Jul 2021 — Now
• Arrange, organize logistics and events.
• At events, represent and be the main point of contact (the face) for consumers, athletes and
media for the FSA brand.
• Travel to events, tradeshows, customers as needed.
• Coordinate and manage NA & SA sponsored athlete program.
• Provide product and brand feedback by organizing field tests and working with athletes.
• Budget, plan, organize and execute NA & SA advertising plan.
• Create promotion opportunities for FSA through digital advertising campaigns, social media
postings, e-newsletters, videos, etc.
• Own and maintain global MTB and gravel social media efforts.
• Coordinate and work with other FSA offices on global marketing activities
• And other amazing things
Aug 2018 — 2023
Acting CEO · Parkside Organic Ranch
Operation and yearly planning of new bike park with educational element as land is 100+ year certified organic.
Soon to be Idaho's premier destination for outdoor recreation with 400+ acres of trails built across multiple ridgelines with views of Lake Coeur d'Alene and beach access.
-Ride/hike in camping and tiny house rentals
-Trails for all skill levels
-Pro shop with rentals
-Farm to table cafe with vegan options
-Open for nordic and fat biking in the winter (xc ski/snowshoeing
I am in charge of:
*Daily and annual management of business plan
*Sustainability plans
*Budget plans
*Risk Management
*Partners
*Marketing and PR
May 2020 — Jul 2021
Experiential and digital marketing manager · Incycle Bicycles
Helped with design and layout of new site, https://incyclebicycles.com. curated and wrote fresh content for same. Performed front-end testing and user accessibility for site and held the key to it's user interactive presence and look.
Daily customer interaction via web-facing engagement to help tell the story of Incycle Bicycles and grow market share.
Jan 2019 — Dec 2019
PR Specialist · Strider Sports, Inc
Design and implement marketing and public relations activations and partnerships for Strider Sports International and the Strider Sports Foundation throughout Los Angeles, Orange County and Riverside country of southern California. To be an on the ground contact for media, celebrities, companies, racers, donors, and schools for SSI and SEF as well as all things above for the Strider Cup race happening at LA Live on May 4, 2019.
Jun 2017 — Jan 2018
Service director/assistant store manager: SPECIALIZED BICYCLES RETAIL, LLC
*Established processes that grew the productivity and profitability of the service department on an ongoing scale os 5% monthly
* Created and wrote the service direction and management design for the global-scale retail
* Developed cost-savings opportunities and processes to be used globally
* Trained others in technical repair, brake bleeding, suspension rebuilding, carbon wheel building
* Wrote and designed client-facing classes for establishing community outreach and trust
* Established best in class practices on client-chain relations and communications
* Established best in class service performances and 24-hour turn on all client repairs
* Established strong report with community and built the trust between our sales and service and the greater cycl
Apr 2015 — Jun 2017
International Athlete Relations
• Work with the Global Marketing Manager to establish new marketing goals and programs to increase product visibility and market share.
• Event organization, planning, logistics, and coordination.
• Create exclusive web content and write interesting lifestyle stories.
• Creation and execution of modern retail communication activities.
• Work with the Global Marketing Manager to plan monthly social media calendar and execute posts using best practices.
• Develop and generate marketing communication content (photography, videos, and stories) for social media, website, and other marketing collateral.
• Support to Sales activities.
Apr 2014 — Apr 2015
Ad direction and placement for North America? Sponsorship of North American programs
manage and support Marzocchi teams and athletes with products and technical support at race events and office
Management of product introductions and creation of launch materials for new product
Management of motor pool
Support of Marzocchi graphics department
Ongoing media interaction with North American outlets
Copy writing as necessary
Web direction as necessary
Event planning and execution as directed from corporate office in Italy
Social media management upon corporate direction
Retailer interaction
North American brand management and stewardship as directed from Corporate office in Italy
Develop and maintain external relationships – key contact for product samples, sales/dealer needs, outside vendors, assists with outside agencies on key marketing projects
Develop Marketing and Sales Plan for Marzocchi MTB product line for North American Market and implement same as directed from corporate office in Italy
Manage social media sites with current Facebook and Twitter posts as well as seasonal initiatives with various social media applications in agreement with corporate office
Organize and attend trade show events, including packing, shipping and inventory management
Provide marketing support to Sales Representatives and tools to act in assigned territories
Maintain inventory of product and collateral materials for assigned region
Process improvements
Help to Manage Distributor sales
Foster and grow new sales avenues
Manage mobile demo/tech services
Manage, train and audit sales staff
Design and Manage sales promotions
Operations support
Marketing budget adherence through corporate information
Sales promotions budget creation and adherence
Just to name a few...
Jan 2006 — Mar 2014
Service Manager/head mechanic · One Ghost Industries, LLC
Anything and everything mechanical. Shimano certified technician, prominent wheel builder, god of hydraulic brakes and mechanical drivetrains.
Jan 2006 — Mar 2014
OWNER · One Ghost Industries
design team lead, marketing genius, race team support, OEM director.. pretty much everything.
Jan 2006 — Mar 2014
OWNER · One Ghost Industries, LLC
We make the best racing mountain bikes in the business
Jan 2006 — Mar 2014
Design Team lead · One Ghost Industries, LLC
I basically am the design team but I am the chief bicycle designer, graphic designer, advertising designer and marketing manager
Jan 2013 — Sep 2013
Sales/Technical Rep and team management · Ryders Eyewear
managing multiple sales accounts throughout southern California from SLO to Mexico and everywhere in-between. manage sponsorships and action sport teams sponsorship product for shops and industry teams.
Jan 2012 — Jan 2013
Sales and Technical rep/marketing professional-SoCal · Ryders Eyewear
managing multiple sales accounts throughout southern California from SLO to Mexico and everywhere in-between. manage sponsorships and action sport teams sponsorship product for shops and industry teams
Jan 2011 — Jun 2011
Service Production director · Bike Gallery
daily knockout of 3 or more tune ups and or overhauls. I get to stay in the back and handle the workload for the store while helping out our jr level mechanics
Mar 2008 — Jun 2011
Service Manager · Bike Gallery
fixed problems, directed service and oversaw crew of 5-7 mechanics. worked as mechanic for experienced issues including wheel building and hydraulic issues
Feb 2005 — Jul 2007
Graphic Designer/Assistant to Marketing Director · Whole Foods Market
Brand adherence, creation and training, team management, creation and implementation of marketing collateral and signage. Public outreach and market driver for Rocky Mtn region.
May 2004 — Feb 2005
Marketing Director · Wild Oats Markets
Manage and implement marketing plans and budgets, including creating and executing in store marketing programs, signage, and promotions
Determine and prioritize marketing spend on initiatives including Public Relations, Social Media, and Direct Marketing based on company goals and desired ROI
Analyze point of sale and store level data to determine trends and key performance indicators and business drivers
Lead the development of branding and corporate identity initiatives
Develop Marketing organization structure recommendations
Plan and execute consumer insights studies and research, including surveys and focus groups
Perform new customer acquisition analysis
Create and execute social media strategy
Manage agency providers, consultants, freelancers and other vendors/external service providers
Manage strategic PR planning and execution
Work closely with stores, district managers, other departments including the finance and buying departments to ensure proper execution of plans
Manage assessment and potential implementation of loyalty and gift card programs
Jan 2002 — Jan 2003
Marketing/sponsorship · Marzocchi USA
grassroots sales, team and individual sponsorship programs, marketing programs, global small OEM and global small distributor sales
