WIX Filters recently announced the promotion of Mike Lerch to the position of brand manager, effective July 1.
In this role, Lerch will be responsible for the strategic planning, development and implementation of the marketing communications and promotional programs for the WIX Filters brand. Lerch will lead activities relating to brand position, advertising, brand sponsorships, mobile marketing and hospitality assets aimed at delivering a high level of customer satisfaction and profitable sales growth, according to Gastonia, North Carolina-based WIX Filters.
Lerch also will be working with WIX’s North American sales teams and other global teams to communicate the WIX brand plans and activities. He has replaced Jennifer Gibson, who has moved into the position of key account manager for O’Reilly Auto Parts.
Lerch is transitioning from his position as WIX district sales manager, a role he has held since 2015. As district sales manager, he has overseen the West Virginia territory, and has done an excellent job representing the WIX brand in the region, according to the company.
Lerch also has served as a national sales trainer for the WIX team, responsible for the onboarding and training of new district sales managers. During his career, Lerch has served as district sales & service manager for AC Delco/Raytheon and commercial account manager for Advance Auto Parts.
A graduate of Marshall University, Lerch holds a Bachelor of Arts in Communication Studies. Lerch and his wife, Christa, are in the process of relocating to the Gastonia area, and are expecting their first child, Cooper, in October.
In his spare time, Lerch is an avid reader of world history, and enjoys spending time at the gym and training local high school athletes.