Ulrik Westergaard

Director, Tire Studs & Tire Studding Equipment @ Martins Industries - Your Tire Equipment Manufacturer

About

Creative, strategic and results-driven executive with deep expertise in sales, marketing, and operations across specialty and consumer products in automotive aftermarket distribution and retail. Tire industry, tire service and parts. Adept at driving revenue growth, optimizing P&L performance. A visionary leader skilled in developing high-performing teams, executing turnaround strategies, and cultivating key stakeholder relationships. Passionate about customer engagement, and maximizing sales and operational efficiencies.

Country

Canada

City

Toronto

Industry

Automotive

Skill

Operations Management, Strategic Planning, Stakeholder Management, Storytelling, Team Leadership, Executive Management, Retail, Retail Category Management, Store Management, Merchandising Strategies, Profit & Loss, Sales and Marketing, Consumer Products, Operational Planning, Business Acumen, Business Relationship Management, Business Leadership, Sales Performance, Business Development, Customer Service

Experience

Director, Tire Studs & Tire Studding Equipment

Martins Industries - Your Tire Equipment Manufacturer

2026-3 - Present · 7 mos

Pickering, Ontario, Canada

Director, Operations & Sales USA and Canada

Bruno Wessel (acquired by Martins Industries)

2021-10 - 2026-3 · 4 yrs 6 mos

Pickering, Ontario, Canada

Equipment Manufacturer and Distributor of specialty automotive aftermarket and tire service products. Locations in the United States and Canada. Lead operations and sales across North America, overseeing multi-channel sales strategies and supplier negotiations. Manage P&L, cash flow, and pricing strategies to drive revenue growth. Direct production and equipment assembly planning, optimizing efficiency and reducing costs. Oversee inventory management for raw materials and finished goods to align supply with demand. Build and maintain relationships with key stakeholders throughout US and Canada. Bruno Wessel, Road Grip®, Branick®, Quickloader®, SITEK (BETEK GmbH)

Sales Manager

Bruno Wessel (acquired by Martins Industries)

2010 - 2021-10 · 11 yrs

Pickering, Ontario, Canada

Led consumer products division, increasing annual revenue through targeted sales and marketing strategies. Established and scaled an online direct-to-consumer e-commerce platform, driving triple-digit growth. Secured major retail partnerships with Home Depot, Ace Hardware, Home Hardware, True Value, Costco, and more. Designed and executed trade show and social media marketing campaigns, achieving significant brand exposure. Negotiated cost reductions and optimized supply chain logistics, improving margins and reducing lead times. Spearheaded a packaging redesign initiative, eliminating plastic waste and enhancing on-shelf impact. Developed and managed a sales rep network, expanding market coverage and boosting sales. Featured case study contributor in How We Make Stuff Now by Jules Pieri, highlighted by Inc. Magazine. Quickloader Retail Categories: Automotive, Powersports, Tools & Hardware, Home Improvement, Landscaping, Lawn & Garden, Farm, Contractor & Construction Supply

Sales Manager

Sancor Industries Ltd.

2006 - 2010 · 4 yrs

Toronto, Ontario, Canada

Manufacturer, Outdoor Living & Recreational Products Negotiated and secured contracts with major retailers, including Sears and Home Hardware. Led expansion into international markets, securing distribution in Scandinavia.

Sales

Micris One Manufacturers & Distributors Inc.

2000 - 2005 · 5 yrs

Markham, Ontario, Canada

Manufacturer, Automotive Aftermarket, CPG Developed mid-market sales strategies and launched new winter safety accessories. Opened the company’s first major export account outside North America (Australia). Justin Case® Car Safety Kits & Automotive Aftermarket Accessories