I briefed creative agency on goals and rider profile. I presented to regional leaders around the globe for buy-in of the concept. I conceptualized all scenarios and was on site at each shoot to direct set dressing and placement of talent and bike. I oversaw all copywriting with the agency for print and web. Additionally, I oversaw all action photography, videos, social media rollout and email strategy.
I briefed creative agency on goals and rider profile. Came up with campaign tagline as well as studio and action photography of product. I conceptualized and managed unique press for Lefty launch. Inviting Pinkbike to not only learn more and ride the product months in advance but also to meet the engineering minds behind the product. For this project, I championed the idea of separating the Lefty fork from the F-Si bike it was introduced on as the majority of riders are not interested in an XC hardtail. This allowed PinkBike to put the fork on whatever frame they wanted so they could just focus on performance. This helped push the Cannondale brand back to innovator status in the marketplace.
I initiated the idea of changing the social media structure Cannondale used near the end of 2017. We built up our team, assets, and created a strategy to ensure an effective rollout. With the goals of setting a new benchmark for the tone of voice and image quality. Growing from 46k to just under 80k in six months using both unique and paid tactics.
Managed the two separate creative executions the Jekyll & Trigger bikes. Conceptualized a completely new look to help further separate the bikes from each other. Managed the global media ride experience where both bikes needed to be launched at the same time during the same event due to budget and on sale demands.
Copy and creative direction for the all-new Scalpel-Si. Positioned clearly as an XC bike capable of taming the rowdiest of courses. Came up with a new identifier for XC. XXC. Managed creative and logistics for global media ride event in Italy before Garda Fest.
As publisher of Bike Magazine, I was responsible for the creative direction and financial growth of 20-year-old title. While our print revenue was strong, our web traffic and revenue was almost nonexistent. I focused on translating the unique print perspective that Bike Magazine is so well known by investing in video and bringing new creative personalities into the fold. With this personnel investment, I was able to spearhead projects like the Bikemag Roundtable Reviews and the BluePrint series. These investments along with upping our posting frequency and adding more general gear reviews helped grow our web traffic exponentially. All this while simultaneously growing our subscription base and advertising revenue for our print properties. While at Bike Magazine I also created some of the best t-shirts, stickers and events, keeping Bike Magazine top of mind for all current and potential supporters.
During my time at SRAM I created copy and visual direction for ad creative, brochures and videos as well as managing product launches and maintaining media relations. I helped shape many unique SRAM activations including the Whistler pop up store, creating videos that connected to all print ads as well as the SRAM Trail House. I worked very closely with sales and product teams to ensure proper messaging for product initiatives was achieved.
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