ATLANTA — Kumho Tire U.S.A. Inc. has hired former Cooper Tire & Rubber Co. executive Jessica Egerton as vice president of marketing.
According to Kumho, Egerton will develop and execute integrated marketing and brand awareness programming for the tire brand, supporting retail and engaging consumers.
Egerton was vice president, brand activation, for the past three years for mattress manufacturer Tempur Sealy International in Lexington, Ky., where she led the organization's integrated plans driving consumer demand in an omni-channel environment.
Prior to that, she was head of brand development for five-plus years at Cooper Tire, where she built a marketing organization across brand, creative, growth and digital marketing, channel/customer marketing and shopper marketing.
There, she led the brand strategy for the Cooper, Mastercraft and Roadmaster brands.
Shawn Denlein, president of sales and marketing, Kumho Tire U.S.A., said the company is thrilled to have Egerton "leading a new and exciting phase of our growth in the United States. At Kumho Tire U.S.A., we are committed to growing our distribution, our sales channels and our brand.
"With her proven track record in elevating brands through integrated marketing solutions, she will play a critical role in our goal to become a leader in the tire industry, expanding our footprint and presence in the coming years."
Kumho said Egerton has "deep experience in omnichannel marketing in B2C, B2B and B2B2C in both consumer durables/home goods and automotive, as well as marketing experience from national to independent retailers."
Egerton called her new role "an incredible opportunity to elevate the brand in the U.S. marketplace. Kumho Tire has a long history and is well-respected in the industry for delivering quality, high performing products at a great value.
"As a brand builder who understands marketing as a strategic lever to fuel growth and unlock value, I am excited at the prospect of raising Kumho Tire's brand awareness among discerning consumers."
