BMC Switzerland, a global manufacturer of premium, high-performance bicycles, is promoting internally to bring high-level strategy, development, and congruency to its global and domestic marketing initiatives.
Matt Heitmann, cycling industry veteran and former BMC director of marketing in the U.S., will take on the new position of global director of marketing for the BMC Group, overseeing the BMC brand portfolio of BMC, Stromer, and Bergamont. Devin Riley will move from BMC’s marketing manager in the U.S. to director of marketing in the U.S.
“Moving Matt into the global director of marketing position and being able to promote Devin to the director of marking in the USA is testament to the quality of people BMC has here in the USA,” said Karim Pine, General Manager of BMC USA. “We’re excited to see the global impact new energy in Switzerland will have, and we look forward to the new ideas Devin will bring to our efforts here in the USA.”
As global director of marketing, Heitmann will provide direction and oversight for all marketing channels, including teams and athletes. He will lead BMC’s efforts as it relates to current and future best-marketing practices, especially in the digital realm. Heitmann and his team will also closely analyze direct marketing tactics and streamline marketing efforts to be cost effective.
“The BMC brand has incredible power, and that’s due to the hard work of the existing marketing and product development teams at BMC Switzerland,” said Heitmann. “We need to now combine that brand power with the power of digital media to more cost-effectively identify, reach, and engage our audience and prospects. Getting more awareness about the innovative Stromer brand is also a priority, especially in emerging markets like the USA. Across the BMC portfolio the opportunities are enormous, and that’s what makes this opportunity so exciting.”
Riley’s new position as director of marketing in the U.S. will focus on continuing to strengthen the brand’s domestic social media presence, SEO and SEM, event planning, and customer database building. Riley has been with BMC USA for three years, starting in customer service before assuming the marketing manager role in 2012.
“BMC USA has had phenomenal growth in the last three years, and now we need to build on it,” said Devin Riley. “Our focus on improved digital representation of the BMC and Stromer brands and a better understanding of our customers through data driven marketing will contribute to that growth. I look forward to continuing to work with our excellent dealers and partners in this new role.”