BURTON UPON TRENT, England—Jason Sugden has been appointed as Pirelli's commercial director for its United Kingdom and Ireland region, effective immediately.
Sugden joined Pirelli's sales team in the U.K. 31 years ago and previously has served as sales director, the Italian tire maker said April 8. In his new role Sugden will be responsible for the commercial development of Pirelli's replacement tires business in his designated region.
As commercial director, Sugden also will ensure that replacement sales follow the original equipment drive in the region, Pirelli added. One of the main challenges, Sugden said, will be to integrate various parts of the business such as pricing and planning, as well as marketing.