Nokian Tyres has promoted Tiina Frazer to Senior Vice President, Brand, Marketing and Communications. She will also join the Finnish manufacturer’s Management Team from 1 August 2026. Based in Helsinki, Frazer will report to President and CEO Paolo Pompei as the company develops its position across key tyre markets.
Frazer joined Nokian Tyres in September 2025 as Vice President, Brand, Marketing and Communications. Her promotion gives the function direct representation on the company’s senior management body less than a year after her arrival.
Before joining the tyre manufacturer, Frazer served as Vice President, Brands and Marketing at Finnish food business HKFoods Finland. She has also held senior positions with Lumene, Roche Pharmaceuticals and Fiskars.
Pompei said Frazer’s experience in building brands made her a strong addition to the Management Team. He linked the appointment to Nokian Tyres’ aim of strengthening its premium position in important markets.
The appointment comes during a wider period of management and operational development. Nokian Tyres previously named Ville Mansikkamäki as its incoming Senior Vice President for Heavy Tyres and a member of the Management Team. Tyre News reported that Mansikkamäki will take responsibility for the heavy tyre business.
The manufacturer is also expanding European production. Its Oradea plant in Romania reached one million tyres in December 2025, matching the factory’s first-year output target. The Romanian production milestone marked an important stage in Nokian Tyres’ European capacity ramp-up.
Financial performance has also improved. Nokian Tyres recorded first-quarter 2026 net sales of €279.6 million, compared with €269.5 million a year earlier. Its segment operating loss narrowed from €18.5 million to €4.3 million.
Frazer’s expanded remit therefore covers brand and communications activity during a period when the manufacturer is rebuilding production capacity, adjusting its leadership structure and seeking growth in premium markets.
Tagged with: Nokian Tyres, Tiina Frazer, tyre industry appointments, tyre marketing, corporate communications, tyre manufacturing, premium tyres, European tyre market, management team, Paolo Pompei
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