Alliance promotes Justin Hebert to vice president of category management

Hebert will lead the Alliance Category Management department which includes all passenger vehicle, light and medium duty along with the Alliance Commercial Vehicle and Heavy Duty program. 

The Aftermarket Auto Parts Alliance, Inc. announced Justin Hebert has been promoted to Vice President of Category Management, effective Nov. 1, 2023. In this position, Hebert will lead the Alliance Category Management department which includes all passenger vehicle, light and medium duty along with the Alliance Commercial Vehicle and Heavy Duty program. 

“Justin continues to excel in every role he’s had with us at the Alliance,” said JC Washbish, Vice President of Sales and Marketing at the Alliance. “The growth we’ve seen this last year in the CVHD program under his guidance has been significant with his consistent efforts to nurture business relations with our manufacturing channel partners and new members joining the CVHD program. The Category Management department is in excellent hands.” 

Hebert, a 10-year veteran with the Alliance, joined the company in October 2013 as category manager. During his first decade with the company, he played critical roles in conducting categorical reviews as well as successfully launching several exclusive national brand product lines. 

In his new role as Vice President of Category Management he will lead the category management team and facilitate interactions and relations between Alliance shareholders and industry channel partners. Hebert will oversee the Alliance’s Category Management Committee as well as the Channel Partner Advisory Council. He will lead the Alliance efforts for all product tradeshows including AWDA and HDAW. Hebert will also be responsible for working directly with the Alliance’s Information Technology and Sales & Marketing Departments.

“Most importantly,” said Washbish, “is that Justin is a definitive leader and team player. He is a guy that you want to work with; whether you are his coworker, a shareholder or a channel partner – you know can depend on Justin to answer the call and deliver. We are excited to see where he will take the Category Management department under his guidance.”

While at the helm of his new post, Hebert will continue to be responsible for developing and cultivating the Alliance exclusive national brands through manufacturing partnerships and collaborating with the marketing and sales teams. Alliance national brands include Parts Master, Perfect Stop, Perfect View, The MacPherson Ride, UltraStop friction, and Auto Body Master. Hebert is the Alliance Headquarters liaison for the Category Management Committee which steers group category decisions and private branding with manufacturing channel partners. Hebert is the Alliance point of contact for category management and vendor relations within the Automotive Parts Services Group. 

Before joining the Alliance, Hebert was product manager at Gates Corporation and category manager at Parts Warehouse, Inc. Hebert holds both a master’s and bachelor’s degree in history from the University of Louisiana Monroe. In 2016 he was named an Auto Care Impact Award: Four for the Future award winner and over the years has proven to be a staunch ACPAC supporter. He is married to his lovely wife Amanda.

“I am humbled and excited to be a part of the great work being done by the team at the Aftermarket Auto Parts Alliance. 2023 has been a dynamic year for the Alliance and our category management efforts. There have been many firsts, and we have enjoyed incredible success thanks to the guidance of our shareholders, our category management committee, and the collaborative efforts of our channel partners.” Said Hebert. “We intend to do even more in 2024 as we continue to explore the strategic opportunities provided by our Federated Alliance joint venture and our membership in the Automotive Parts Services Group.”

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