Premium tire manufacturer Nokian Tyres plc has appointed Tiina Frazer as Senior Vice President, Brand, Marketing and Communications. Effective August 1, 2026, Frazer will also join the Nokian Tyres Management Team, reporting directly to President and CEO Paolo Pompei.

Based in Helsinki, Frazer joined the company in September 2025 following senior brand leadership roles at consumer and pharmaceutical organizations, including Fiskars and Roche. 

Her executive mandate focuses on unifying global marketing strategy and strengthening Nokian’s premium brand positioning across key international wholesale and retail markets, including North America.