Jeff Paul
He was voted into the role by the company’s board of directors. The promotion was effective Jan. 1, 2026, and was first announced by President and CEO Chris Baer to the organization’s network of heavy-duty aftermarket distributors at its annual IMPACT Conference last October.
“Jeff and I have worked together for 23 years, and in that time, he has consistently demonstrated an exceptional level of commitment, drive, and integrity. He is among the most principled and capable leaders I have had the privilege to work with. Jeff’s future within this organization is extremely bright, and our organization is fortunate to have him to guide the ship in future years,” says Baer.
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“I’m grateful to our board of directors and to Chris for their confidence and support,” Paul says. “I look forward to expanding my contributions as we continue to strengthen our family of companies and our impact across the industry, delivering true group value for our stockholders, members and supplier partners. And, I’m proud to do this work alongside an exceptional team whose dedication continues to move our organization forward.”
In his most recent role as vice president of marketing, Paul served as a member of the executive management team and oversaw data and market research, marketing strategies, corporate branding, corporate communications, public relations and corporate event management.
He has delivered major strategic initiatives for VIPAR Heavy Duty such as the PARTSPHERE PIM & DAM and the Nucleus Knowledge Center. Paul has also been the driving force behind the IMPACT Conference, elevating the experience year after year for the benefit of distributors and suppliers.
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VIPAR states Paul’s shift to executive vice president is a move toward the organization’s future. In this new role, he will assume a broader operational scope, including responsibility for long-term organizational objectives, the development and maintenance of strategic relationships and the advancement of innovation and expansion efforts. He also will provide executive oversight for major initiatives, such as the reconstruction of the national accounts program.
“Jeff has started his journey, and we have a comprehensive timeline that will guide us to a smooth transition 24 months from now,” says Baer.
Paul actively serves on numerous industry-wide boards and committees, including the AWDA Board of Governors, CVSN Board of Directors, MEMA Heavy Duty E-Commerce Committee, and the Joint Operating Committee (JOC) for Heavy Duty Aftermarket Week (HDAW).
Before joining VIPAR Heavy Duty, Paul held positions in category management for JC Whitney and Company in Chicago and in product management for Tenneco Automotive in Lake Forest, Ill. He holds a Bachelor of Science degree in marketing from Northern Illinois University in DeKalb, Ill.
