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Pedro's Restructures Personnel

Published May 20, 2010

HAVERHILL, MA (BRAIN)—Pedro's has restructured its internal organization effective immediately.

Matt Bracken has been promoted to vice president of development and will oversee sales, marketing and product development and engineering efforts at Pedro's. He will be reporting directly to Interim CEO Matthew Simpson.

"Matty B is already a legend in the bike industry. His vision of the Pedro's brand will continue to shape our future. Matt has stepped up under the new management team and has some pretty cool plans for us, so stay tuned—the pipeline looks stellar," Simpson said. "His years at great companies like Mavic, Merlin, and most recently as president of Independent Fabrication, have allowed Matt to shape these companies. Many of these companies have Matty B to thank for their continued success."

Also effective immediately, Pedro's announced the return of Jason Elhardt as marketing manager of Pedro's. Elhardt will manage the company's marketing strategy, team support and event management.

"Jason is a huge addition to the team," Bracken said. "His care and respect for the brand is contagious here at Pedro's. Adding Jason back into the current recipe has made us stronger and more agile, now that we can leverage his experience and industry credibility."

Pedro's has also appointed Jay Seiter as the company's product engineer. Seiter will report to Matt Bracken as part of the Product Development team and he will manage the company's engineering functions and product development process.

"Pedro's is fortunate to have Jay on our team; he is our secret ringer. Jay's tool concepts: the Tulio and Tutto were just the beginning. Now Jay and Matty B have some game-changers in their back pockets to be revealed when the time is right," Simpson said.

The Pedro's team is excited to announce this recent reorganization but Pedro's is not stopping there.

"We have two key positions we are recruiting for," Bracken said. "We will strengthen our sales strategy by adding a director of sales. We will look to this person to refine our global sales strategy."

"We are also recruiting a key supply chain role on our team. With our focus on operational improvement, we have targeted a need for a Buyer/Planner to continue our efforts," Simpson said. "With these two key positions, we've set our internal bar high for the team."

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