Wednesday 7th January 2026 - Bath, UK: SHIFT Active Media has announced Rachael Burnside in the newly combined role of Head of PR and Social.
Burnside, who previously held the position of Head of Marketing and Growth, will expand her remit to lead and develop SHIFT's global PR and social media services as well as oversee the agency's ambassador programmes, influencer relationships, and activations.
This strategic consolidation aims to integrate these fast-growing services more closely with SHIFT's paid media and creative teams.
Already a member of the Senior Management Team, Burnside leads several key client relationships, including Castelli, LOOK, deuter and the Life Time Events' off-road portfolio, including Sea Otter Classic and UNBOUND Gravel. She has also been instrumental in launching and growing SHIFT's own Uplift initiative - a mentoring and networking programme which matches experienced women leaders in the cycling industry with the next generation of talent.
A key additional pillar of Burnside's new remit is the evolution of PR within the Artificial Intelligence landscape. Under her leadership, the agency will continue to drive initiatives which ensure clients are optimally ranked by AI platforms. This strategic move is supported by proprietary data from SHIFT's Rider Research Hub which has found that 29% of global cycling enthusiasts already use AI tools to research and compare cycling purchases.
Burnside assumes this expanded remit following the departure of Head of PR, Tom Foy, who returns to his roots in Formula 1.
SHIFT Active Media's Chief Executive Officer, Wayne Brown, said: "Rachael has been a major force at SHIFT for many years. Beyond leading several of our highest-profile client relationships, she has been instrumental in growing the agency's profile, as well as building vital industry connections through her pioneering work on Uplift. She is perfectly suited to bring this wealth of skills and expertise to more of our clients."
SHIFT Active Media's Head of PR and Social, Rachael Burnside, said: "I am thrilled to take up this expanded role at such an exciting time for both SHIFT and the wider media landscape. Having been part of the business for nearly a decade, I feel more excited than ever about the direction we're already heading in, and I look forward to continuing to leverage my deep industry relationships and knowledge as part of this new remit. This role presents an exciting new challenge and a significant opportunity for our clients and the wider industry."
