Michelin appoints new commercial director of agriculture

Michelin Tyre has announced the appointment of former Wedgwood and Austin Reed customer service specialist Mike Lawton as its new commercial director of agriculture, responsible for the UK and the Republic of Ireland. Lawton joined Michelin’s UK operation, based in Stoke-on-Trent’s Campbell Road, in 1999. He will replace Rob Beddis, who is retiring at the end of the month, after seven years in the role.

Lawton says that one thing which is consistent throughout his career is his commitment to working with premium brands. He joined Michelin and was tasked with examining how it approached customer service in the UK; he re-engineered Michelin’s order-to-cash methodology, a system which he also brought to five other European countries as part of his role. Later in his Michelin career, Lawton worked in Paris, overseeing the work of an outsourcing company, as well as working on several multi-country customer service strategies.

In his previous role, Lawton was head of back office services, directing order-to-cash services as well as training and IT. He forged close ties with Michelin in Europe and gained commercial experience through his work between Michelin and ATS Euromaster.

Beddis “a tough act to follow”

Commenting on his appointment, Lawton says: “After seven years, Rob Beddis will be a tough act to follow – I’m under no illusions. I hope to maintain the spirit of the team and mix my general management experience with my keen commercial eye.

“During my time at Michelin I have been fortunate to travel – picking up an MBA along the way – and I’m excited to combine my experience in general management with the theoretical skills I’ve picked up from that qualification.

“It goes without saying that the agricultural field will offer both exciting and extremely rewarding challenges.”

Lawton started his career at fine pottery firm Wedgwood, initially working for its manufacturing branch, before rising to the position of head of global customer service. He then moved to clothes retailer Austin Reed, working as its customer service director, before leaving for Michelin in 1999.

Lawton is married with three children, two are currently at university and one is in high school. He is a keen fly fisherman – driving to Wales whenever possible – and an avid motorsport fan. Lawton will be based at Michelin’s UK head office in Campbell Road, Stoke-on-Trent. He will take up his new role on 1 November.

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