Premier Performance Products Distribution, a wholesale distributor of aftermarket automotive parts primarily serving the diesel and off-road segments, announced the addition of Bob Barra as vice president of sales and marketing.

In this role, Barra will be responsible for overseeing all sales and marketing efforts for Premier’s more than 300 product lines.

“Premier’s long term commitment to ensuring the best possible customer experience was attractive to me in becoming a part of the Premier team. I am confident in our ability to help our partners grow our mutual business,” said Barra.

Barra brings 20 years of sales, operations and management experience in the recreational business from both the RV and marine markets. Most recently, Barra served as vice president of sales at KING, a manufacturer of satellite antennas and dishes for recreational vehicles.

Before moving to KING, he spent 10 years at Stag Parkway, where he rose from regional sales manager to senior vice president of sales while overseeing significant sales growth and operational reorganizations. Prior to working with Stag Parkway, Barra held positions as national sales director at Bernina of America, and regional sales manager at Outboard Marine Corp.

Premier says Barra’s addition will help steer the company during a period of exciting growth, while continuing to emphasize its customer-first focus, according to a press release from the company.