Episode 64 -- Being Bolder in Our Storytelling Approach

When Tiina Frazer joined Nokian Tyres as global Vice President of Brand, Marketing and Communications in late 2025, she brought more than 30 years of global experience, including in North America. That international journey has shaped the way she sees consumers and brands – and instilled appreciation for the people at the counter selling products. On this month's Nokian Tyres Journey Podcast, Tiina discusses how that global marketing perspective will help guide the company's storytelling efforts. She also details the important role tire dealers have to play in helping Nokian Tyres build its brand.