GRI appoints former Conti leader Barry Guildford global commercial director

Speciality and agricultural tyre manufacturer GRI has appointed Barry Guildford as its new global commercial director (GCD). The appointment bolsters the company’s increasingly international leadership team as the Sri Lanka based company proceeds with its global growth strategy. Guildford arrives with a wealth of experience and a proven track record of success in strategic leadership and sales management roles within the tyre industry over the last 23 years. He has held a variety of leadership positions within Continental, most recently as head of region Northeast Europe & head of sales ContiTrade. Based in Oslo, Norway, he joined GRI officially on 1 March. GRI has made significant strides in integrating sustainable materials in its flagship tyres in the last year, and demonstrated its leading sustainability position and expanding manufacturing base in Sri Lanka to Tyres & Accessories – see Tyrepress next week for more details.

As GCD, Guilford will lead the global sales and marketing organisation of GRI. Prabhash Subasinghe, managing director of GRI, said: “Barry Guildford’s appointment as our global commercial director is a testament to our commitment to excellence, business innovation and growth. His extensive experience and proven leadership skills make him the ideal candidate to drive GRI’s commercial strategy forward.”

Under Guildford’s leadership, GRI states that it is poised to capitalise on emerging opportunities, expand its market presence, and reinforce its commitment to delivering innovative specialty tyre solutions to customers globally. GRI adds that it considers Guildford’s appointment a “significant milestone” for the company, reinforcing its dedication to fulfilling customers’ aspirations worldwide.

Barry Guildford (Photo: GRI)

“Joining GRI as the global commercial director presents an exciting opportunity to leverage my experience and drive meaningful impact for GRI in the global specialty tyre market,” said Guildford. “I am thrilled to be part of GRI’s journey, particularly as they are deeply committed to sustainability and green initiatives worldwide. I look forward to leading the commercial team towards new heights of success while advancing our environmental responsibility.”

Guildford’s tenure in the tyre industry spans across distinguished positions, each marked by notable achievements and transformative initiatives. In his most recent role as the head of region Northeast Europe & head of sales ContiTrade at Continental, he orchestrated the overhaul of automotive retail networks across multiple countries. Notably, his initiatives in EV car service diversification, fleet business development, and digital fleet management solutions set new standards in the industry. Guildford’s expertise extends to marketing as well, as he crafted regional marketing strategies, launched digital business solutions, and orchestrated brand re-launch initiatives that resulted in significant growth during his time at Continental.