Michelin has appointed Cedric Binoit as Managing Director and Vice President of Marketing & Sales for the Middle East and North Africa (MENA). Based in Dubai, he will oversee regional commercial performance, customer programmes and channel development. Binoit brings more than 25 years with the Michelin Group across sales, marketing, HR, finance and supply chain, with a focus on B2B customer execution and partnerships. The role aims to support sustainable mobility priorities across diverse MENA markets.
Binoit's responsibilities include commercial strategy, regional marketing execution, distributor engagement and key-account development across Middle East and North Africa markets. The Dubai base positions Binoit close to partners and fleet customers while supporting growth in specialty, passenger and truck tyre segments.
An IAE France marketing graduate, Binoit has held leadership posts across multiple functions at Michelin, combining product positioning with B2B sales and operational delivery. His cross-functional track record aligns with Michelin MENA priorities in multi-country channel management and customer-centric programmes.
MENA demand spans premium passenger tyres, commercial fleets and off-highway applications. A dedicated regional lead is designed to tighten customer support and accelerate sustainability-led offerings as regulations and procurement frameworks evolve. Michelin’s recent CSRD-aligned reporting underlines the direction of travel on transparency and value-chain impacts. Tyre News previously covered Michelin’s first CSRD-aligned sustainability report, providing context for procurement teams assessing suppliers.
Tagged with: Michelin, Michelin MENA, Middle East and North Africa, Dubai, leadership appointment, tyres, marketing and sales, regional leadership, sustainable mobility, distributor network, fleet customers
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