My relationship with Santa Cruz Bicycles began in 2012 and grew into a partnership with Pon.Bike spanning more than a decade.

As the brand established itself as one of cycling's most influential names, I worked closely with the Marketing Director to help translate the brand into athlete activation, product launches, campaigns and content that strengthened both audience engagement and brand equity.

Following Santa Cruz's acquisition by Pon.Bike, those relationships expanded across the wider portfolio, leading to collaborations with Cervélo, Focus, Cannondale and others.

Across each brand, my role sat between stakeholder management, strategy and execution, helping turn brand positioning and products into ideas, stories and experiences that supported long-term growth.