Giro Sport Design announced several key hires and promotions to expand its brand and marketing team.

Peter Nicholson was hired as brand manager, Giro Bike, and Eric Richter moves into a new role as Bell, Blackburn & Giro commercialization manager. Additional hires include Merve Aslan for digital planning and forecasting, Maya Krause for digital merchandising, Jasper Lyons as digital marketing coordinator, Molly Herwehe as digital marketing specialist, and Maria Esquivas as product graphic designer.

Nicholson was most recently a partner at True Communications, which is the company’s PR agency of record. During his 11 year tenure at True, he was PR account lead for outdoor brands including Giro, Canyon, Stages Cycling, TrainingPeaks, BMC, Cervélo, and Castelli.

“I’ve worked with the Giro team for over a decade and am extremely proud of what we have already accomplished together,” said Nicholson, “from launching the aero road helmet category with the Air Attack to disrupting cycling apparel with the New Road collection to helping establish Grinduro and, most recently, Flashpoint MVMNT. Giro is a legendary brand, and I feel truly fortunate to join a growing team with so much talent at a time of significant investment and opportunity.”

After two decades in brand management and development, Richter will take on a newly created position for Bell, Blackburn and Giro brands working with product, marketing and its sales teams to manage global commercialization.

Photo courtesy Giro Sport Design