In a pivotal shift to align its marketing strategies more closely with overarching corporate goals, Hankook Tire has announced a comprehensive restructuring of its communication activities across Europe. This strategic realignment involves the merging of operational marketing with corporate, product, motorsport, and digital communications under a newly formed department.

Filip Pawelka, has been appointed as the director of the newly established Marketing Communications department at Hankook Tire Europe. In this role, Pawelka will oversee corporate, product, motorsport, and digital communications, succeeding Felix Kinzer, who has helmed these sectors for the past 16 years, steering them towards substantial growth.

Bringing a wealth of experience to the table, Pawelka rejoined Hankook Tire Europe in March 2023 as Senior Marketing Manager. His initial tenure at Hankook spanned from 2004 to 2008, starting as a marketing coordinator and later advancing to Head of E-Marketing. Before his return, Pawelka held significant roles, including management positions at the Brunswick Group and National Sales Manager at Polaris Industries, followed by a stint as Business Development Manager Outdoor Sports at Cardo Systems.

The strategic reshuffle also sees Felix Kinzer transitioning to a new challenge within the company. As Senior Director, Kinzer will spearhead the newly minted Public Affairs division in Europe. Kinzer, whose career at Hankook began in 2007 after roles at Bridgestone and Pirelli, has been instrumental in shaping the company’s communications and media relations framework. His new position will have him reporting directly to the senior leadership, focusing on extending Hankook's strategic influence within public domains.

Sanghoon Lee, President and COO of Hankook Tire Europe, expressed his gratitude towards Kinzer for his dedicated service and pivotal contributions to the brand’s European operations. “Felix Kinzer has significantly professionalised our brand presence in Europe, from establishing sophisticated corporate communications in tandem with our production setup in 2007 to integrating digital media operations effectively,” Lee remarked. He also conveyed confidence in Kinzer’s continued impact in his new role.

Lee further highlighted the anticipation of Pawelka's leadership in continuing and elevating the firm’s communications efforts. “With his profound understanding of Hankook’s processes and his extensive background in PR, marketing, and sales, Filip Pawelka is uniquely positioned to invigorate our brand image and lead the team towards future successes,” added Lee.

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