Bosch has new director of advertising and brand management

Tony Pauly has been named director, advertising and brand management – North America for the Automotive Aftermarket Division of Robert Bosch LLC.

He succeeds Pam Krebs who recently retired.

In his new capacity, Pauly will report directly to Mr. Odd Joergenrud, regional president, Automotive Aftermarket – North America, and will oversee all advertising, public relations, sales promotion, and other marketing activities for Bosch automotive replacement parts throughout the United States, Canada and Mexico.

He will also be responsible for trade show activities, internal and external communications, the Bosch motorsports program, and other marketing activities in support of Bosch aftermarket branding and sales.

Pauly is a 14-year veteran of the Bosch Power Tool Division, most recently responsible for the development of brand and channel strategy in North America for Bosch laser measuring tools business – a newer business unit of the division. Including his 14-year tenure with Bosch, Pauly brings nearly two decades of marketing and sales experience in industrial and consumer markets.

In announcing Pauly’s appointment, Joergenrud said, “Tony’s new assignment is both complex and challenging. It requires a deep understanding of multiple distribution channel dynamics, plus the ability to understand and reach both professional automotive technicians as well as DIY and DIFM motorists.”

Joergenrud said the mix and technology of the media have changed dramatically in the last few years with digital, and particularly social media, having become very powerful tools in reaching both trade and consumer audiences.

“We look to Tony to build on the strong presence we’ve built with the mobility user to date, as well as to strengthen our advertising and promotional efforts in more traditional media.”

Pauly holds BA degrees in Economics and Political Science from the University of Wisconsin at Milwaukee.