Career Highlights:

  • 35+ years of experience.
  • Disciplines include Sales, Marketing, Merchandising, and Strategic Planning.
  • Career spans positions at Big O Tires, Falken Tire Corporation, and Nitto Tire.


With more than 35 years of experience, Bruce has made his mark at multiple levels within the tire industry, including sales, marketing, merchandising, training, budgeting, procurement, retail store direction, establishing wholesale channel strategies, and both establishment and execution of strategic plans. He is keenly aware of the mechanisms that drive sales. Bruce’s broad experience in tire sales development and marketing will help to propel Tire Consultants Group to a higher level of service to its present and prospective client base.


Bruce joined Big O Tires in 1983, spending many years as Director of Operations at its Distribution Center in Oklahoma City. There he oversaw the daily operations of six company-owned stores and was responsible for franchisee solicitation, hiring and firing, as well as training and supervision. In 1985 he moved to Denver to become National Director of Training and Manuals.

The following year, Bruce became Director of Store Support in Portland, OR, where he coordinated the Northwest Region field support staff. In the Northwest Region for Big O Tire, Bruce focused on warehousing, distribution, and operational support to over 80 Northwestern franchises in seven states and 36 associate dealers in Canada. His responsibilities included supervision, management and direction of 30 warehousing and distribution employees and six field support staff and was responsible for a $31 million wholesale sales budget and $79 million retail sales budget. At the Mutual Benefit Corporation, Bruce served as a director of an in-house division, helping to establish financial statements for franchisees. Bruce then served as VP of Purchasing and Inside Sales at Big O Tire in Denver, responsible for product screen development and product procurement for 550 franchisees in the US and Canada.

Bruce then joined Falken Tire Corp. as Director of Business Development, responsible for reviewing channel strategy and formulating short- and mid-term sales plans in North America, focusing on retail sales. He became VP, Sales, in 2008, leading and directing both outside and inside sales teams in North America. Most recently Bruce was recruited by Nitto Tire to serve as VP of Sales and Business Development. He remained at Nitto until 2016.


  • Sales
  • Marketing
  • Merchandising
  • Strategic Planning

For every tire question, we have a tire nerd.

Contact us today. We’ll put you in touch with the right expert for your business.

Contact us