Putting its money where its mouth is when it comes to delivering on its aggressive growth plans, global tyre manufacturer, Maxxis, has announced the appointment of seasoned, award winning tyre industry marketeer, Nikki McCluney.
As HiQ Goodyear Dunlop alumni – and with over twenty years’ senior level marketing experience spanning retail, fast fit, fuel and light commercial vehicle, McCluney is tasked with raising awareness of the quality, performance and value offering of Maxxis products across passenger car, bicycle, motorcycle and specialist tyre markets. McCluney is also tasked with cultivating the existing UK dealer network and promoting the impressive profit margin opportunities available, and lifetime warranty offered on a majority of car tyres. McCluney will also take responsibility for developing relations with existing and prospective overseas distribution partners, in order to grow market share across Europe.
With a strong brand development track record, McCluney credits her tenacious approach, positivity and ability to build a strong, results-driven team for helping her rise to the top. Commenting on McCluney’s appointment to the helm of the European marketing team at Maxxis, managing director, Derek McMartin, said: “In a competitive market, a coherent and effective marketing strategy has always been crucial to survival, so we’ve never been shy to invest in taking our message out to dealers and consumers alike. The Maxxis brand has gained significant momentum in recent years, with a steady growth in market share across each and every segment of the market that we operate within.
“Nikki’s appointment represents a significant milestone for the business. We’re not content to stagnate. We have ambitious growth plans, particularly in the high performance passenger car and road cycling sectors, and I’m confident that Nikki’s experience and thirst for delivering results will support us to take Maxxis to the next level.”
McCluney will spend her first few months in role, immersing herself in the brand and its entire offering, analysing the existing strategy and identifying opportunities for Maxxis to obtain greater presence and dominance via traditional and digital marketing channels. Her leadership and team management skills will also be put to good use, with direct line management and responsibility for a talented team of graphic designers, marketing and communications, digital, sponsorship and events executives.
Outlining her plans for the coming months, McCluney said: “This is an incredibly exciting time to be joining Maxxis. The company has skyrocketed in recent years, transforming from a relatively unknown brand in most segments, to a leader in MTB, and a serious contender to European premium brands in other sectors, like high performance passenger car. The great thing about Maxxis is it doesn’t pretend to be something it’s not. The brand stands for quality, it delivers performance, and it comes with a sensible price tag that represents value for money to consumers.
“It’s a fast-paced environment at Maxxis, so it’s been a bit of a baptism of fire over the last few weeks getting to grips with the huge range of products, and understanding the commercial aims of the business. I’m very much looking forward to putting my skills and experience to good use and helping to drive tangible growth.”