The Goodyear Tire & Rubber Co. has made three leadership appointments within its Americas business unit.

Andy Traicoff, formerly vice president of sales and customer development for Goodyear’s North America Consumer division has been named vice president of customer experience for the Americas. In the newly created role, Traicoff will develop and implement an integrated customer engagement approach for the Americas region, designed to make it easy for customers to do business with Goodyear., Goodyear said in a press release. He will report to Steve McClellan, president of Goodyear Americas.

Mike Dwyer, currently chief marketing officer for Goodyear’s North America Consumer division, will become chief customer officer for its North America Consumer division with responsibility for OE as well as replacement sales. Dwyer will report to Scott Rogers, president of Goodyear’s North America Consumer division.

Chris Magana, currently director of categories for Goodyear’s North America Consumer division, has been named vice president and general manager of original equipment for the division. Magana succeeds Ken Hertl, who has announced his plans to retire.

“The changes we are announcing today position us to win together with our customers, in consumer and commercial products, and across the Americas region, making it easy for consumers and fleets to buy, own and recommend Goodyear tires,” said Goodyear Americas President Steve McClellan. “I have enormous confidence in Andy, Mike and Chris and their ability to drive value for our customers.”