Bailey joined Goodyear as a product manager in 1996 and is a former champion racing driver.
He said: 'The EMEA communications team has been delivering some very high profile and innovative campaigns for our tyre brands. Our Goodyear range is winning awards for safety and our Dunlop range is winning races around the world. We have great stories to tell throughout the territory.
'Each region has a market for most of our products, ranging from ultra high performance motorsport tyres for cars and motor cycles, through to original equipment tyres created for executive and family cars as well as trucks, buses and agricultural equipment.
'When you factor in geographical influences, from the north of Europe where cold weather tyres are essential, to the Middle East where searing heat is the norm, then you can see that there is a real opportunity to communicate the benefits of the right tyre for each market.'