In this episode of Giant Stories, we sit down with Crissy Niese, the Senior Vice President and Chief Customer Officer of Tire Discounters, to explore how a Cincinnati-based, family-owned company has grown from a one-bay garage into one of the nation’s largest independent tire and automotive service chains.
With roots at P&G and a rich marketing background across iconic brands, Crissy shares strategic insights into how Tire Discounters is competing against big-box players by staying relentlessly consumer-focused, offering unmatched service innovation and perks, and turning a grudge purchase into a feel-good experience.
You’ll also be inspired by how this brand infuses humor, heart, and human connection to a category not exactly known for creativity (tires!) — and how that storytelling translates directly to trust on the shop floor.
Episode highlights include:
- The origins of Tire Discounters and its family-owned ethos
- Why storytelling is the foundation of Tire Discounters’ brand strategy
- The surprising power of humor and humanity in a traditionally “unsexy” industry
- Creating brand equity through cheeky signage, radio jingles, and character-driven ads
- How Tire Discounters brings employees and customers into the brand narrative
- Turning a transactional industry into a relationship-driven business
Whether you’re in retail, service, or strategy, this conversation will inspire you to rethink how you tell your brand’s story.
“You connect with people as people first, not just as customers.”
– Crissy Niese
“Kim, that’s not how you use oil.”
— A viral Tire Discounters sign, referencing Kim Kardashian’s infamous photo shoot
Watch Episode 14
About Crissy Niese
Clarissa (Crissy) Niese is the Chief Customer Officer and Senior Vice President of Tire Discounters, the nation’s seventh-largest retailer of tires, wheels and automotive services. Since joining the organization more than 11 years ago, Niese has overseen Operations, Marketing, IT, Innovation, Data and Analytics, and several other customer-centric departments within the organization. Niese’s role is designed to ensure that the customer experience continues to be the central priority at Tire Discounters and its family of brands.
Niese has nearly 25 years of executive leadership experience with a proven track record transforming, scaling and leading businesses in healthcare, baby care, start-up technology/energy, candy/gum, and automotive service industries. Her scale of leadership ranges from billion-dollar global businesses to dynamic, high-growth family-owned businesses and joint ventures. She has made her mark on many iconic consumer brands such as Pepto-Bismol, Prilosec OTC, Pampers, Duracell, Metamucil, Airheads, Mentos, Tire Discounters, Chip’s Auto Glass, and Butler.
At the ripe age of 26, she was featured on the cover of the Wall Street Journal for her creative marketing to women and is well known for her ability to develop strong teams through fun, inspirational leadership. Niese is also well known for her negotiation and strategic partnership skills, having developed joint programs with NASCAR, NFL, Jay-Z/ROC Nation, Madison Square Garden, Starbucks, National Fiber Council, Medicare/Medicaid, Neo-Natal Hospital units, UNICEF, Wounded Warrior Project, and much more.
Niese serves as Chair on the Dean’s Executive Cabinet at the University of Cincinnati Business Advisory Board and has also served at March of Dimes, ArtsWave, and Cincinnati Museum Center. She is also an avid choir member at her church. She’s been a featured speaker for organizations like the Ohio Diversity Council, Brand Innovators, and for sales and marketing classes at the University of Cincinnati. Niese has received recognition as a 40 Under 40 Honoree by the Cincinnati Business Courier (2019), Adweek Brand Star (2019), a University of Cincinnati PACEsetter (2016), a Tire Business Up and Comer (2015), and also received a Silver Addy Award (2017), 2012 Gold Sabre Award, 2012 Bronze Epica Award, 2010 P&G NA Brand Building Award for Hispanic Relationship Marketing, 2010 #1 brand page on Facebook by Altimeter group and has been featured in Popular Science.
