Bridgestone announced leadership changes in its US and Canada tire business. Mirella Cielo has been appointed as President, consumer replacement tire sales and marketing, U.S. and Canada, effective Sept. 1.
She backfills Erik Seidel, who has been named to a new role overseeing corporate development and M&A for Bridgestone Americas, effective immediately.
“Mirella is a dynamic leader with tremendous expertise and experience in the tire industry,” said Paolo Ferrari, CEO & president, Bridgestone Americas. “She is very familiar with our customers and strategies making her well positioned to build on Erik’s success as president of the consumer replacement business. I am excited to welcome Mirella to the Bridgestone Americas team and to have Erik in this new corporate development role overseeing our M&A efforts.”
As president of consumer replacement tire sales and marketing, Cielo will be responsible for setting the sales and marketing strategy for the consumer replacement tire business in the U.S. and Canada with a focus on pursuing new business opportunities, enhancing revenue and increasing brand equity with consumers. She also will be responsible for cultivating customer relationships that accelerate sales growth for the company’s core tire business.
Cielo joins Bridgestone Americas from Bridgestone Europe, Middle East, India and Africa (EMIA), where she most recently served as vice president of the consumer replacement business. While in Europe, she has been instrumental in delivering the consumer replacement strategy through a relentless focus on continuous and sustainable growth.