Bridgestone Americas has appointed Charlie Rule as Bridgestone Americas Tire Operations Latin America (BATO LA), president, effective 1 August.

Rule succeeds Joseph Saoud, who spearheaded two years of growth for the company’s Latin America business.

Rule will be responsible for all Latin America tyre businesses with full P&L responsibility, including dotted line responsibility for manufacturing and will continue to lead Category Strategy, Product Planning, Marketing Branding and Marketing Communications in the region.

“Charlie has played a significant role in the transformation of our Latin America business, shaping our go-to market approach, driving efficiencies and increasing our market share,” said group president, Americas Tire Business, Bridgestone Americas, Gabriel Asbun.

“Charlie’s broad international experience, coupled with his extensive understanding of our region and of our business, make him the right leader to take BATO LA to the next phase of development.”

Rule is a marketing and general management executive with more than 25 years of experience working in international markets across Latin America, the US, Asia, Central and Eastern Europe, the Middle East, and Africa.

He has served in several local, regional and global roles in general management, marketing, sales, innovation and strategy across his career.