Chris Riekert
Brand & Product Marketing Leader · Mike's Bikes
San Francisco Bay Area
In My Own Words
I am passionate about helping people achieve a healthy lifestyle. With a strong technical background, I specialize in connecting complex information with compelling and creative storytelling. I pay attention to details and excel in developing full-stack marketing strategies. I am entrepreneurial and enjoy getting involved at all levels. I have a proven track record of increasing brand awareness and driving revenue growth. My previous roles have showcased a strong sense of creative and art direction, ensuring consistency in strategic planning and execution. Additionally, I have experience in mentoring and managing individuals and teams.
Work Experience
Director of Brand Marketing
Mike's Bikes2021 – 2024
Developed and executed a marketing playbook that educated customers and supported their buying journey, and drove revenue growth in key equipment categories through data-driven brand campaigns. Led GTM strategies for product launches, reimagined social media with a video-first approach, and managed a group of direct reports in the marketing team to ensure cohesive branding and campaign efficiency.
Director of Sales / Brand Marketing
Fohr2020 – 2021
I led Fohr's SaaS sales and marketing strategy, achieving 37% sales growth in a new market. I also managed client success, advising on campaign and marketing needs. Additionally, I oversaw the growth of adventure and outdoor influencers, collaborating with the campaign leadership team to onboard influencers for new client projects.
Co-Founder / Marketing Lead
20Twenty2019 – 2021
Developed and executed a branding strategy for a startup mountain bike company, leading go-to-market plans, growth strategies, and long-term brand positioning. Managed investor relations, product development, market analysis, and financial planning to drive business growth and empower youth through sports.
Sr. Brand & Product Marketing Manager
Specialized Bicycle Components2016 – 2019
Led marketing efforts for road bicycles and equipment, achieving double-digit growth through successful product launches and strategic planning. Partnered with global teams, athletes, and brands to create impactful product stories and ensure consistent marketing strategies across 30+ international markets.
Sr. Marketing Manager
Specialized Bicycle Components2015 – 2016
I developed a global ambassador program, negotiated contracts with athletes and influencers, revamped entry-level road bicycle categories, leading to over 250% sales growth from 2016 to 2019, and led the go-to-market strategy for Specialized's first direct-to-customer product launch, hitting the brand's largest-ever 1-week revenue target for the online business.
Product Communications Manager -- Road Brand
Specialized Bicycle Components2012 – 2015
I led the strategy for over 30 global markets, focusing on GTM and evergreen media strategy. I implemented an inventory tracking system for the global PR/Media product fleet, reducing the budget by over 60%. I collaborated with brand and product leaders to develop a centralized experience-first approach to GTM strategy.
Specialized Retail Training and Development Instructor
Specialized Bicycle Components2009 – 2012
I developed and led a sales training program implemented across 30+ global markets. This involved providing training materials and delivering over 500 hours of public speaking to cycling shop employees and press in the USA, Canada, Europe, and Australia/New Zealand.
Education
Cañada College
2025
I am expanding my knowledge and skills as an adult learner at Cañada College. Committed to lifelong learning, I explore new ideas, connect with others, and grow both personally and professionally.