The Goodyear Tire & Rubber Co. announced the appointment of Richard Kellam as senior vice president, global sales and marketing, effective Sept. 22.

Kellam will report to Richard J. Kramer, Goodyear’s chairman and chief executive officer, and will be based at the company’s global headquarters in Akron, Ohio. According to the company, as Goodyear’s senior sales and marketing executive, Kellam will be responsible for establishing a program of sales and marketing excellence aligned with the company’s focus on working from the market back to enhance the customer and consumer experience.

“Richard brings a wealth of global experience and a track record of building successful sales and marketing capabilities in global companies with strong consumer brands,” said Kramer. “In today’s rapidly evolving marketplace, where consumers are demanding both great products and meaningful experiences, our focus on sales and marketing excellence is critical to our long-term success. Richard will drive integrated sales and marketing programs to help Goodyear grow as the brand that consumers seek out, purchase and recommend to others.”

Kellam, 53, previously worked as global chief customer officer at Mars Inc. Prior to Mars, he spent seven years with William Wrigley Co. in marketing and general management roles of increasing responsibility.