PARK CITY, UT (BRAIN) — Adrian Montgomery, who announced last week that he was leaving Scott Sports, will join online retailer Backcountry.com as director of brand marketing, the company announced Thursday.
Montgomery will start with the company, at its Park City, Utah, headquarters, on July 11.
“We’re delighted to have Adrian join our team,” said Scott Ballantyne, CMO at Backcountry.com. “He not only brings the bicycle industry experience that we desired, but he also gets people who enjoy the outdoors. The bicycle business is a major part of our growth strategy and I’m confident that he can help us realize our goals.”
Montgomery will coordinate and manage Backcountry.com’s internal and external brand communications strategy and public relations. He will work with the marketing team on athlete relations, campaign development, and brand messaging across the company’s outdoor and cycling business channels.
“I’m fired up to get started,” said Montgomery. “The growth potential for the bicycle business at Backcountry and Competitive Cyclist are tremendous and I’m really excited to implement marketing strategies targeted for e-commerce. The bike consumer has an appetite for a rich online shopping experience to research and compare products, however most brands cannot capture the sale. The capabilities Backcountry possesses for delivering a finished bicycle product at the consumer’s doorstep, ready to ride, is powerful. I’m also thrilled to help connect people to their outdoor passions, and I’m definitely an enthusiast of many outdoor activities outside of cycling.”
Backcountry.com operates seven specialty stores: Backcountry.com, Dogfunk.com, Competitive Cyclist, SteepandCheap.com, WhiskeyMilitia.com, Chainlove.com, and DepartmentofGoods.com. Backcountry.com is a controlled subsidiary of Liberty Media Corporation, which is part of the Liberty Interactive Group (traded on Nasdaq under the LINTA, LINTB symbols).