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Im the Community Manager for Levis Commuter. I oversee their entire ambassador and influencer community. I plan grassroots events and oversaw the national roll out of the women;s collection. I build local alliances and manage partnerships between collaborators, press, partners, and influencers. I act as on-site brand rep for event programs. I manage promotion and messaging, both digital and experiential. I collect community and consumer feedback and work with design and production teams to create assets for promotion and documentation of product launches.
Additionally I act as a creative advisor to the Levi's team, coordinate outreach to partner brands and shops. I recruit talent for the creative and production teams, consult on photo shoots and casting and top edit cycling related print media.
Spring Forward is a collaborative project with photographer Pete Devakull. Modeled after the look I brought to Barney's New York advertising, Spring Forward is luxury cycling editorial with its roots in editorial fashion photography. I oversaw creative direction, styling, and production.
Working with Spoxe presented a unique opportunity to engage with the mixed media trend in editorial fashion photography. I paired a boutique cycling brand based out of Melbourne AUS, with cycling photographer Eloy Anzola and Bushwick based fine artist Jenn Dierdorf. While the style is inspired by fashion illustrators like Hattie Stewart, this particular narrative pulls talent exclusively from the cycling community.
In March of 2016 I will have completed my training as a bicycle mechanic at UBI in Oregon.
I connected and oversaw the New York leg of Fred Perry's global My Patch initiative. I hired marshal/mechanics and photographers. Scouted and planned itineraries and route logistics.
A multi brand editorial, Reflect presented the opportunity to integrate Cycling with Run, limited edition merchandise from ICNY, and unisex clothing. It was also the debut of the first Pretty Damned Fast garment, which was brand extension I developed in conjunction with the art director of Elle Magazine, Evan Campisi.
Conceived and oversaw a popup shop, opening event and group ride series for Machines For Freedom in New York. The event brought together New York's elite cyclists with a brand that had no retail presence in the city. I oversaw production and conceptual direction, facilitated the retail partnership, hired and managed creative talent, lead the 75+ member ride out, and oversaw related charitable contributions.
I conceptualize and style gear guides which are shot in house at New York's top fashion photography studio with leading industry talent showcasing cutting edge women's cycling gear and apparel.
Coordinated and promoted a two day gravity camp for beginner women mountain bikers at a lift access park in Northern New Jersey with downhill pro Kathi Krause of Dirt Rock and Root Training.