Bridgestone Americas
Strategic Account Playbook
Table of Contents
Section 1.0: Introduction to Account Playbook
Strategic Overview
This Account Playbook is STAR Trade Shows & Events' comprehensive intelligence and strategy guide for pursuing Bridgestone Americas as a net-new enterprise account. With 68 contacts cataloged in HubSpot — spanning C-suite CMOs, VPs of Marketing, Directors of Events, and Meetings & Events Managers — Bridgestone Americas represents one of the most contact-rich, relationship-ready new accounts in STAR's pipeline.
Despite the depth of the contact database, no closed revenue exists with Bridgestone Americas to date. This playbook is designed to convert that latent relationship potential into qualified pipeline and, ultimately, a first won engagement that opens the door to an enterprise-level partnership.
Corporate Scale
U.S.-based subsidiary of the world's largest tire and rubber company with ~$12B in N.A. revenue.
Resource Depth
45,000 employees and 2,200+ company-owned retail stores (BSRO) requiring multi-divisional support.
STAR's Strategic Opportunity
Bridgestone Americas has a large, well-funded marketing organization with dedicated Events, Sports Marketing, and Brand teams. The company exhibits at major industry shows including:
- SEMA / Global Tire Expo: The flagship consumer tire automotive moment.
- TMC / AGG1: Critical commercial truck and aggregates/construction shows.
- Sports Properties: Global sponsorships in motorsports and major sports property activations.
Section 2.0: Current State and Its Implications
2.1 Current State of the STAR–Bridgestone Americas Relationship
STAR's relationship with Bridgestone Americas is best described as warm but untapped. Jason Smith is the primary account owner and has cultivated a meaningful contact database of 68 individuals across Bridgestone Americas Tire Operations and Bridgestone Americas corporate. The contacts span multiple levels of the organization from C-suite marketing executives to front-line events coordinators.
Key relationship characteristics as of February 2026:
- 68 contacts in HubSpot — all classified as Leads, none yet converted to Opportunity or Customer stage
- Zero closed-won or closed-lost deals on record — this is a completely greenfield revenue opportunity
- Documented outreach history for a subset of contacts (Lori Hulet last activity August 2024; Kathryn Dailey last activity August 2024; Kayla Hadley last activity October 2024; Katherine Steinman last activity April 2025)
- Bulk contact addition in October 2024 suggests a focused prospecting push that has not yet converted to active pipeline
- Sara Correa is listed in HubSpot as 'Director Global Sales and Marketing' but her current title is Chief Marketing Officer, Bridgestone Americas — a significant upgrade that makes her STAR's highest-value target contact
2.2 Implications and Strategic Opportunity
The absence of deal history is not a weakness — it is a clean slate. Bridgestone Americas has no preconceived notions about STAR's capabilities, pricing, or service model. This gives STAR the ability to position itself precisely and strategically from the very first engagement.
The October 2024 bulk contact addition followed by limited documented outreach suggests the account may have been in a holding pattern. This playbook is designed to restart and accelerate that momentum with a structured, multi-level outreach approach targeting both the events execution team and the marketing leadership tier simultaneously.
Key Implication
"The meetings & events team at Bridgestone Americas (Lori Hulet, Kayla Hadley, Katherine Steinman, Alicia Smith, Karen Trapp) is STAR's fastest path to a first win. These are the operational buyers who manage day-to-day exhibit and event logistics. A warm, credible introduction from Jason Smith to this team — backed by STAR's portfolio and a well-timed outreach tied to an upcoming show — is the most direct route to first revenue."
Section 3.0: Company Overview
3.1 About Bridgestone Americas
Bridgestone Americas, Inc. (BSAM) is the Nashville, Tennessee-based subsidiary of Bridgestone Corporation, a Japanese multinational founded in 1931 by Shojiro Ishibashi. The company's name is a literal translation of the founder's name — 'Ishibashi' means 'stone bridge' in Japanese. Today, Bridgestone Corporation is the world's largest tire and rubber company by revenue, operating in more than 150 countries.
