Firestone Building Products Co.(FSBP) announced Michelle Lane has been named the executive director of marketing for the company.

FSBP, a roofing and building envelope solutions company, said in a statement that Lane will be responsible for the company’s overall marketing strategy, including programs, product development, channel management, education and communications.

“Michelle has exceptional business acumen and an extensive background in driving research-based marketing strategies that generate successful business results,” said Taylor Cole, president of Firestone Building Products. “We are confident that her leadership will help us further our goal of setting the standard for trusted roofing and building solutions.”

Lane brings more than 16 years of marketing experience to her new role, 13 of those with Bridgestone, where she has held various roles. Most recently, Lane was director of marketing for the truck bus radial (TBR) business, where she led marketing strategy and initiatives for the overall TBR portfolio. She has also been director of marketing for the commercial off-the-road (OTR) business, channel marketing manager for the mining division and a commercial marketing research and training manager. Lane started at Bandag in 2005, where she held marketing positions before and during the 2007 Bridgestone acquisition of the business. In 2015, she was recognized as one of Tire Industry Association’s Women to Watch.