David Meredith
Head of marketing FSA - Americas · Full Speed Ahead Inc
Tacoma , WA
In My Own Words
<p>The future of marketing isn’t digital. It isn’t some new app or program or advertisement. Humans are not a logarithm. Humans are not digital. Humans are what build humanity. You want to market a product, then Market I am a storyteller. Through storytelling, we learn, engage, and bring the community together. Stories are not just for communication, but for connection and to help build community. Throughout my career, I have built my own brand, One Ghost Industries, from an idea to achieving international recognition. This journey taught me invaluable lessons about brand storytelling, stakeholder engagement, and the power of strategic communication. During this period, I honed my ability to craft compelling narratives that captured audience attention, increased brand loyalty, and ultimately resulted in sustained growth and market presence. My experience at Crankbrothers as the Global Sports Marketing Director further reiterated the importance of integrated campaigns. I successfully led a worldwide outreach that emphasized collaboration and holistic communication strategies.</p><p><br></p><p>My role as Head of Marketing at Full Speed Ahead, Inc., involves curating innovative marketing strategies and fostering a team dedicated to leveraging these narratives to drive participation and enhance our brand’s voice. This type of cross-functional collaboration is also necessary in leading such teams to execute data-driven campaigns.</p><p><br></p><p>I call myself a storyteller because that is what marketing and communications are all about. As a trained journalist, I am driven by the truth and desire to share stories. As a marketing professional, I must take these stories and disseminate them clearly for all to understand. I chose communications in the bicycle industry because it gave me a place to focus my love for the environment and living a healthy lifestyle. I’ve always looked at myself as one of the Mad Men, just without all the debauchery (from the show).</p><p><br></p><p>I have done this for almost 30 years now. In this industry, I have done everything from bike shop mechanics to owning an international brand and designing large-scale marketing and communications plans for global companies. It has been during this tenure that my passion for storytelling has been refined using written, verbal, video, and social media. Storytelling is not just to sell a product, but to communicate the very lifestyle it represents. There is emotion behind everything because of human nature. It is through emotion that we build these stories that last for generations.</p>
Work Experience
Head of marketing - Americas
Full Speed Ahead Inc2021 – Present
• 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
Acting CEO
Parkside Organic Ranch2018 – 2023
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
Experiential and digital marketing manager
Incycle Bicycles2020 – 2021
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.
PR Specialist
Strider Sports, Inc2019 – 2019
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.
Service Director
Specialized Bicycle Components, Inc.2017 – 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
Global sports marketing manager
Crankbrothers Inc.2015 – 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.
North American Sales/Marketing Coordinator
Tenneco-Marzocchi2014 – 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...
Service Manager/head mechanic
One Ghost Industries, LLC2006 – 2014
Anything and everything mechanical. Shimano certified technician, prominent wheel builder, god of hydraulic brakes and mechanical drivetrains.
OWNER
One Ghost Industries2006 – 2014
design team lead, marketing genius, race team support, OEM director.. pretty much everything.
Design Team lead
One Ghost Industries, LLC2006 – 2014
I basically am the design team but I am the chief bicycle designer, graphic designer, advertising designer and marketing manager
Sales/Technical Rep and team management
Ryders Eyewear2013 – 2013
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.
Sales and Technical rep/marketing professional-SoCal
Ryders Eyewear2012 – 2013
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
Service Production director
Bike Gallery2011 – 2011
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
Service Manager
Bike Gallery2008 – 2011
fixed problems, directed service and oversaw crew of 5-7 mechanics. worked as mechanic for experienced issues including wheel building and hydraulic issues
Graphic Designer/Assistant to Marketing Director
Whole Foods Market2005 – 2007
Brand adherence, creation and training, team management, creation and implementation of marketing collateral and signage. Public outreach and market driver for Rocky Mtn region.
Marketing Director
Wild Oats Markets2004 – 2005
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
Marketing/sponsorship
Marzocchi USA2002 – 2003
grassroots sales, team and individual sponsorship programs, marketing programs, global small OEM and global small distributor sales
Education
M.P.A.Masters of Photographic Arts
Brooks Institute of Photography2002 – 2003
M.P.A.Masters of Photographic Arts
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