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An Outsider Looking In: A Contrarian's View of an Imperfect Tire Industry


Jeff Barna
Yokohama Tire Corporation

Meet the Presenter

Jeff Barna was promoted in January 2018 to President of YTC (Yokohama Tire US) after joining YTC in January 2017 as Chief Operating Officer. Mr. Barna brings 30 years of proven success in sales, management, logistics and multi-national business, covering both North American and South American markets.

Most recently, he served as President at Nilfisk Inc., America’s Region, a global company in the professional cleaning products and service industry. Previously he held key management positions within global battery manufacturer Exide Technologies where he managed their entire customer portfolio including all aftermarket and OEM customers. While at Exide, he was also responsible for the company’s service arm in the America’s, which accounted for 145 company-owned distribution points in the U.S.

Prior to his roles at Nilfisk and Exide, Mr. Barna also co-founded a logistics and supply chain solutions company catering to the temperature-controlled food industry.  

Mr. Barna started his career as a salesperson working with small retailers and redistributors while working his way up to the top of the auto aftermarket business. He started selling Monroe shock absorbers to auto parts businesses in the metropolitan New York market, before progressing to large auto-part chains, auto manufacturers, and mass merchandisers and OEM’s.

While leading each of these respective businesses, Mr. Barna has been adept at implementing high impact go-to-market strategies, organizational restructuring projects, enterprise growth and profit optimization. All the while, he maintains a conviction that culture is the most important foundational element of any business.

Mr. Barna has a Bachelor of Arts degree in Political Science with a pre-law concentration from the College of William & Mary. He and his wife, Lora, reside in Laguna Beach, California. They have three children and are very actively involved in their lives.

Earlier Event: April 19
Keynote Luncheon