Role

Marketing manager

Touchpoints

Marketing strategy, channel management, communication direction, copywriting

Challenge

In an era dominated by digital content + instant news, many declare print is dead. Freehub Magazine, the only independent mountain bike publication in North America, faced the challenge of standing out, growing its readership + positioning itself as a timeless, coffee-table–worthy publication while moving toward a fully reader-supported model.

Solution

I worked with Freehub to develop an annual marketing strategy designed to articulate the magazine’s brand message + build deeper connections with its audience. The strategy focused on cutting through the quick-hit news cycle of cycling media by emphasizing the unique, enduring value of print: limited-run issues, thoughtful storytelling + high-quality photography.

Results

• Established a clear marketing road map that reinforced its key priorities and channels in an easy-to-implement system.

• Empowered Freehub to communicate its values and vision to readers in a crowded media landscape, laying the groundwork for growth towards its business goals.

• Strengthened audience engagement by clarifying Freehub’s brand messaging and positioning.