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Firestone Building Products Names New Executive Director of Marketing

Firestone Building Products Co. LLC (FSBP) announced Michelle Lane has been named executive director of marketing for the company. In this role, Lane will be responsible for the overall marketing strategy for FSBP, including programs, product development, channel management, education and communications. 

“Michelle has exceptional business acumen and an extensive background in driving research-based marketing strategies that generate successful business results,” said Taylor Cole, president, Firestone Building Products. “We are confident that her leadership will help us further our goal of setting the standard for trusted roofing and building solutions.”

Lane brings more than 16 years of marketing experience to her new role, 13 of those with Bridgestone, where she has held various roles of increasing responsibility. Most recently, Lane was director of marketing for the truck bus radial (TBR) business, where she led marketing strategy and initiatives for the overall TBR portfolio. Previous roles within the company include director of marketing for the commercial off-the-road (OTR) business; channel marketing manager, mining division; and commercial marketing research and training manager. Lane started at Bandag in 2005, where she held marketing positions before and during the 2007 Bridgestone acquisition of the business. 

Lane earned a bachelor’s degree in economics from the University of Northern Iowa and an MBA from the University of Iowa. She was recognized as one of Tire Industry Association’s Women to Watch in 2015.