New marketing leader for Continental Tire

Ashok Vedanayagam has been named as head of marketing for passenger and truck tires for the Americas at Continental Tire, covering North and South America.

Vedanayagam is responsible for a broad portfolio, including product management, marketing communications, public relations, e-business, market intelligence, pricing and strategic planning for the Americas.

“We are excited to have Ashok take on this pivotal role,” said Jochen Etzel, CEO of Continental Tire for the Americas, in an announcement. “With his broad international experience and strong understanding of the industry, he will play a key role in enhancing the value we provide in the region. His ability to align our strategies with the evolving needs of our customers will further help us strengthen our leadership position in the Americas.”

Vedanayagam has been with Continental since 2014 and has more than two decades of experience in leadership within the automotive and tire industries. He was most recently key account manager for truck OEMs in the Americas. Previously, he led the marketing function for the company’s Asia Pacific region.