Palm Beach Gardens, Florida, United States, May 2026 — TBC Corporation, one of North America’s leading marketers of automotive replacement tires through wholesale and franchise channels, has elevated Rachel Tibor to the role of Chief Marketing Officer for its wholesale division, marking a major step in the company’s executive leadership evolution.
In her new role, Rachel joins the executive team and will lead TBC’s insight-driven wholesale go-to-market strategy, overseeing marketing leadership, brand positioning, and customer engagement while reporting directly to President and CEO Don Byrd.
Rachel joined TBC Corporation in 2023 as Group Vice President, Wholesale Marketing, where she successfully developed and executed wholesale strategy initiatives focused on strengthening brand equity, customer relationships, and strategic market growth across North America.
Prior to TBC, Rachel served as Executive Director, Global Brands at Tenneco, where she led long-term strategic planning and global brand development for key aftermarket automotive brands including Monroe, Fel-Pro, and Walker, driving transformational growth initiatives.
Before that, she spent more than a decade at Office Depot, where she held senior leadership roles including Director, Private Brand Strategy and Growth and Marketing Director, Category Initiatives & Own Brand Management, shaping multi-billion-dollar private brand portfolios and omni-channel growth strategies.
Earlier in her career, Rachel built foundational strategic marketing and commercial expertise at Procter & Gamble, where she managed major North American and global media, marketing, and sourcing initiatives across hundreds of leading consumer brands.
With over two decades of experience spanning consumer goods, retail, and automotive sectors, Rachel Tibor brings a powerful combination of brand transformation, strategic marketing leadership, and customer-centric innovation to her expanded role at TBC.
About TBC Corporation
TBC Corporation is one of North America’s largest marketers of automotive replacement tires, serving wholesale and franchise customers through a broad multi-channel strategy. Through its portfolio of wholesale brands and nearly 470 franchised service centers, TBC delivers best-in-class tire products, automotive services, and customer solutions across the United States, Canada, Mexico, and South America.
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