BETHEL, CT (BRAIN)—Cycling Sports Group has promoted three key executives and set up a new North American marketing team to focus specifically on driving more consumers to Cannondale, GT, Schwinn and Mongoose retailers.
Leading the charge at a high level is Jeff McGuane, recently appointed president of CSG Global. McGuane, who started at Cannondale in 1994 as a credit manager, was previously president of CSG North America and takes on this newly created role to steer the CSG ship globally. CSG saw 31 percent growth sales last year and 20 percent to-date this year with McGuane at the helm. CSG subsidiaries in Asia/Pacific and Europe will report to McGuane in the new structure. Cycling Sports Group is the division for Dorel Industries’ specialty bike brands Cannondale, GT, Mongoose and Schwinn.
In another change, Dave Manchester has been promoted to senior vice president of sales and marketing for North America, and will head a new 13-person North American regional marketing team. Manchester is a 15-year veteran of Cannondale, and was vice president of sales in his most recent role. Hillary Benjamin, former general manager of Schwinn, will join Manchester’s team as vice president of marketing in North America.
The rest of the team is already in place, Manchester said, and includes a new visual merchandisor as well as staff to head up dealer training and education, retail promotions, dealer and consumer events and demos.
These investments are in response to key initiatives dealers have communicated as being important to grow their business with CSG—staff training, assistance with store renovations, communication regarding retail promotions and reaching out to charitable organizations in dealers’ communities, Manchester said.
CSG will also roll out a new B2B platform in the next several weeks with faster navigation and improved usability.
“We believe we’re headed on the right path,” McGuane said. “Our strategies are working to support retailers. In North America, in particular, and around the globe we’re going to continue to reinvest in the business, tripling our marketing budget over the last three years, enhancing roles, adding jobs, increasing contributions to charities and enhance communication. We’ve contributed $4 million to communities over the past three years.”