PALM BEACH GARDENS, Fla. — Long-time TBC Corp. executive Marty Krcelic is planning to retire June 30, capping a nearly four-decade-long career in the tire industry.
TBC has named Geoff Doster, an 18-year TBC veteran, to succeed Mr. Krcelic as senior vice president of sales for TBC Brands. His responsibilities will be expanded to include oversight of TBC Brands operations, customer service, commercial truck tire sales and equipment and non-tire sales.
Mr. Krcelic has been with TBC in various capacities for nearly 21 years, starting with Treadways L.L.C., a TBC Wholesale operating unit at that time. He joined TBC brands in 2007 as senior vice president of sales and has been president and chief operating officer of TBC Brands and an executive vice president of TBC Corp. since 2011.
Prior to joining Treadways, he was president of David Early Tire Co. in Salt Lake City and worked for Parnelli Jones Inc. in the early 1990s.
In a prepared statement, TBC lauded Mr. Krcelic for his leadership and strategic contributions, noting he's been an active participant in TBC initiatives expanding well beyond TBC Brands.
Under his leadership, TBC Brands has become one of the largest distributors of proprietary brand tires in North America, with over a dozen private and import brands under its control.
"I have had the privilege of working alongside Marty for many years through times of transformation, adversity and tremendous growth," TBC President and CEO Erik Olsen said.
"The sheer breadth and depth of all of Marty's contributions to our organization, to our customers, to our partners and even extending beyond to our entire industry is nothing shy of inspirational."
Mr. Krcelic added: "I am confident that, under his (Mr. Doster's) leadership, the TBC Brands team will continue to thrive with a steadfast focus on exceeding the expectations of our dealer network while continuing to support our internal TBC customer base."
Mr. Doster joined TBC in November 2003 as a warehouse manager in Greer, S.C., after working for Michelin North America Inc.
He was promoted to director of marketing for TBC's Carroll Tire wholesale distribution arm in 2006, then to director of sales for five years, and regional vice president of sales for the Eastern U.S. 2014-18.
He advanced to vice president of sales for TBC Brands three years ago, responsible for the U.S. and Canada.
Under his leadership, the business continues to grow, even with the additional obstacles of the COVID pandemic, TBC said. His efforts have resulted in increased sales, higher customer service satisfaction ratings and continued development of customer-specific promotional activity to drive ongoing opportunities.
Over the next few months, Messrs. Krcelic and Doster will work alongside one another during a transition period. Mr. Doster will report to Laurent Bourrut, who's been named president and CEO of TBC to succeed the retiring Mr. Olsen.
