Experience

PezCycling News

• Canada
• Entertainment Providers
• 1 - 100 Employee

• CEO & Publisher

  • 2002 - Present

  I started PezCyclingNews.com (https://PezCyclingNews.com) to share the real experience of sights, sounds, and thrills of the world's biggest bike races to fans anywhere they could connect online. Drawing on over 25 years’ experience in advertising, innate marketing skills, and my passion for cycling, I used the emerging digital space to deliver road cycling reporting to better connect fans to their favourite sport. I soon realized that PEZCycling was something even more powerful than an entertaining escape for readers, as we quickly attracted thousands of loyal fans and became a unique place to connect riders and brands when online commerce was just taking off. I pioneered "roadside" reporting as the first professionally presented website to embrace the true "fans'" experience of being there. While other cycling journalists enjoyed the media buffet and watched the stages on tv, the PEZ-Crew & I could be found on the roads of France, Italy, Belgium and Spain, meeting locals, riding stages, and sharing an authentic experience with fans who want to come along for the ride. Along the way we created a unique and fun brand that was social media before social media even existed. With only a small staff, limited operating costs, and a small but growing list of advertisers to support, we gained editorial credibility quickly by writing honest product reviews from the perspective of real users. Readers easily identified with our more casual and welcoming format, and our personal access created bonds with our audience unlike any in the mainstream media. What started as something to fill time between job interviews soon became a full time career path, and today we count over 900,000 cycling fans each year from every corner of the globe as loyal readers, and friends. Show less



Gruppo Testa Strategies, Inc.

• Vancouver, BC

• Video Content & Digital Marketing Specialist

  • 1997 - Present

  My passion for using great storytelling to connect consumers to brands inspired me to create a network of seasoned marketing experts, skilled in the full spectrum of digital marketing disciplines to maximize results while minimizing costs to clients. I have over 25 years’ experience working with CEOs, business owners, and senior management teams across North America and Europe, planning and executing business and marketing strategies to inspire and connect with customers. I specialize in advising organizations on how to use digital media to effectively create and execute strategic initiatives for overall business growth. Adding new disciplines as the world of online marketing evolves, I lead a hand-picked team of experts with skills across all area of digital marketing, including: • Video Storytelling for Businesses - specialized in creation, production, and distribution of video projects for small businesses and streamlined budgets. Corporate messaging, CEO interviews, focused story telling to personalize businesses and deliver key messages for targeted audiences. Accomplished Youtube creator with over 500,000 minutes of video view time produced to date - see https://www.youtube.com/user/PezCycling. • See the Cool-Air Rentals video link below as a recent project • Youtube & Video Marketing • Digital Marketing Strategy • Search Engine Optimization (SEO) • Social Media Marketing (SMM) • Content Marketing Strategy • Paid Marketing (Google Adwards, FB, Twitter, Linkedin) • Branding & Reputation management • Influencer marketing • Local & International Marketing • Email Marketing • Digital Display Marketing (Ad Ops) • Web Analytics and Reporting • Mobile Marketing (App store optimization) Contact me to talk about how we can help your business attract more customers, encourage users to stay longer and spend more money. Show less



Rocky Mountain

• Canada
• Sporting Goods Manufacturing
• 100 - 200 Employee

• Director of Marketing

  • 1996 - 1997

  Director of Marketing for leading Canadian mountain bike brand, overseeing all aspects of brand image, communication and story telling, consumer touch points including product finishes, instore and point of sale displays, catalogs, trade show booths, pro race team sponsorship, technical apparel designs, and relationships with major distributors in 17 key international markets. • Successfully repositioned the brand and built global demand which increased sales to $15 million in a declining market • Increased website visits by 210% in 7 months, race sponsorship funding by 50%, and secured numerous articles and television reports including a cover and 5 product reviews Show less



Advantage Advertising

• Vancouver, Canada Area

• Managing Partner

  • 1990 - 1996

  Led client services on key retail accounts in cycling, grocery, automobile tires, residential flooring, and other retail based accounts. Oversaw strategic planning for annual marketing budgets of 2 million+, creative development and production for television, radio, print, newspaper, and outdoor campaigns. Succeeded in capturing more clients, increasing per visit spend, and spend frequency through creative planning and promotional ideas. Led client services on key retail accounts in cycling, grocery, automobile tires, residential flooring, and other retail based accounts. Oversaw strategic planning for annual marketing budgets of 2 million+, creative development and production for television, radio, print, newspaper, and outdoor campaigns. Succeeded in capturing more clients, increasing per visit spend, and spend frequency through creative planning and promotional ideas.