Premium Guard Inc. Appoints Darren Phillips as Senior VP of Sales & Business Development

Darren Phillips Takes the Lead at Premium Guard Inc.

Premium Guard Inc. (PGI), a prominent player in the automotive filtration sector, has recently announced the appointment of Darren Phillips as Senior Vice President of Sales and Business Development. The move marks a strategic effort to bolster the company's growth initiatives in both the North American and international markets.

Darren Phillips comes to PGI with an impressive nearly 30 years of experience in global commercial leadership. His background encompasses a strong track record in driving revenue growth, enhancing team performance, and achieving strategic results. His extensive experience across various automotive channels—OEM/OES, Retail, Aftermarket, and Fleet—positions him well to lead PGI’s sales strategy.

In his new role, Darren is expected to steer PGI’s sales strategies and focus on market expansion. His vision includes strengthening relationships with original equipment manufacturers (OEMs), strategic partners, retailers, and distribution networks, aiming to enhance the company's presence and impact in the automotive sector.

Anan Bishara, the Founder and CEO of Premium Guard Inc., commented on Darren's arrival, stating, "His depth of experience across automotive channels, combined with his leadership in building scalable sales infrastructures, makes him an invaluable addition to our organization. His forward-thinking vision and customer-centric approach will strengthen our market position and accelerate PGI's strategic growth initiatives both in the U.S. and globally."

Before joining PGI, Phillips held the position of Global Vice President of Sales at First Brands Group. In this capacity, he managed extensive global commercial operations, overseeing OEM, Retail, and Aftermarket channels. His leadership significantly contributed to initiatives such as CRM adoption and sales performance tracking systems. He also pushed forward Value Analysis & Engineering initiatives while playing a key role in integration efforts following major acquisitions. As part of his responsibilities, he developed go-to-market strategies and commercial programs for leading OEM partners, including industry giants like GM, Ford, Toyota, Stellantis, and Volkswagen Group.

Darren shared his enthusiasm about joining PGI during this transformative phase. He remarked, "I am excited to join PGI at such a pivotal time in its growth trajectory. PGI's commitment to innovation, agility, and customer value aligns perfectly with my own leadership philosophy. I look forward to working alongside the team to strengthen existing partnerships, unlock new market opportunities, and elevate PGI's leadership across all channels."

About Premium Guard Inc.

Premium Guard Inc. specializes in developing and supplying premium automotive filtration solutions, servicing various channels including retail, quick lube, and e-commerce throughout North America. Beyond its own Premium Guard® branded product line, PGI also supports many of the industry’s most successful private-label programs, providing comprehensive solutions in engineering, product design, packaging, marketing, logistics, and data management. With a focus on continuous innovation and a customer-first mindset, PGI is committed to setting new standards for quality, speed, and value in the automotive aftermarket.