3.2 Business Segments
Bridgestone Americas Tire Operations (BATO)
The core tire manufacturing and sales operation covering passenger/light truck, commercial truck/bus, off-the-road (OTR) for mining and construction, agricultural, motorcycle, and aircraft tires. BATO is headquartered in Nashville and operates multiple manufacturing plants across the U.S. The LaVergne, TN truck/bus radial plant is scheduled for closure in July 2025 as part of ongoing restructuring.
Bridgestone Retail Operations (BSRO)
Operates more than 2,200 company-owned retail stores under the Firestone Complete Auto Care, Tires Plus, and Wheelworks banners. BSRO is a major consumer-facing brand and represents a significant trade show and consumer activation opportunity for STAR.
Bridgestone Commercial Solutions (BCS)
Serves medium and heavy-duty truck fleets, mining, agriculture, and industrial customers through a network of 2,500+ dealers and direct sales. Key product lines include Bridgestone and Firestone commercial tires, retread solutions (Bandag), and fleet management services.
Bridgestone Mobility Solutions (BMS)
The growth-oriented solutions business encompassing fleet telematics, tire monitoring, retread integration, CFNA (Bridgestone's financial services arm), and Firestone Airide (air springs for commercial vehicles). BMS was previously led by Scott Damon before his elevation to Americas CEO.
3.3 Strategic Priorities (2025–2026)
- 'Turn Changes into Opportunities' — 2025 is designated as a year of emergency and crisis management to address competitive threats from Chinese EV proliferation and low-cost tire imports
- ENLITEN Technology Expansion — target 170+ car models with ENLITEN-equipped OE tires in 2025 (up from 117); this is the premium product story across all marketing channels
- Premium brand elevation — increasing 20-inch+ tire sales (grew 110% in 2024); targeting prestige OEMs and premium EV platforms
- Digital transformation under Scott Damon — integrating digital ecosystems across retail, fleet, and B2B operations
- U.S. tariff mitigation — navigating 25% tariffs on Mexico/Canada and 10% on China with manufacturing flexibility
- Sustainability leadership — ENLITEN technology reduces material use and rolling resistance; recycled carbon black initiatives; lunar rover tire R&D as innovation storytelling
Section 4.0: Charitable & Philanthropic Initiatives
Bridgestone Americas has a rich philanthropic heritage rooted in its Firestone legacy. Understanding these initiatives enables STAR to connect authentically with Bridgestone's leadership on the causes they care about most.
4.1 Bridgestone Americas Trust Fund
Founded in 1952 by Harvey Firestone Jr. as the Firestone Fund, the Bridgestone Americas Trust Fund has distributed over $10 million to nonprofits in the last five years alone. In 2024, the Trust Fund awarded nearly $1 million to 22 nonprofit organizations across the U.S., marking the first major strategic shift in its giving model in 72 years. The new model includes Strategic Partner grants, Community Partner grants, and expanded employee matching of up to $2,000 per teammate per year for any U.S. nonprofit.
4.2 United Way Partnership
Bridgestone's annual 'United by What Really Matters' campaign raised $2.4 million for the United Way in December 2025, bringing the decade total to over $17 million. The campaign includes a charity golf tournament (which alone raised $1.35 million in 2025) and a week of employee volunteer activities across Nashville, Akron, and Cleveland. CMO Sara Correa personally champions this initiative, making it a strong connection point for relationship-building conversations.
4.3 Boys & Girls Clubs
Bridgestone celebrated 10 years of partnership with the Boys & Girls Clubs of America in 2024, featuring surprise donations and giving campaigns tied to youth development. This reflects Bridgestone's commitment to community access and youth mobility.
4.4 Adaptive Sports
Bridgestone has invested in adaptive sports programming for people with disabilities, partnering with Adaptive Sports Ohio. In 2025, Bridgestone awarded $200,000 to expand adaptive sports programming at schools nationwide — a cause tied directly to their rubber and mobility engineering expertise.
4.5 PGA TOUR & Girls Flag Football
Bridgestone is the Official Golf Ball of the PGA TOUR and presenting sponsor of the Bridgestone Collegiate Development Program, focused on diversity in golf. Additionally, Bridgestone has partnered with five NFL franchises — Cleveland Browns, Dallas Cowboys, LA Rams, New England Patriots, and Tennessee Titans — to expand girls flag football programs across the U.S.
