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Naturally curious with a passion for detail, LaTres loves to solve complex problems. Gifted with both innate logic and empathy, she is also a great coach. As the company’s Chief Strategy Officer, LaTres is responsible for identifying and executing strategies to drive demand for Gen Phoenix’s advanced materials outside of our core markets.
LaTres joined Gen Phoenix in 2024 from Bridgestone, where she held a number of executive positions in marketing, sales and country management. Her first job there was at the center of the circulatory economy – evangelizing and growing Bridgestone’s Bandag brand of retreaded tires. She reversed a 5 year revenue decline at Bandag, focusing on the true customer value proposition and building great industry partnerships. Bandag is now the category leader.
A chemical engineer by training, LaTres’s seminal marketing and business development skills were honed in her 12 years at Pepsico, where she held marketing and brand management positions of increasing responsibility. Brands that benefited from her expertise included Cap’n Crunch, Gatorade and Rice-a-Roni. Her success at Pepsico was largely the result of her ability to drive sales through channels and partnerships, a capability critical to Gen Phoenix’s strategy.
LaTres’s interests are wide-ranging, but one personal ritual is comedy – she takes a daily dose of stand up every morning (no joke!). Quality time with her husband includes regular ballroom dancing and a nightly game of pool, which she has played since childhood and where she is known to pass up the easy put away for a more difficult bank shot.
LaTres holds a Masters in Chemical Engineering from the University of Louisville and an MBA from the University of Michigan. Upon retirement, she intends to teach.
