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COMPETITIVE CYCLIST
🚴🏻♂️ COMPETITIVE CYCLIST
BRAND
Competitive Cyclist functions under the Backcountry umbrella, bringing the bike shop experience online with a curated selection of top cycling brands, expert service from Gearheads, unmatched in-house bike assembly, and the convenience of online shopping, built for riders who are serious about the sport.
ROLE
Designing integrated marketing campaigns across email, paid advertising, web, social posts, and print marketing. During 2025, I took the lead on the vast majority of Competitive Cyclist's major campaigns and sale moments, designing 803 emails that generated over $7 million in revenue, accounting for more than half of all email revenue since January 2025.
SPOTLIGHTS
PROCESS & APPROACH
Every year, the Shoe and Helmet Spotlights put our Gearheads' top picks front and center across road, MTB, and beyond. The studio photoshoot was already handled when the photos came my way, and that's where my work started. I developed the visual identity for the series, building out a clean, techy aesthetic with frosted glass effects, precise callout lines, and refined typography that gave the campaign a premium, editorial feel. That system then carried across every format, from hero banners and emails to social stories, making each spotlight feel cohesive and purposeful from start to finish.
LOOKBOOKS
PROCESS & APPROACH
The 2025 Lookbook series is one of the bigger seasonal campaigns of the year, spanning Road, Gravel, and MTB under one cohesive creative system. The studio photography was already in hand when my work started, and from there I built out the full visual identity of the lookbook series. The goal was to create something that felt editorial and premium while still being shoppable and clear across every format. That system then extended across hero banners, emails, and social assets, giving each discipline its own moment while keeping the overall campaign feeling unified.
BLACK FRIDAY /
CYBER MONDAY
PROCESS & APPROACH
BFCM is the biggest sale moment of the year, and the creative had to hold up across an entire week of messaging. The campaign spanned four distinct moments, Holiday Leadout, Black Friday, Cyber Weekend, and Cyber Monday, each with its own visual identity while staying part of one cohesive system. The goal was to make the campaign feel intentional and escalating as the week built, ensuring every touchpoint across email, social, and paid felt connected from start to finish.
SEMI-ANNUAL SALE
PROCESS & APPROACH
Twice a year, the Semi-Annual Sale is one of the bigger promotional moments on the calendar. Without a dedicated photoshoot, I worked with existing photography and vendor imagery, using light filter effects, color grading, and atmospheric overlays to create a cinematic, high-intensity glow that made the creative feel fresh and intentional rather than repurposed. That visual treatment carried consistently across every format, from hero banners to emails and social, giving the campaign a cohesive and high-energy look from start to finish.
