Around four months after her appointment, in an exclusive interview, Tyres & Accessories spoke with Cate Keenan, a seasoned category manager who most recently became marketing director at Michelin UK. Originally from California, Keenan relocated to Europe in 2019, beginning her international chapter in Berlin with a previous employer. It was there that Michelin spotted her expertise and recruited her to working in the business’s Frankfurt operation, where she spent roughly the next two years laying the foundations upon which she is now building.
While she hails from across the Atlantic and spent time in mainland Europe, Keenan has been based in the UK since 2023 – a period that has “just flown by” – so she is no stranger to these shores either. Her entire tenure at Michelin has centred on tyres. Joining in 2021, Keenan was tasked with establishing the company’s category management function in Europe – a department that had not previously existed in the region. Drawing on her deep background in traditional consumer goods and e-commerce category management, Keenan built the team from the ground up, initially focusing on Europe North (encompassing the UK, Ireland, Nordics, Germany, Austria, Switzerland, and related markets). Over time, the role expanded to cover southern Europe and broader responsibilities. A little more than a year ago, Keenan took on responsibility for category management across Europe. As of Autumn 2025, she transitioned into a more UK-centric leadership position. While her experience has historically been rooted in B2C (consumer-facing) tyre strategies, this latest move into the marketing director role broadens her remit to include the B2B world and therefore Michelin’s diverse portfolio of tyre solutions for fleets, commercial transport, and industrial clients.
The full interview if featured in the UK section of the February edition of Tyres & Accessories magazine. In it our conversation explores the differences between category management and a marketing direction. It then delves into current UK tyre market challenges, and the relative resilience of premium segments. The discussion also covers the distinct UK truck tyre sector, where Michelin prioritizes direct fleet engagement, leadership in CO2 reduction/fuel efficiency/safety, and its local retreading operations in Stoke.
This text is a preview of the full article, which appears in the next edition of Tyres & Accessories magazine. Not a subscriber? No problem, click here to become one.
