GRI appoints Barry Guildford as its Global Commercial Director

GRI, a leading specialty tire manufacturer, has announced the appointment of Mr. Barry Guildford as its global commercial director (GCD), effective March 1, 2024. Guildford brings with him a wealth of experience and a proven track record of success in strategic leadership and sales management roles within the tire industry. As the GCD, Guilford will lead the global sales and marketing organization of GRI.

Guildford's tenure in the tire industry spans across distinguished positions, each marked by notable achievements and transformative initiatives, GRI noted. In his most recent role as the Head of Region Northeast Europe & Head of Sales ContiTrade at Continental, he orchestrated the overhaul of automotive retail networks across multiple countries. Notably, his initiatives in EV car service diversification, fleet business development, and digital fleet management solutions set new standards in the industry. Guildford's expertise extends to marketing as well, as he crafted regional marketing strategies, launched digital business solutions, and orchestrated brand re-launch initiatives that resulted in significant growth, during his time at Continental.

“Barry Guildford’s appointment as our Global Commercial Director is a testament to our commitment to excellence, business innovation and growth. His extensive experience and proven leadership skills make him the ideal candidate to drive GRI’s commercial strategy forward,” remarked Prabhash Subasinghe, Managing Director of GRI.

“Joining GRI as the Global Commercial Director presents an exciting opportunity to leverage my experience and drive meaningful impact for GRI in the global Specialty Tire market,” said Barry Guildford. “I am thrilled to be part of GRI’s journey, particularly as they are deeply committed to sustainability and green initiatives worldwide. I look forward to leading the commercial team towards new heights of success while advancing our environmental responsibility.”

Founded in 2002, GRI produces material handling solid tires, radial agriculture tires, and construction tires. With a strong commitment to sustainability and environmental responsibility, GRI uses pure natural rubber to manufacture its high-grade tires. GRI has operations in 13 countries, and sales in over 70 countries worldwide.