- Outdoor Recreation Active participant in skiing and mountain biking to maintain physical fitness, mental clarity, and a connection to nature
- Volunteering & Advocacy Supporter of local charities, schools, and community initiatives through fundraising events and awareness campaigns
- Music & Public Speaking Professional DJ and emcee since age 16, with a deep passion for music, live performance, and audience engagement Known for blending creative energy with confident public speaking across events, panels, and industry forums
Robert Tinson
Vice President Sales And Marketing
East Hampton
Summary
Vice President of Sales and Marketing with a passion for performance and brand building. Known for transforming legacy companies into enthusiast driven leaders through smart storytelling, digital innovation and team leadership. Strong relationships across manufacturers, retailers, distributors and e-commerce channels. Focused on driving growth, protecting margin and aligning strategy with culture.
Overview
22
22
years of professional experience
Work History
Vice President of Sales & Marketing
Forvia HELLA
12.2022 - Current
- Orchestrated commercial and cultural transformation across North America, reshaping HELLA’s brand identity and elevating its digital presence
- Formulated and executed a cultural reinvention strategy, evolving HELLA from a legacy supplier into a lifestyle-driven category leader
- Spearheaded HELLA’s first off-road influencer initiative featuring Brian Deegan, driving a 3x surge in social engagement and a 40 percent increase in category sales
- Forged strategic partnerships with Pikes Peak and Crandon Raceway to embed HELLA in motorsport culture through trackside storytelling and community engagement
- Identified and activated brand partnerships to elevate HELLA’s presence in enthusiast communities. The JIMCO Racing collaboration evolved from showcasing Baja-built trucks equipped with HELLA lighting to solving a critical fabrication challenge by developing high-quality, customizable brackets aligned with HELLA’s engineering standards
- Created a user-generated content platform that boosted social following by more than 200 percent within 18 months
- Launched HELLA’s first B2C platform, unlocking new revenue streams and positioning the brand competitively in universal lighting
- Solved pricing and channel conflict by implementing MAP strategy and launching B2C to create a level playing field for distributor partners while driving direct-to-consumer growth
- Established a Seller Central relationship with Amazon for select products to protect margins, maintain premium positioning, and reinforce disciplined pricing across all channels
- Navigated shifting tariff regulations by rebalancing channel priorities and renegotiating distributor terms
- Unified internal teams and external agencies to deliver high-ROI campaigns and digital rollouts
- Built regionally aligned, culturally diverse teams tailored to market dynamics and product category needs
- Applied a manage-by-channel strategy to align talent and tactics across retail, distribution and DTC segments for sharper execution and scalable growth
- Cultivated a high-integrity team culture rooted in curiosity, accountability and shared ownership
- Served as HELLA’s public-facing voice across media, events and product launches
- Partnered with Robb Holland to reinforce HELLA’s European enthusiast identity, bridging brand credibility across motorsport, tuner culture and premium lighting applications
- Performed monthly sales forecasting and competitive analysis to guide product performance and inform new development
- Achieved sales goals and service targets by cultivating and securing new customer relationships
- Implemented data-driven decision-making processes to optimize sales performance and drive results
Director of Sales – North America
Sensata Technologies (Schrader TPMS Solutions)
01.2018 - 01.2022
- Company Overview: Schrader is a global leader in sensing and valve solutions, pioneering TPMS technology. I was promoted to lead the North American Aftermarket sales team, tasked with driving growth, building a resilient team, and navigating complex market dynamics.
- Identified and built a high-margin channel from scratch, now representing 10% of total revenue
- Recruited and mentored a diverse team of high-character individuals with varied perspectives
- Led cultural integration post-acquisition, stabilizing morale and retaining top performers
- Overcame a critical production issue by conceptualizing a creative bundling strategy and negotiating cross-company product pairings
- Implemented cross-functional process changes to accelerate new product delivery
- Developed a unified forecasting model using POS data, improving sales visibility and customer engagement
- Introduced tools for market share analysis, SKU performance, and promotional lift
- Led disciplined pricing strategy across channels to protect brand equity and optimize profitability
National Sales Manager – US Aftermarket
Sensata Technologies (Schrader TPMS Solutions)
01.2013 - 01.2018
- Delivered 31% average annual sales growth over four years
- Secured $4M in new business through strategic distributor partnerships
- Launched Schrader’s single SKU TPMS sensor—now 74% of aftermarket sales
- Led cultural transformation post-acquisition, retaining key talent and rebuilding team trust
- Presented annual budgets and forecasts to Sensata’s senior leadership
- Developed and implemented effective sales strategies and led nationwide sales team members to achieve sales targets.
Sales Manager
BWP Distributors / CARQUEST Auto Parts
01.2004 - 01.2012
- Increased sales by $1.9M across nine stores in one year
- Introduced Weblink ordering system to professional installers
- Secured national accounts including CarMax and Goodyear
- Recognized for leadership in marketing and training initiatives
Education
Bachelor of Arts - Mass Communications
Quinnipiac University
Hamden, CT01.2000
Skills
Strategic marketing alignment
Awards
- Board Member, Automotive Sales Council (2025) Selected by industry peers to join an elite group of senior executives shaping the future of aftermarket sales strategy. Named to the board in recognition of thought leadership, commercial innovation, and cultural impact across the automotive landscape.
- Advocate for the Right to Repair Act Active participant in legislative advocacy, including three visits to Capitol Hill in Washington, D.C., to represent the industry’s voice on consumer access, independent repair rights, and aftermarket innovation. Collaborated with Auto Care Association leadership to advance policy and protect long-term channel viability.
- Member, AWDA and Auto Care Association Market Intelligence Committee Contributed to strategic insights and data-driven initiatives supporting aftermarket growth, transparency, and channel health.
- Mentor, Young Automotive Network Group (YANG) Committed to developing next-generation talent through mentorship, career guidance, and industry engagement.
- Featured in Tire Review Magazine Club 3633 profile, August 2016, spotlighting leadership in brand transformation and cultural reinvention.
Interests
Timeline
Vice President of Sales & Marketing
Forvia HELLA
12.2022 - Current
Director of Sales – North America
Sensata Technologies (Schrader TPMS Solutions)
01.2018 - 01.2022
National Sales Manager – US Aftermarket
Sensata Technologies (Schrader TPMS Solutions)
01.2013 - 01.2018
Sales Manager
BWP Distributors / CARQUEST Auto Parts
01.2004 - 01.2012
Bachelor of Arts - Mass Communications
Quinnipiac University