As the Marketing Manager for North America, I didn’t just support the brand—I was the connective tissue for its expansion into the US market. My role was a hybrid of creative operations, partnership management, and high-level campaign strategy, ensuring every regional touchpoint mirrored the global premium identity while resonating with local cycling culture.
Regional Campaign Execution: I conceptualized and executed high-impact campaigns in extreme locations like Death Valley, managing everything from initial scripting and talent selection to final asset placement across web and digital channels.
Ambassador & Athlete Management: Scaled the regional community by identifying and managing a diverse roster of athletes, ensuring their storytelling aligned with brand KPIs and elevated our community presence.
Full-Funnel Content Strategy: From the SBT Race & Expo to the Athlete Series, I led the production of hero content designed to drive website traffic and seasonal conversions.
Operational Logistics: Managed the complex “behind-the-scenes” of major activations, overseeing budgets, vendor relationships, and cross-functional team coordination to ensure seamless brand delivery.
SBT Race & Expo — Full race and expo coverage for the brand, including athlete features, event recap videos and social assets.
Oregon Athlete Series — Developed the full concept, planned the shoot schedule, and drove placement of hero content across the website and digital channels.
Death Valley Campaign — Conceptualised and executed a high-impact shoot, producing stills and scripted content that highlighted PAS athletes in one of the most extreme landscapes.
Want to see samples or learn more about how we brought each story to life? Click through to each project below and above.
