Mr. Rogers, 39, who starts his new job at the end of the month, had been senior VP-marketing and sales for Norwegian Cruise Line since 2005. He'll report to Steve McClellan, president-consumer tires in North America.
Goodyear's move to add the CMO post reflects "our commitment to put more horsepower behind our brand," a spokesman told Advertising Age. Although the consumer tire industry saw sales drop last year, Goodyear managed to grow market share.
Prior to his Norwegian Cruise Line stint, Mr. Rogers spent about 13 years at Procter & Gamble, where the Cornell University grad held positions that included marketing director of the team assigned to retailer Target.
"The opportunity to work with an iconic brand such as Goodyear, with its long history of innovation and reliability, is both exhilarating and challenging," Mr. Rogers said in a prepared statement. "The Goodyear brand has great momentum and my objective is to support the brand and the company's strong customer base with exciting and effective marketing programs."