SRAM’s Alex Rafferty has been promoted to European MTB Communications Manager, having been identified as a ‘future leader’ in the group for some time.
Rafferty’s new role comes after four years as a core member of the SRAM marketing and communications team in Europe, where he specialised in planning and executing the delivery of SRAM, RockShox and Zipp MTB products to the market.
“Alex’s passion for all things cycling and people make him the ideal fit for the European MTB Communications Manager position,” said David Zimberoff, Vice President of Marketing at SRAM. “We’ve had our eye on him as a future leader in our group for some time, and we are very excited to have this new opportunity for him. He’ll bring a new level of excitement to all SRAM, RockShox, and Zipp MTB product introductions, as well as developing deeper pan-European marketing programmes with our partners.”
Rafferty competed as a cyclist in both road and MTB in his youth, before moving solely to MTB during his graduate studies. During his MTB marketing career he has developed a MTB leadership awards programme, skills coaching company, and worked alongside his brother, Joe, to deliver Enduro events, prior to starting at SRAM’s Drivetrain Development centre in Schweinfurt, Germany.
Tyler Morland, SRAM MTB Brand Manager, added: “Alex coming into his new role is a great step forward for us. His diverse background in cycling combined with an encyclopaedic knowledge of our products is the perfect recipe for communicating with our partners, as well as educating others within the industry about our brands and products. I’m looking forward to working more closely with Alex to further strengthen our teams.”
Rafferty said of his new appointment: “I’m very excited to take this next step and head up the European MTB Communications team. We’re lucky enough to have some of the smartest, inspiring and creative people I’ve ever met – growing in this company is a real honour.
“Our brands, people and culture are such a huge part of my life, and working with such a fantastic group of people with aligned goals is hugely motivated.”
Rafferty will be further strengthening SRAM’s European Communications team by hiring new PR and Communications coordinators in the near future.
Rafferty recently appeared on the CI.N Podcast to discuss the latest news and innovations from SRAM, notably the SRAM AXS and RockShox Reverb update launched in February. Listen back to previous episodes here.