LEM Helmets, manufacturer of safe, stylish, and performance-driven cycling helmets for road, mountain biking, commute, and kids, welcomes Keith Cozzens to the team as global brand marketing director. Bringing more than a decade of brand communications, PR, and marketing experience in the bike, outdoor, active lifestyle, and action sports industries to LEM, Cozzens will lead and grow the young brand’s global marketing strategy and tactics across various platforms and markets.
“The addition of Keith to our small team is a big, needed asset as we continue to launch and grow our brand in the endemic and non-endemic markets. His knowledge of the brand from our inception, diverse skillset, and networks across numerous key markets will undoubtedly support the growth of LEM and the image of our brand,” said Michael Grim, General Manager at LEM Helmets. “We’re excited to have Keith onboard as we further our expansion in North America and in other key regions around the globe.”
Most recently, Cozzens was a senior director at Verde Brand Communications where he led the agency’s business development and strategy for clients. Over his 9 years at Verde, Cozzens managed media relations and creative brand communications for leading brands in the outdoor, bike, and active lifestyle industries, such as: Kona Bikes, BMC, Accell North America, K2 Sports, Cascade Designs, KEEN, and Backcountry.com – including its former pro cycling teams RealCyclist and Competitive Cyclist.
At LEM, Cozzens will focus on brand integration and marketing across all global markets and touchpoints while working closely with the teams in the U.S., U.K., and Spain. He will also oversee and support branding, communications, social and digital marketing, ecomm, events, media and agency partnerships, and ambassadors/influencers.
“I’m excited to join the team at LEM and hit the ground running to help elevate the brand’s awareness, and work to build a cohesive global marketing plan that’s on-brand and authentically LEM,” said Cozzens. “With an innovative product collection, a well-balanced position in the market, and omnichannel sales approach, there’s great opportunity for LEM as a young company and I’m looking forward to where our team – and fans – can take the brand.”
LEM’s flagship family of products includes seven distinct helmets and 50 colorways in the road, mountain bike, commuter, and kids categories. The brand will introduce new, highly-featured road and mountain bike helmets later this year which will compliment its existing collection and further illustrate LEM’s strong product design and development capabilities.