STAR Activation Opportunity
"Bridgestone's sports sponsorship portfolio (PGA TOUR, NFL teams, motorsports) creates compelling event activation opportunities. Propose STAR's capabilities for hospitality experiences, sponsor pavilions, or fan engagement activations tied to these sports properties — a compelling conversation starter beyond the standard trade show pitch."
Section 5.0: Trade Show & Event Intelligence
5.1 Confirmed & Probable Trade Show Calendar (2025–2026)
Bridgestone Americas does not publish a centralized trade show calendar. The following shows are compiled from press releases, exhibitor records, industry sources, and confirmed speaker appearances. 2026-specific commitments have not yet been publicly announced; this calendar reflects historical patterns and confirmed 2026 events.
| Show / Event | Date | Location | Division / Notes |
|---|---|---|---|
| SEMA Show / Global Tire Expo | Nov 3–6, 2026 | Las Vegas, NV | Annual tire/automotive flagship. STAR prime target. |
| TMC Annual Meeting (ATA) | Mar 2026 (est.) | Nashville, TN | Key commercial truck/fleet tire show. |
| AGG1 Aggregates Expo | Mar 2026 (est.) | TBD | OTR & construction tire segment focus. |
| Tire Technology Expo | Mar 3–5, 2026 | Hannover, DE | R&D/innovation and sustainability focus. |
| Space Symposium (40th) | Apr 2026 (est.) | Colo. Springs, CO | Lunar rover tire innovations storytelling. |
| CONEXPO-CON/AGG 2026 | Mar 3–7, 2026 | Las Vegas, NV | Major construction; OTR/mining opportunity. |
5.2 SEMA / Global Tire Expo — Flagship Opportunity
The SEMA Show and its embedded Global Tire Expo is the single most important annual event in Bridgestone Americas' consumer and B2B marketing calendar. With 100,000+ attendees and 1,800+ exhibitors, Global Tire Expo is where Bridgestone showcases its latest innovations, ENLITEN technology, and brand story to dealers, OEMs, and media.
- Bridgestone debuted the all-new Turanza EverDrive touring tire at SEMA 2025.
- Phil Pacsi (VP, Sports & Events Marketing) is the likely internal champion for this show.
STAR Opportunity
"A world-class SEMA booth for Bridgestone's tire portfolio would be a flagship win — and a proof point for expanding to TMC, AGG1, and fleet shows."
5.4 Agency & Exhibit Vendor Intelligence
Creative: Publicis / Leo Burnett
They handle brand creative, broadcast, and digital — not physical production.
Incumbents: SEMA & Fleet
Likely Freeman, GES, or Czarnowski for SEMA. Fleet/OTR likely uses regional vendors.
Nashville Market Intelligence — Local Advantage
"Bridgestone is headquartered in Nashville. STAR’s Midwest base and logistics network means we can serve Nashville efficiently and potentially at a cost advantage over national exhibit houses with high overhead. Highlight our 'right-sized' approach for Nashville-area events."
Section 6.0: Key Contacts & Organizational Insights
6.1 Priority Contacts — Tier 1: Executive Marketing Leadership
Final Budget AuthorityThese contacts have final budget authority and enterprise-level visibility. Outreach at this level should be executive-to-executive and focused on strategic partnership, not individual project pitches.
| Name | Title | Owner | |
|---|---|---|---|
| Sara Correa | CMO, Bridgestone Americas | [email protected] | Jason Smith |
| Philip Dobbs | Chief Marketing & Strategic Planning Officer | [email protected] | Jason Smith |
| Nicholas Cooper | EVP & Chief Marketing Officer | [email protected] | Jason Smith |
6.2 Priority Contacts — Tier 2: Events & Executional Leads
Fastest Path to RevenueRecommended First Move: Direct outreach from Jason Smith to Lori Hulet (Senior Manager, Meetings & Events). These are the operational buyers who manage day-to-day exhibit logistics and vendor relationships.
| Name | Title | Owner | |
|---|---|---|---|
| Lori Hulet | Senior Manager, Meetings & Events | [email protected] | Jason Smith |
| Jordan Strange | Director, Event Operations | [email protected] | Jason Smith |
| Phil Pacsi | VP, Sports & Events Marketing | [email protected] | Jason Smith |
6.4 Organizational Intelligence
- Sara Correa (CMO): HubSpot title ('Director Global Sales and Marketing') is outdated. She is the highest-ranking marketing executive and personally advocates for community initiatives. Update HubSpot record immediately.
