With over 20 years in the cycling industry, I lead sports marketing at SRAM, working with professional athletes, teams, global events, and brand ambassadors to elevate the company’s presence and impact within the cycling world. My focus is on driving initiatives that build strong connections between SRAM and the cycling community—from grassroots riders to world-class athletes. Before joining SRAM, I built a solid reputation for my work in both professional cycling and sports marketing. My expertise spans the technical and human aspects of the sport, allowing me to create high-impact marketing campaigns and forge strategic partnerships that resonate with cyclists around the globe. I am deeply passionate about promoting innovation, performance, and inclusivity in cycling. I thrive on staying at the forefront of industry trends and continuously push the boundaries of what's possible. Whether supporting elite teams or engaging with the cycling community at a local level, I’m committed to advancing the sport and its culture.