New marketing VP at Alliance Tire Americas

Bruce Besancon has been appointed vice-president of marketing at Alliance Tire Group’s US subsidiary. Besancon comes to Alliance Tire Americas with more than 20 years of expertise working for Michelin North America, including five years heading marketing efforts for Michelin’s earthmover business unit.

In his new role, Besancon takes on responsibility for developing strategies to drive awareness and acceptance of the company’s Alliance, Galaxy and Primex brands, as well as the Aeolus brand. He will be based at Alliance Tire Americas’ headquarters in Wakefield, Massachusetts.          Tire Review