Alliance Tire Americas Inc. announced its recent hire of tire industry veteran Bruce Besancon as vice president of marketing.
As the keynote speaker at last year’s Tire Industry Association OTR conference, Besancon comes to Alliance Tire Americas with more than 20 years of expertise working for Michelin North America, including five years heading marketing efforts for Michelin’s earthmover business unit.
In his new role, Besancon will be responsible for developing strategies to drive awareness and acceptance of the company’s Alliance, Galaxy and Primex brands, as well as the Aeolus brand. He will be based in the company’s headquarters in Wakefield, Mass.