About Christopher

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2018 - Present 

Freelance Brand Advisor Exeter, NH USA

Deploying my career experience helping brands of all sizes achieve their goals, with projects large and small. Clients include Best Buddies International, Play Sports Network, Shift Active Media, Bentonville Bike Fest, AHHA, and DeFeet.

2018 - 2020 Play Sports Group Bath, UK

North American Business Director - A full-time consulting project, responsible for leading the North American business development and brand growth strategy for the company’s two business units, SHIFT Active Media and Play Sports Network, including new client development, client PR and Marcom strategy development, consulting on content, the calendar, and talent, and facilitating the growth of operations in North America.

2012- 2018 SRAM, LLC Chicago, IL USA

Global Road Brand Director – Responsible for global brand and product marketing strategy for the

company’s three road cycling brands, and driving appetite for more than $200 million in business. Ledstrategic planning for the global Marcom team of twenty, including sports marketing, and PR as well ascross-functional coordination with Product and Sales teams. Led with key contributions to critical sales and share growth, driven by world-class product launches, consumer communication, experiential marketing, and social media drive, delivering the company’s best ever road product revenue results for MY 2017 and 2018.

2008- 2012 Lifeboat Events, LLC Laguna Niguel, CA USA

Partner – Co-founder and chief marketing officer of this boutique PR & event house. Lifeboat Events

answered the need for affordable media launch opportunities for cycling industry brands and created an inclusive, mid-summer retailer product camp, PressCamp, leveling the playing field among industry brands. Created $1million in revenue and $1MM valuation in less than three years.

2008-2010 Pedro’s Incorporated Haverhill, MA USA

President & CEO - Orchestrated partial MBO from Swix, securing investors and writing the business

plan. Directed day-to-day operations, global strategy, product plan, sales and marketing plan,and global distribution. Created a forward leaning mission, creating solutions for cycling through sustainable means, with adherence to core principles of profitability, employee well being, environmental best practices, leadership in advocacy, and to innovate with a sense of necessity, creating only what brings value.

2006- 2008 Swix Sport USA, Pedro’s Brand Wilmington, MA USA

Managing Director - Responsible for all day-to-day operations of the company and for building the

Pedro’s brand, driving growth while retaining its edge, attitude, and grass roots appeal. Guided team

through opportunities for organic growth, new product development, co-branding, and other meaningful partnerships. Delivered company’s best ever revenue contribution for 2007 with company wide retooling, earning global recognition for sustainability efforts. Rewrote brand mission, creating a competitive advantage with the environment at the center.

2001- 2006 Mavic-adidas Cycling (Amer Group) Haverhill, MA

Director of Sales & Marketing - Rehired to lead brand recovery, with a focus on sales and brand image. Implemented aggressive event marketing and PR strategy to lift company’s image.Directed company’s aftermarket sales, marketing and communication activities for the US market, including forecasting, sales team management, marketing & communications planning and creating the annual and sales marketing plan. Elevated subsidiary sales from $11 million to more than $20 million.

Successfully re-launched the adidas brand name into a stagnant cycling apparel and footwear market resulting in 300% growth in the first two seasons. Five year member of company’s international business planning team.

1998-2001 Tune Corporation Cambridge, MA

Director of Sales & Marketing – Successfully developed a new market. Directed all aspects of sales and marketing including marketing communications, public relations, athlete and team management,

forecasting, sales program development, international distribution, and business plan development.

Instrumental in successfully positioning the company for two acquisitions.

Co-directed development of the company's breakthrough web site, featuring dynamic biometric data

charting, from conception to launch. Garnered 100 million media impressions in just 24 months, including

non-endemic features in the New York Times, Outside & GQ as well as product features on NBC Sports and ESPN.

1995-1998 Mavic (adidas Salomon, AG) Georgetown, MA

Marketing Manager, USA – Responsible for all areas of marketing and communications for the

company’s MAVIC cycling brand, including media relations, public relations, advertising, sales tools and documents, trade shows and field promotions as well as budgeting & planning, neutral race assistance program, and athlete relations Grew US sales from 2.5MM to 11MM. Co-wrote and executed company’s sales programs, helping surpass sales objectives three years running. Managed product launches in the North American market.

1993-1995 Mountainsmith, Inc. Marketing & Sales Manager Golden, CO

1988-1993 Independent Manufacturers Sales Representative New England

1985-1988 Specialized Bicycle, Sales Representative Morgan Hill, CA