- Meetings & Events Team: Lori Hulet, Kayla Hadley, Katherine Steinman, Alicia Smith, and Karen Trapp form a dedicated team — signals a high volume of events and real procurement needs.
- Decision Split: Tomoyuki Takagi (Global Executive Director) is Tokyo-based, suggesting an integrated global marketing structure. Understanding the global vs. regional split is critical for large proposals.
- Fresh Lead: Jon Arnold (Executive Director of Marketing) was added in December 2025 — represents a fresh prospecting touch for follow-up.
6.5 Agency Relationship Intelligence & Positioning
No confirmed exhibit house partner has been publicly identified, which represents an opening for STAR. The goal is to earn a first project and establish STAR as the preferred vendor before formal consolidation.
Competitive Positioning
"Position STAR as the execution partner that brings Bridgestone's brand stories to life in physical environments — whether that's a tire launch at SEMA or a hospitality activation at a PGA TOUR event. STAR is not competing with creative agencies; STAR is the team that makes the creative come to life on the show floor."
Section 7.0: Experiential Strategies by Business Unit
7.1 Consumer Tire Division — SEMA / Global Tire Expo
Bridgestone's consumer tire marketing is driven by product launches, premium brand positioning, and OEM storytelling. SEMA is the centerpiece. An SEMA booth for Bridgestone should convey performance, premium quality, and the ENLITEN technology story in an immersive environment that commands floor presence against Michelin, Goodyear, and Continental.
Recommended Strategy: ENLITEN Technology Theater
- Immersive 'ENLITEN Experience Zone': Propose an interactive exhibit at SEMA 2026 that visualizes the weight savings, rolling resistance reduction, and performance benefits of ENLITEN-equipped tires.
- OEM Vehicle Integration: Integrate digital screens showing OEM vehicle models equipped with ENLITEN tires (target 170 car models in 2025).
- Premium Product Showcase: Position the booth as a premium product showcase, not a commodity tire display — aligned to Bridgestone's 70%+ premium revenue strategy.
7.2 Commercial Solutions — TMC & Fleet Shows
Recommended Strategy: Fleet ROI Exhibit Design
- 'Total Cost of Ownership' Narrative: Design environments that tell the story of Bridgestone's retread (Bandag), fleet telematics, and tire life data.
- Interactive ROI Tools: Fleet fuel savings calculators, tire wear simulation displays, and retread program ROI tools.
- Modular Scale: Modular exhibit designs that can scale from a 20x20 at TMC to a larger presence at NACV.
7.3 OTR / Construction — AGG1 & CONEXPO
Recommended Strategy: 'Built for the Toughest' Exhibit
- Product Scale: Physical tire display installations featuring OTR tires at scale — these command booth presence and drive traffic.
- Technical Demos: Interactive demonstrations of tire durability data, pressure management systems, and application engineering.
- OEM Partnerships: Co-branded partner elements where appropriate for equipment OEM partnerships.
7.4 Sports & Consumer Activations — PGA TOUR & NFL
Recommended Strategy: Sports Activation Partnership Pitch
"This is a differentiated conversation that most exhibit houses cannot have — and positions STAR as a full-service experiential partner, not just a booth builder."
- Sponsorship Complement: Present STAR's sports activation portfolio as a complement to Bridgestone's existing programs (PGA TOUR, NFL, motorsports).
- Infrastructure Expertise: Propose STAR's involvement in hospitality builds, fan experience zones, sponsor pavilions, or Pro-Am activations.
Section 8.0: Next Steps & Action Plan
8.1 Immediate Actions (30 Days) — First Contact Activation
Update Sara Correa's HubSpot Record
Update Sara Correa's title from 'Director Global Sales and Marketing' to 'Chief Marketing Officer, Bridgestone Americas' — this is the #1 data hygiene action and signals to Jason Smith's leadership that STAR is paying attention.
Warm Outreach to the Events Team
Jason Smith to personally reach out to Lori Hulet (Sr. Manager, Meetings & Events) via email — reference her name, acknowledge the prior contacts in the system, and request a 20-minute discovery call.
