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The auto aftermarket is proving itself adaptable as of late consistently outperforming forecasts in the face of automotive industry trouble. Smarter and budget-conscious consumers are keeping their cars longer, especially in face of higher interest rates and a looming recession. The pandemic also led more consumers into do-it-yourself mode which resulted in an increase in online shopping for aftermarket parts and accessories. Maintaining a strong online identity is now a necessity, and the acceleration of digital channels means brands must keep up or get left in the dust.

In this discussion, hosted by Luci Rainey, former SVP of Marketing at Comcast and PODS, we will hear from John Williamson, Chief Digital and Technology Officer at TBC Corporation, one of North America’s largest marketers of automotive replacement tires with recognizable brands such as NTB, Tire Kingdom, Big O Tires and Midas. With over 25 years of experience in leading strategies for brands including Citibank, JP Morgan, Verizon, and Comcast, John will discuss how he is driving an innovative digital transformation at TBC to meet the needs of today’s digital-first consumers.