Quiros previously spent over 30 years working with Goodyear, in various roles, including general manager of category strategy and planning. Most recently, he has held senior roles at tire retailers Monro and Pep Boys.

At GfK, Quiros will manage the company’s relationships with tire manufacturers, helping them use GfK data in forecasting, pricing and product development.

The hire follows GfK’s appointment of Matt Wright as account director for its point-of-sale (POS) tire tracking panel in the third quarter of 2022. The panel offers data on brand share changes, competitive activities, and sell-out pricing at the tire level. 

Neil Portnoy, managing director of GfK’s POS tracking (tires) team, said: “Miguel has an unmatched knowledge of the industry, from every perspective. He understands how to apply data to arrive at the most informed business choices possible. It can take three years from the decision to build a new product until market launch – and a lot can change in that time.

“Miguel will help our clients use data to define the white space at any given time and then stay on top of changing consumer needs to assure that their SKUs remain relevant.”