- Goal: Understand Bridgestone's 2026 trade show calendar, current exhibit vendor relationships, and any open RFPs.
- Parallel Track: Same outreach to Jordan Strange (Director, Event Operations).
Research SEMA 2025 Booth Footprint
Investigate Bridgestone's SEMA 2025 booth size, design, and exhibitor profile as a baseline for proposing SEMA 2026 improvements.
8.2 Near-Term (60–90 Days)
- Develop a Bridgestone-specific capabilities one-pager highlighting STAR's automotive experience.
- Request a presentation meeting with Phil Pacsi (VP, Sports & Events Marketing).
- Propose a SEMA 2026 concept to Jon Arnold or Phil Pacsi (Conceptual render).
- Engage Kathryn Dailey and Alicia Smith as internal relationship builders.
8.3 Long-Term (6–12 Months)
- Win a first exhibit or event project to establish STAR on the vendor roster.
- Target Revenue: $150,000–$300,000 from an initial SEMA or TMC engagement.
- Build toward a preferred vendor or master service agreement.
- Leverage Bridgestone as a proof point for major automotive OEM accounts.
Section 9.0: STAR Value Propositions & Sample Messaging
This section provides tailored STAR value propositions for each of Bridgestone Americas’ business divisions and audience segments, followed by ready-to-use outreach messaging. These value propositions are built on deep intelligence about Bridgestone’s business priorities, competitive landscape, and strategic direction — not generic exhibit house talking points.
9.1 Corporate-Level Value Proposition
Why STAR for Bridgestone Americas’ Enterprise Experiential Marketing
Bridgestone Americas is navigating one of the most consequential strategic moments in its history: a “Turn Changes into Opportunities” mandate in the face of Chinese EV proliferation, low-cost tire import pressure, 25% tariff uncertainty, and an accelerating premium brand elevation strategy. In this environment, every marketing dollar must work harder — and trade show and experiential investments must deliver measurable business outcomes, not just brand impressions.
Full Portfolio Expertise
Bridgestone competes across consumer, commercial fleet, OTR, and sports. Unlike exhibit houses that specialize in one area, STAR brings experience across all of these environments.
ENLITEN Technology Storytelling
Trade show environments are where technical claims become visceral experiences. STAR can design environments where partners and consumers actually feel the ENLITEN difference.
Premium Brand Elevation Alignment
Bridgestone’s strategy targets 20-inch-plus tire growth. STAR designs exhibits that signal premium quality in materials and spatial experience to support this elevation.
Strategic Partnership Approach
We invest in understanding your business and planning cycle before we write a single proposal. That’s the difference between a booth builder and a strategic partner.
9.2 Consumer Tire Division — SEMA / Global Tire Expo
Why STAR for Bridgestone’s Flagship SEMA Presence
SEMA booth cannot simply be large — it must be strategically designed to communicate premium technology leadership, OEM partnership depth, and brand differentiation in a single glance.
9.6 Sample Messaging Templates
Subject: Bridgestone’s 2026 Show Calendar — A 20-Minute Discovery Call?
Hi Lori,
My name is Jason Smith — I’m an Account Executive at STAR Trade Shows & Events. STAR specializes in full-service exhibit design and event management for large B2B brands, and we’ve long admired Bridgestone’s show presence — from your SEMA footprint to the fleet show programs your commercial team runs.
As you and the team are planning the 2026 trade show calendar, I’d love to have a 20-minute discovery call to understand your upcoming priorities and any open needs. No pitch — just a genuine conversation.
Best, Jason Smith
Subject: Bridgestone’s 2026 Brand Story — A Partnership Conversation
Hi Sara,
Bridgestone Americas has one of the richest brand narratives in the industry right now: ENLITEN technology leadership, sustainability commitment, and a premium tire story that’s growing at an impressive rate. Your “Turn Changes into Opportunities” mandate for 2026 is exactly the kind of challenge that separates brands that invest in distinctive experiences from those that settle for commodity presence.
We’d love to be part of bringing Bridgestone’s story to life in 2026. Would you be open to a brief conversation about how STAR might support your team’s vision? I’m happy to come to Nashville.
Best regards, Jason Smith