BOULDER, CO (BRAIN)—Ellen Hall will bolster marketing efforts at Boulder Cycle Sports, a shop with strong ties with its community that opened a second location last spring. She has accepted a newly created position in marketing at the Boulder, Colorado business owned by Brandon Dwight.
Most recently, Hall worked at CatEye as marketing manager. She had been with the Boulder-based bike computer company for nearly six years, starting in tech support and customer service.
“I have worked at retail before,” Hall said. “Through high school and college I worked at various bike shops in Indiana where I grew up.
“I’m excited to have that new direct-to-the-consumer marketing experience,” Hall said about the new job. “It’s a different challenge. I’m excited to bring all the contacts I’ve worked with over the years and try to figure out how we can all work together in this new retail environment.”
Hall said Boulder Cycle Sports has become nationally recognized as a resource for cyclocross enthusiasts and racers. The owner is deeply involved in the ‘cross racing scene and sponsors local race teams. The business recently launched a new website that will focus on selling ‘cross equipment. But its clientele is diverse as the shop draws families, triathletes in training for their next event, as well as women.
“I’ll be helping organize their efforts and marketing to each group to ensure the message is really targeted,” Hall said. “We’re not sending a parent that bought a kid’s bike a message to come ride the latest Turner full-suspension bike. The plan is to segment all their marketing channels to really send the appropriate message to each person and speak the language of that particular person.”
Before bidding farewell to CatEye, Hall will attend the upcoming Urban PressCamp in Washington, D.C., on behalf of the company, which is exhibiting at the March 6-8 event.
Taking over marketing duties at CatEye after March 11 is Damien Shanks who’s been handling customer service and marketing projects for the company. Shanks brings a mix of writing and technical experience to the role, having worked as a mechanic for the former Garmin-Slipstream pro team for five years and contributing to Cyclocross Magazine and its website.