In an effort to better serve the bike industry, Interbike announced it's bolstering its marketing department with the addition of Elayna Caldwell and the promotion of Rich Kelly. Beginning February 14, Caldwell will fill the newly created position of Interbike marketing director. In this role, Caldwell will work to ensure the show is evolving with the current and future needs of the marketplace, and help promote the benefits of the show to the industry.
Kelly has been promoted from marketing manager to brand and communications director, and will focus on furthering Interbike's dialogue with the industry, and developing partnerships and innovative opportunities for Interbike to better serve the cycling market. In addition, Kelly will manage the efforts of external media partners SOAR Communications and InMotion Mar to continue to deliver a global buying base and media audience at Interbike.
“As a brand leader you always want to surround yourself with great people,” said Andy Tompkins, Show Director of Interbike. “As we look toward the 30th edition of Interbike in 2011, the addition of Elayna and expanding Rich's role, I believe we have the right team to understand what the industry needs and the skill sets to deliver a successful and dynamic event and marketing opportunity for the bicycle industry.”
Caldwell brings a wealth of experience to Interbike, previously holding positions at FOX Racing Shox and NHS skateboards. With these companies, Caldwell executed a wide range of marketing outreach and design programs. Caldwell also brings years of bike industry knowledge to the Interbike team, and will continue to help promote cycling through her roles on the IMBA Board of Directors and the NorCal High School Mountain Bike League.
“Throughout my career I have directed the efforts of trade and consumer shows all over the globe,” said Caldwell. “The opportunity to combine my professional experience with bicycles, one of my personal passions, is a unique and exciting opportunity. I look forward to working with retailers and exhibitors to produce Interbike trade events that best meet their business needs.”
For the past five years, Kelly has been instrumental in establishing Interbike as one of the cycling industry's premier global gatherings. He managed Interbike's marketing efforts during his tenure, developed the Media Center and championed cycling culture events such as CrossVegas and the urban fashion show. His new role will allow him to enhance Interbike's connection and place in the industry through a variety of social media outreach, extensive travel to meet with retailers, manufacturers and distributors, and developing new partnerships and innovative extensions of the show.
“Every year I leave Interbike exhausted yet incredibly energized about our role in the bike industry,” said Kelly. “There really is no other event that brings together so many great people, products and ideas in this industry – and collectively – there is no shortage of ideas for new ways to help the industry be successful. I'm proud and excited to take on my expanded role here and to work with Andy, Elayna, the entire Interbike team and the industry to build on the work we do to promote cycling even more.”
