Giro announces reshuffle and hires in marketing and merch

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

Peter Nicholson joins as Brand Manager at Giro Bike, while 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 Partner at TRUE Communications, which remains Giro’s public relations Agency of Record. During his 11-year tenure at TRUE, he was PR account lead on a long list of iconic brands including Giro, Canyon, Stages Cycling, TrainingPeaks, BMC, Cervélo, Castelli, and others.

“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 sales teams to manage global commercialization. Last year CI.N carried an interview with Richter on the subject of revision of helmet standards to align with a changing bike market and electrification’s steady ascendancy. Hear his thoughts on the subject here.