electra digital marketing
PRODUCT LAUNCHES, SEASONAL CAMPAIGNS, DIGITAL ADVERTISING, ART DIRECTION electra digital marketing
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Below is a sampling of marketing projects to which I contributed. The entire (read: global) combined headcount on the Electra marketing + creative teams rarely broke into the double digits over my 9 year tenure, so it's safe to say we worked very closely together.
This was our general process: an opportunity for a sales or launch campaign was created; the head of Marketing and Creative would brainstorm on a general message; that message and deliverables list would then be placed into the hands of Creative for design execution; I was usually the one to come up with a look & feel, under the supervision of my Creative Director; all assets would be sized and sent for individual platforms; we would ensure all assets are displaying correctly across the board.
Visually, Electra creative was always pushing the envelope. Our logo, vibe, and fun lifestyle photography were our anchors, but everything else was open to reinvention. I'm forever thankful for the opportunity to grow as a designer and work with some pretty freakin' talented coworkers.
townie throttle launch
2025. Digital Ads, Social Ads, Teaser Content, Giveaway, Pre-roll, Email, Webtownie throttle launch
In Electra's largest launch to date, the Townie Go! Throttle campaign sent shockwaves through the cycling industry. In a first of its kind advertising strategy, we leveraged AI and video composition to support the Rides like a Dream concept. The new Townie Throttle paired our legendary comfort and quality with the ease and elevated riding experience of a thumb throttle. It was a stylish and reliable ride backed by over 30+ years in the bicycling industry – something most of our competitors couldn't claim.
The visuals featured a ride through a dreamlike scenario – palm trees, lush green mountains, an ocean sunset, and... a space cat? Sure. Why not. Very on brand for Electra.
e-bike for everyone
2021. Digital Ads, Social Ads, Teaser Content, Social giveaway, POP, Print, Email, Webe-bike for everyone
This campaign introduced two new e-bike platforms from two core bike collections for Electra. The Cruiser Go! and the Townie Go! 7D were both redesigned as e-bikes with a new e-system. These bikes look sleek and stylish with an integrated battery and new colors – including Artist Series e-bikes – and are priced at an affordable price point, truly making these e-bikes attainable for all.
To launch these bikes, we wanted to create an eye-catching, animated campaign featuring our bright lifestyle imagery. From there, I paired the images with the Electra blue, our brand font, and added colors and a frame to draw the eye in. In a cross-platform rollout, our digital and social ads drove traffic back to the website PDP. This campaign was adapted for EU with the headline "We are a Go! for fun".
e-bike summer / find the fun
2024. Digital Advertising, Social Advertising, Email, Webe-bike summer / find the fun
In a post-bike-boom landscape, all companies in the industry were struggling to move inventory. In a crowded world of price slashing, obnxious social media saturation, and buy now messaging, we took a different approach. Instead of high-pressure tactics, we created two campaign based on what we do best: 10/10 lifestyle imagery and bright, eye-catching colors. Find The Fun was a brand campaign aiming to increase brand awareness, and E-bike Summer funneled customers to the Cruiser Go! PDP. The slight animation on the headling created just enough movement to create interest, but not so much as to overwhelm. These ads directed consumers to our website where they could shop at their leisure.
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