts are partnering with several well-known tire makers and retailers on issues such as product and brand selection, product screen design, tire size opportunities, retail price indexing, share of market and other strategic KPIs tied to syndicated data.
