Jose Maldonado Email and Phone Number

• Responsible for developing Communication strategies that promote PFB’s programs and support the bike industry’s best interests• Launched and led the concept for a universe of sites, including a new peopleforbikes.org site, to meet the growing demands of programmatic efforts, make the most of the bike boom, strengthen the role of data and technology and grow email segments• Launched Ride Spot’s “Challenge” feature, inspiring people to ride more and get rewarded through national and local riding Challenges encouraging riders to reach frequency and mileage-based goals• Expanded the organization’s digital footprint YoY, with nearly 300 pieces of press coverage YTD and an estimated 13 million views• Expanded content creation, nearly doubling volume YoY• Expanded PeopleForBikes Member Center to improve service levels and increase bike companies’ resources, reach, and influence nationwide and create an exclusive environment for members to access valuable pro-business data• Increased Ride Spot’s active riders +64% over 2020• Launched the trade associations first Business Intelligence Hub to provide ridership and consumer insights to industry members• Led Ride Spot programs strategic direction, grew app acquisitionby 221% and automatically added new users to the “grassroots” email list• Implemented an operational framework to optimize cross-functional collaboration, gauge progress, and improve processes• Increased web traffic 21%, email open rates 109%, and CTR 187%• Created a COVID-19 resource page to provide businesses and the industry with trade resources to manage a crisis

• Responsible for brand vision and marketing to acquire new customers, activate existing customers, and influence sales• Developed the Competitive Cyclist value proposition and the Builder of Your Dream Bike concept• Collaborated with Product, Web Dev, and UX to improve the custom bike buying experience• Managed a team that was vital to evolving the brand over time and ensuring ongoing execution progressed effectively• Worked with lead merchants to develop a limited-edition assortment of bikes to target volume and ASP• Created cross-functional marketing SLA to increase visibility into long-range planning to meet financial objectives• Led content organization strategy to optimize discoverability and increase visits to a content hub and PDP’s• Increased frequency and quality of content in 2019• Introduced sustained duration campaign playbooks to operationalizeTier 1 campaign ROS• Evolved how we deliver a point of view and expertise to drive visits and increase engagement time on site• Projected customer health models to include prospecting andretention cohorts• Increased the number of new, active, and total customers YoY• Grew marketing campaign revenue by 12%• Established baselines and improved brand sentiment through quarterly customer surveys• Expanded organic social media follower growth by 30% and improved impressions by 300% YoY• 2018 Road Bike Buyer’s Guide—One of the most significant campaigns of the year, this experience utilized video and social media to successfully influence conversion and drive traffic to the Competitive Cyclist website driven by the “Builder of Your Dream Bike” concept• Planned and managed large-scale marketing campaigns for Bike on Backcountry and Competitive Cyclist• Partnered with executive leadership to achieve financial results, which included profit goals

Assortment Strategy, Marketing, and Merchandising - Backcountry/Competitivecyclist.comGrew Backcountry’s Bike vertical over $115Min sales• Directed marketing strategy• Managed multi-million dollar closeout bike buys to optimize turnand profitability• Developed visual merchandising processes to improve shopability and product positioning• Partnered with brands to develop unique product selections, including bikes, apparel, accessories, and footwear, which resulted in some of Backcountry and Competitive Cyclist’s most profitable SKUs• Significantly impacted assortment strategy to improve SKU margin while growing sales on both Backcountry and Competitive Cyclist• Projected double-digit increase to Competitive Cyclist’s Direct Profit• Projected 2016 GM$ growth +17% YoY• Projected 2016 revenue growth +17% YoY• Three years Gross Margin $ CAGR +23%

Responsible for Purchasing, Merchandising and Marketing for Bike on Backcountry.com and Competitive Cyclist.Bike consists of four Merchandise Divisions - Apparel, Components, Bikes & Frames and Accessories.

Reporting to the Senior VP of Merchandising.Business Achievements• Bike Vertical $90M — Managing 40% of topline and 45% of total GM$’s• Three year Gross Margin $ growth +23%• 2015 Q1 GM$ growth +17% YoY2015 Category Growth Highlights• Bike Helmets +67%• Cycling Shoes +21%• Men’s Triathlon Apparel +104% YoY2014 Category Growth Highlights• Bike Helmets +44% YoY• Body Armor +18% YoY• Cycling Shoes +18% YoY

Selected to move to Utah with Competitive Cyclist when it was acquired by Backcountry.com.Part of a small team challenged with creating metrics to support a specialized sales force.

Director of Brand Strategy responsible for developing and executing branding, media, marketing communication and sales strategies that drive engagement, growth and enhance brand awareness.

Part of a team of professionals who facilitated high-end sales while delivering a superior customer experience.

Responsible for the operations and marketing of a cycling specific retail store which included physiological testing services, coaching and bike maintenance.