Bryan Robbins
Executive director of marketing | S&S Tire | Lexington, Ky. | Age: 32
What was your first job in the industry?
My first job in the tire industry was as a product design engineer for Cooper Tire and Rubber Co. I designed tread patterns, sidewalls and tire profiles to maximize performance while meeting the visual design standards of the product marketing team.
What attracted you to the industry?
I've always been attracted to anything with four wheels and a motor. That being said, prior to starting in the tire industry, I really didn't know anything about tires. I really enjoyed starting on the engineering side of the business to learn about what differentiates types and brands of tires and the technology that goes into them.
What is the biggest challenge you have faced in your career?
One of the most significant challenges I’ve faced so far in my career was transitioning from a senior account executive at Cooper Tire to the executive director of marketing with S&S Tire. Navigating the complexities of the wholesale business while transitioning from sales to marketing presented a distinct challenge. Additionally, while at Cooper I was only focused on selling three brands in the passenger and light truck segment. In my current role with S&S Tire, my focus has broadened to include dozens of brands across multiple product segments. Thankfully, we’ve got a great team here at S&S that helped me get up to speed quickly and is constantly looking forward to prepare for what’s next.
Who has had the biggest influence on your career?
I’ve had some great mentors throughout my career and they each helped me in different ways, but Mike Linhart at Cooper Tire stands out the most. He recruited me to his sales team to reinvigorate the Mastercraft brand. Once on his team, Mike empowered me to be seen and heard by leadership. He challenged me to come to him with both opportunities and solutions before giving his input, which helped me grow. I admire his passion and focus on a customer-first mindset; he remains a good friend to this day.
What is your biggest accomplishment in the industry?
In 2020, I was awarded the Sales Excellence Award as a senior account executive with Cooper Tire. This award meant a lot to me because it was given to the top performing Cooper salesperson based on sales metrics as well as a vote from the sales leadership team at Cooper. The pandemic in 2020 created an extremely tough environment from a business perspective and required a new level of communication and collaboration between our customers. Overcoming the many challenges during that time and finding opportunities through obstacles made the recognition that much more rewarding.
Tell us about your current job and responsibilities. How do you spend your workday?
My current role as the executive marketing director at S&S Tire requires I wear a lot of different hats. Day to day, I manage a cross functional team to ensure we have the right balance of pricing, programing and inventory to help our sales team be successful. My number one priority is to maximize profitability while balancing unit volume sellout requirements and maintaining competitiveness in the market. The engineering side of me really loves digging into data and finding opportunities that are going to push us forward as a company. There is a lot to juggle in this industry, so it’s supremely important to be organized and focused on measurable targets with a defined timeline.
What's been the biggest surprise of your current job?
The biggest surprise of my current job is the continuously changing competitive landscape. There is no one-size-fits-all solution in what we do. We have different competitors across all of our markets so we are constantly monitoring our performance and getting feedback from our customers to continue to offer the best service possible.
Tell us about your family.
My wife Ashley and I have been married for two years now. She has always been incredibly supportive in all facets of life, whether it’s career related, a home renovation project, or anything in between. She’s a labor and delivery nurse and is passionate about what she does and is so good at it too. I could never do what she does day to day!
In March of 2024, we welcomed our son Callum into the world. He is such a bright light in our family and makes life at home with Ashley and our golden retriever Hank, so much more fun and entertaining.
If you could wake up tomorrow with one new skill, what would you choose?
I would love to be able to play the piano. I took lessons growing up and it never stuck. My brother is an extremely talented pianist and will sit down and play whatever he feels like by ear or memory.
Or be able to dunk a basketball.
In a single word, how would your friends describe you?
Driven.
If you could switch careers tomorrow, what would you want to do, and why?
I would want to be a Formula 1 racing driver. I’ve become addicted to the sport since the Netflix series Drive to Survive came out and I can’t get enough. I always wanted to be a racing driver growing up!
What's the biggest issue facing the tire industry?
One of the biggest issues facing the tire industry is the rising fixed costs being felt on all fronts. Insurance, equipment and labor costs are all having an impact on the cost to operate and the cost of goods downstream of that. We experience the pressure as a supplier to manage costs and understand the impact it has on our customers and how consumers spend money. Our ability to maintain a focus on creating value helps us navigate priorities.
When you were a kid, what did you want to be when you grew up?
I wanted to be a lot of different things growing up (including being a racecar driver as mentioned above). But one other profession I wanted to be when I grew up was a firefighter. My grandpa was a fire chief and my dad was a volunteer firefighter as well. I have always admired their dedication to service in the community and bravery to do whatever is necessary to help others.
How do you unwind after a stressful day?
Getting exercise and spending time with my young family is the best way I’ve found to unwind after a stressful day. I like getting a round of golf in where I can and disconnecting from my phone as a way to reset.
What goal did you set for yourself this year? Are you on track to reach it?
My biggest goals this year were personal and focused on being a new dad committed to caring for my family. As a dad, it is important that I take care of my own health by being consistent with exercise, being present when we’re together as a family, and showing my son the world! We’re taking our first vacation as a family this fall so I would say we’re on track!
What do you expect to be doing 20 years from now?
I expect to continue to be in a leadership position in the industry pushing our company forward. This year has been a lot of fun at S&S where we’ve been celebrating and reflecting on 50 years in business. Seeing how this company has evolved from a one location retail store to 13 wholesale distribution centers, 15 commercial locations, and two retread plants is truly amazing. A lot can happen in 20 years so I’m excited for the challenges and opportunities that will come my way!
