Tire Discounters announced that former Amazon and P&G executive Chris Yapp has joined the company as its new chief marketing officer.

According to the company, Yapp will oversee brand strategy and all marketing efforts for the company, including the launch of Protect Your Legacy, Tire Discounters’ new franchise and acquisition program which aims to help independent tire dealers form a succession plan and partner with the company.

He joins Tire Discounters from Amazon, where he served as head of marketing for Brilliance Publishing, the company’s division devoted to the exploding audio segment. In that role, Yapp established the marketing strategy from a blank canvas and built out an industry-leading digital marketing framework for the business. Before Amazon, Yapp held multiple brand management roles at The Kellogg Company, Scotts Miracle-Gro Company and Procter & Gamble in both the U.S. and international markets, the company says.

According to the company, Yapp’s appointment will allow Abbey Dryden to focus on leading the company’s digital marketing and customer support functions.

The news of Yapp’s hiring and Dryden’s new role comes on the heels of other major developments at the company, including:

• Tire Discounters recently moved its combined office operations into a new 32,000 sq. ft. headquarters in downtown Cincinnati that houses 85 Tire Discounters employees.
• The company was recognized as “Tire Dealer of the Year”.
• The rollout of Protect Your Legacy, a franchise and acquisition program that offers three options to tire and automotive business owners.
• The addition of a retail veteran, Dave Crawford, to spearhead the Protect Your Legacy program.