Passion, People Drive Continental’s Travis Roffler

Passion, People Drive Continental’s Travis Roffler

Travis Roffler, Continental Tire the Americas director of marketing, uses his passion to drive his career success.

For many in this industry, the automotive aftermarket is in their blood. They grew up in the business, whether it was wrenching in the summers in high school or hanging out with their parents at their place of work. This was the case for Travis Roffler, who has been the director of marketing of Continental Tire the Americas for almost 18 years and is a tire guy through and through.

Growing up, Travis remembers wrenching with his dad in their garage and being fascinated with cars and racing at a young age. Little did he know that after graduating with a marketing degree from Florida State in 1992, his first job would be with Michelin North America as a customer service representative. He worked his way up at Michelin to become the company’s marketing manager. Soon after, he was recruited by Toyo Tire USA to be its director of marketing. Travis credits his following his passion for automotive and the people in the industry for his “blessed” career.

During the holidays in 2021, Travis received a call from a recruiter saying there was an open marketing position for a tire company in the Southeast. Around the same time, he had taken his then 5-year-old son to see his father in Charleston, S.C., hundreds of miles from where he and his family lived. Upon returning from that trip, he realized he missed his father, a huge influence on his life, and didn’t want his kids growing up without knowing him. When he called the recruiter and he told Travis the job was at Continental Tire in Fort Mill, just three hours from Charleston, he knew fate was at work.

Since then, Travis has worked as the director of marketing for Continental Tire and manages a team that is responsible for marketing for both the Continental and General Tire brands, including brand development, programs and promotions, product planning, communications and more.

In this episode of AMN Drivetime, hear Travis discuss:

  • How Travis’ got his start in the ‘s passion for automotive led him to a career in automotive (0:29)
  • Key mentors that helped Travis learn the tire business (4:40)
  • Changing moments in Travis’ career, including one that would affect his family (9:00)
  • The meaning Continental’s new taglines for its Conti and General brands and the process and research Travis and his team did to change them and make them meaningful (14:27)
  • What Travis sees as a few key trends in the tire industry today, from manufacturing to retail (20:54)
  • Travis’ proudest career moment (26:50)

 AMN Drivetime is sponsored by AISIN. Find more episodes here.

You May Also Like

Maverick Tire Changer: Bead Massage

The bead massage feature on the Maverick tire changer helps with better tire and wheel fitment for balancing.

Joe Keene, automotive content video producer at Babcox Media, speaks with Hunter Engineering service rep Rick Marzen on the bead massage feature on Hunter’s Maverick tire changer — which some OEMs are now recommending for better tire and wheel fitment to help with wheel balancing. This video is sponsored by Hunter Engineering Co.

Schaeffler and Sustainability with Jerry Conroy

Conroy shares insights into his career trajectory, the evolving landscape of the company’s aftermarket operations, and its commitment to innovation and sustainability.

At the Intersection of Tradition and Innovation with Grace Hovis

Grace Hovis’s journey in Hovis Auto & Truck Supply blends tradition with digital innovation in the automotive aftermarket industry.

The Future of MEMA with Bill Long

MEMA looks to the future as it celebrates 120 years making a big impact.

The Importance of Volunteering in the Aftermarket with Jon Owens

Owens describes what he’s learned from volunteering in the industry and his vision for AACF as its current president.

Other Posts

Hunter Maverick Tire Changer: 19.5-inch Tire Service

Learn to handle 19.5-inch wheels, which are common on some delivery vehicles, with Hunter’s Maverick tire changer.

What Constitutes A Quality Wheel Hub Assembly?

Discover key factors to consider for quality hub assemblies and how they impact vehicle performance and longevity. Sponsored by The Group Training Academy.

Needs Come First When Choosing Aftermarket Or OE

It’s essential to understand the differing needs of manufacturers, shops, technicians, and consumers.

Service Opportunities Still Exist With EVs

Like all ICE vehicles, you need the correct tools, parts and to follow the proper service procedures when servicing EVs. This video is sponsored by The Group Training Academy.