CRANBURY, N.J. – CRP Automotive has named Paul Swyter as the brand manager for its Rein Automotive product line. Swyter will be responsible for all activities related to the Rein Automotive brand, including new product development, sustained brand growth and new marketing strategies. In addition to these responsibilities, Swyter also will work closely with the Rein Automotive sales team to develop new customers and cultivate stronger relationships with existing customers.

The announcement was made by CRP Vice President of Marketing and Brand Management, Michael Palm, who noted, “We are very excited to add Paul to CRP’s brand management team and to have him focus on our Rein Automotive brand. His years of experience and proven track record bring an exceptionally strong product management skill set to CRP.”

Swyter joins CRP Automotive with an extensive understanding of the automotive aftermarket. He worked with Dorman Products for eight years as a product manager and had P&L responsibility for multiple product lines with thousands of SKUs. He also was responsible for introducing new products and worked with major automotive retailers to develop and launch front and back room plan-o-grams. Prior to Dorman, Swyter spent 10 years at GGB North America, a global leader in self-lubricated sleeve bearings, serving as an automotive product manager and manufacturing engineer. In his role as a product manager, Swyter worked closely with the sales team to secure contracts with GM, Ford and Chrysler and launch new products.

Swyter holds a BS in mechanical engineering and an MBA in marketing and decision science from Drexel University.