Summary
Activity
Work experience
MyWhoosh Indoor Cycling - Abu Dhabi, UAE
Manager, Virtual Product and MTX | 03/2021 - Current
- Leader of game virtual product system, physics, animations, garage UX, achievements system and how it all connects with marketing and future potential of micro-transactions and monetization (MTX)
- Developing the cycling culture and knowledge with the product and staff.
- Working from San Jose, California managing the Game Development, Game Art, Partnerships and Content
teams based out of Abu Dhabi, UAE.
- Established efficient workflows and processes with an entirely new working culture and time zones.
Zwift
Cycling Growth Marketing Manager | 11/2017 - 03/2021
- Spearheaded the development, management & deployment of Zwift growth marketing cycling programs and strategies.
- Collaborated with and managed internal team workflow, including Creative Studio, Game/Product, Web, Partnerships, Marketing, Media, Analytics, Legal, and Broadcast teams to build cohesive, successful growth marketing programs.
- Responsible for the introduction of the virtual national championships and managed partnerships with over 5 World Tour Pro teams.
- Created, managed and built the first UCI world tour backed Esports team with Movistar Team.
- Created, introduced and led the off-road vertical at Zwift, bringing an entirely new growth market that has
previously been untapped with the road cycling audience. (off-road accounts for >50% of global bike sales)
- Created and led successful campaigns with partners such as Tour de France, Nascar, Patrick Dempsey
Foundation, Specialized, Trek, Cannondale, Giant, Cervelo, Scott and other leading Nutrition/ Bicycle/apparel/training companies and other cycling World Tour connections, maximizing growth marketing efforts
- Grew subscription base through marketing programs with the first of its kind in-game global mass participation events. (existing accounts now over 1.5million)
- Optimized and directed legal communications and planning for promotional campaigns, partnerships and ambassadors
Specialized Bicycle Components, Inc.
Digital Content Manager | 07/2015 - 03/2017
- Managed the Specialized.com b2c and b2b websites for the UK network and worked with retailers looking to better their websites inline with marketing initiatives
- Managed the Specialized social media channels and implemented paid media strategies aiding reach and growth (global following >1.6 million - Grew UK Instagram by >20k, FB > 50k )
- Managed the email marketing ecosystem ensuring clear and punctual communication with B2B & B2C (+100k
rider base)
- Assisted the PR team with asset creation for editorial, advertising, and promotional videos
- Planned and staffed consumer facing physical events around the UK for celebratory events, VIP events and bike
test events
- Adapted and created UK bike launch campaigns for Specialized Diverge, Venge, Turbo Levo, Stumpjumper any
other equipments items
NipNip
Web Manager/Designer/Marketer | 05/2014 - 06/2015
- Created and managed a website to provide additional support to the successful b2b bicycle service network
- Strategized and implemented marketing campaigns to further mark their authority as a professional service
provider
- Established relationships with product suppliers to extend product offering to customers
Koo Bikes
Retail Product Manager and Buyer | 01/2010 - 05/2014
While working in the competitive, multi-channel retail industry, I have strived with commitment and passion to ensure that the company I work for has an understanding of why we are in the market. Our unique selling points and intricate detail have led us to a strong customer following through experience and trust. I believe in honouring every distributor and understand that this is developed through continuous communication and an innovative approach.
• In charge of all products bought in.
• Overlooked all suppliers.
• Attended all trade shows to liaise with suppliers for coming seasons.
• Organised all buying with warehouse, marketing, product creators and design teams to increase performance.
• Product logistics and online booking systems.
• Provide account management, planning and development.
• Find, research and pitch for new business relationships.
• Cultivate positive relationships with all contacts, including PR, ensuring they are used appropriately & effectively
Koo Bikes
Marketing Manager | 01/2010 - 05/2014
- Created the brand image and personality of an ecommerce retail enterprise
- One of founding five and helped grew company to 50 staff in 3 years
- Managed ecom product merchandising and communications team of more than 10 staff
- Increased customer retention and sell through via impactful and enhanced product listing of over 30k products
- Managed relationships with key product distributors
