White Industries, the California-based manufacturer of precision bike components, hired Heather McFadden as director of Global Marketing.
McFadden brings more than a decade of experience in global brand strategy, product marketing, and integrated campaign leadership within the cycling industry. Her appointment is expected to strengthen White Industries’ brand presence and accelerate global growth as she leads efforts across brand storytelling, product launches, sports marketing, digital strategy, and community engagement.
“We’re excited to welcome Heather to White Industries,” said Alec White, CEO at White Industries. “She brings a deep understanding of the cycling industry, a proven track record of building authentic brands, and a hands-on leadership style that aligns perfectly with how we operate. Heather understands that great marketing starts with great products.”
McFadden joins White Industries after more than 11 years at Wilderness Trail Bikes (WTB), where she most recently served as director of Global Marketing. During her tenure, she led global brand strategy, product launches and cross-functional collaboration across sales, product development and international markets.
“I’ve long admired White Industries for their precision, independence and commitment to doing things the right way,” said McFadden. “This is a company that lets the quality of its work speak for itself. I’m excited to help tell that story — highlighting the people, processes and passion behind components that riders trust worldwide.”
Founded in 1978, White Industries designs and manufactures high-precision hubs, cranks, bottom brackets, and drivetrain components in Petaluma, California.
Image courtesy White Industries
