NEWBURY PARK, Calif. (BRAIN) — Liv/giant has hired Amanda Schaper as its global product marketing specialist. Schaper will work with Liv/giant's global marketing and product development teams on product strategies, positioning, messaging and launch plans for Liv/giant bikes and gear.
"It has been exciting to watch Liv/giant gain momentum over the last year," Schaper said. "The brand is truly committed to the women's market, providing everything from fantastic looking apparel to World Cup-worthy race bikes. Female cyclists are ready for great products tailored to them, and I believe in Liv/giant's approach and philosophy. Not only is Liv/giant making amazing products, but the brand is also breaking down barriers and providing a great avenue for women to get into the sport. I couldn't be happier about the opportunity to work with Liv/giant."
Schaper comes to Liv/giant after a four-year stint at Crankbrothers, where she was responsible for developing, executing and evaluating global marketing plans. She also founded and directed an amateur cyclocross team in Los Angeles and has been involved with advocacy and promotion for women's cycling.
"Earlier this month I had the opportunity to help lead a group ride with the Women's Cycling Association," said Schaper. "And I was really impressed by the number of women that came out to participate—from beginners to advanced riders. It's clear that women make up an important and growing segment of the market, and Liv/giant will pave the way, inspiring more women to make cycling a part of their lives."
"Amanda brings great new energy and expertise to Liv," said Bonnie Tu, founder and CEO of the Liv/giant brand. "Her passion for cycling, and for women's cycling in particular, will fuel Liv's mission to make riding more approachable and appealing to women."
Schaper will be based at the Liv/giant global marketing office in Newbury Park, Calif. starting April 7.