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Senior Public Relations Manager

Digital & Media

I have been a PR specialist for twelve years with a varied background - luxury fashion accessories and home goods; travel; consumer products; health and well-being; and the cycling industry.

I have in-depth knowledge of the health, fitness, and well-being sectors working with an array of clients and brands focused on fitness apparel, athletes, personal trainers and more. Currently, my focus is on the cycling industry and other outdoor sports.  

My skills span strong brand, client, and media relations; managing large-scale events; supervising interns; developing PR plans, brand strategies, and more.

My passions, which go beyond cycling and fitness apparel include staying on the pulse of fashion and styling for company photo shoots, among other activities. I enjoy riding my bikes (road and mountain) when not traveling for business.

? Successfully oversee PR projects from ideation to completion in high-pressure and fast-paced environments.
? Manage all endemic/non-endemic communications for product, athletes, and corporate messaging for brands.
? Lead all PR, communication, and brand development strategies and tactics to support key business objectives.
? Research, write, edit, and public relations management skills to deliver successful projects.
? Liaise with internal and global stakeholders and leaders to develop and execute strategic communications programs.
? Use knowledge of cycling industry and relevant health, fitness, and marketing trends to maintain brand status.
? Coordinate/ manage launch event executions, on-site media appointments, and key tradeshows appearances.
? Ensure clear brand messaging is communicated to media (print, broadcast, and online) throughout the agency.
? Oversee global media tracking of select brands and compiling up-to-date press tracking reports.
? Showcase brand lifestyle and products by managing national media tours and desk side appointments.
? Develop need-based PR plans based and product distribution in coordination with global Directors of Marketing.
? Brands and products represented include: Cannondale, GT, Kid Trax, Schwinn, and Mongoose; previously SUGOI, and Sombrio.

? Managed non-endemic communications through PR agency for product, athletes and corporate messaging.
? Grew brand awareness with meaningful pitches and story ideas surrounding product, athletes and experiences.
? Oversaw global media tracking for all brands and created press tracking reports for senior leadership.
? Coordinated, secured, and managed key events, on-site media appointments, and major tradeshows appearances.
? Showcased products and educated reporters with media tours and desk-side appointments with NYC-based media.
? Developed PR plans based on individual needs in coordination with Director of Communications and Marketing.
? Built relationships with existing clients while continually networking to secure new business and projects.
? Ensured brand marketing needs were identified and met by brainstorm with stakeholders during planning sessions.
? Researched industry, health, fitness, and marketing trends and applied research to Cycling Sports Group brands.
? Brands supported includes: Cannondale, GT, Schwinn, Mongoose, SUGOI, Sombrio, GURU, Charge, and Fabric.

Public Relations Manager

Missy Farren PR (Mfa Ltd.), New York, NY - Account Executive 2010-2013
? Oversaw PR for high-value consumer lifestyle, health, fitness and action sports brands, and luxury travel brands.
? Increased consumer engagement by developing and managing successful client social media campaigns.
? Maximized brand growth and market visibility by brainstorming to create and execute custom client PR plans.
? Performed a wide range of duties to execute daily health, fitness and lifestyle media relations.
? Researched trends in the health/ fitness industries to identify and pursue opportunities to raise client awareness.
? Wrote custom press releases/targeted pitches and compile monthly editorial and press-tracking reports.
? Managed sample allocation and media seeding clients’ objectives and value of editorial placement.
? Health/fitness brands included Schwinn, Mongoose, SUGOI Performance Apparel, 2XU and ROXY Outdoor Fitness; luxury travel brands included Colonial Williamsburg, The Little Nell, as well as the Limelight Hotel.
? Coordinated media communication and outreach for large scale events and media tours, including DVF loves ROXY collection launch, media meetings with surfers Kelia Moniz, Monica Byrne-Wickey and Lee Ann Curren, 2XU Compression launch in the US, Dorel Sports consumer media events.
? Successfully secured feature stories and product placement in: The Rachael Ray Show, ESPN, The Magazine, Sporting Goods Business, Baltimore Magazine, Seventeen, Time Out New York, Fitbie.com, Travel+Leisure, Conde Nast Traveler, AirTran’s Go, Women’s Wear Daily, Running Insight, Competitor Magazine, Women’s Running, Cosmopolitan, Fox & Friends, National Geographic Traveler, Outside Buyer’s Guide Summer and Winter 2012, Popular Mechanics, W.I.R.E.D.

Account Executive 

Sofia Whitcombe is a Senior Public Relations Manager at Cycling Sports Group in Asheville, NC.

Sofia Whitcombe

Sofia Whitcombe

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