Massimo Alpian Email & Phone Number

Boulder, Co, Us

Boulder, Colorado, United States

• Reporting directly to the CEO and Brand President, I oversee all global PR and internal communications for the Tracksmith brand.• Direct and execute global brand communications strategy for Tracksmith while acting as global brand spokesperson.• Built the brand’s first-ever global communications function and team, creating a fully operational and collaborative brand and corporate communications department.• Strategize, execute and measure PR plans for key brand moments, including new partnerships, campaign launches, product launches, Tracksmith Foundation initiatives, and our signature community programs.• Led the global marcomms strategy for the brand’s first-ever retail expansion, successfully opening three new flagship retail locations.• Led the global marcomms strategy for Tracksmith’s first-ever footwear launch, leading to over 150 pieces of unique coverage and over 2 billion impressions. • Lead global crisis communications strategy. • Secure feature brand stories in global, national and regional press.• Develop and maintain relationships with top tier publications, editors and reporters, both endemic and non-endemic, covering Tracksmith. • Partner closely with marketing, creative and content teams to manage assets and ensure alignment and amplification.• Paid media planning and partner strategy execution. • Lead PR team and holding said team accountable for meeting key KPIs across all PR projects, keeping marketing teams and other internal partners updated.• Lead PR strategy for special projects and media events including retail openings and activations, influencer partnerships, trade events, fashion week activations including Pitti Uomo in Florence, Italy (June 2023). • Co-lead brand collaborations from ideation, to go-to-market, to press activation.• Manage PR agency of record, handling annual planning and holding our partners accountable on deliverables and reporting.• Circulating weekly and monthly reports to the marketing and brand teams.

Colorado, United States

Denver, Colorado, United States

Boulder, Colorado, United States

• Directed and co-created multi-region, media-led campaigns through collaborating with brand region leads to gain publicity and brand awareness for Cannondale and GT in global geographic markets.• Managed and nurtured relationships with endemic North American and global media outlets in order to secure consistent brand coverage for Cannondale and GT with a focus on product, athlete and brand-led storytelling.• Lead spokesperson for the Cannondale brand. • Collaborated with our World Tour team, EF Education-EasyPost, to drive and secure media coverage around athletes, race performances and team initiatives. • Led strategy with cross-functional marketing leads on cultural and inclusive marketing and communications strategies that fortifies the Cannondale mission to be an inviting brand for all cyclists with a goal to scale empowerment in accessibility, representation and inclusion. This consisted of inclusive content creation strategy and execution, sports marketing strategy, and campaign strategy and execution.• Developed and executed programmatic activities through communications materials, press, and social media, and ensure a varied and high impact calendar of activations.• Conceptualized and created compelling narratives with a finished product of communications materials for internal and external audiences including PR briefs, media briefs, media training materials and global communications strategy decks.• Conceptualized and successfully implemented global communications strategies focused specifically on brand collaborations from go-to-market to press activation in order to gain brand awareness with greater audiences. Collaborations executed include: Cannondale X Stella McCartney, Cannondale X PALACE, GT X RAD and Cannondale X RAPHA X PALACE. • Explored, proposed and secured partnerships with athletes, brand ambassadors, non-profit organizations, media, and media platforms in alignment with brand reputation and PR strategy for greater social impact.

Greater Denver Area

• Developed and implemented comprehensive, multidisciplinary public relations and integrated marketing strategies and campaigns for CamelBak, HOKA, and Tracksmith, while providing greater agency business and brand development. • Acted as a primary press liaison through the provision of information and promotion of each brand’s product launches, brand initiatives and brand partnerships to media partners to generate press coverage.• Built and maintained affiliations with external stakeholders and local and international media outlets to ensure effective relationships are developed with key personnel and organizations.• Identified and assisted in managing emerging issues and crisis communications planning and execution.• Wrote and produced content including reports, strategy briefs, press releases, and media announcements.• Large-scale event and press trip ideation and management including domestic and international industry and trade events.

Aspen, Colorado

· Developed and executed strategic public relations and integrated marketing campaigns for Fjallraven, a Swedish heritage outdoor brand, and KEEN, an innovative international outdoor footwear brand. · Detailed public relations event management from ideation to execution including international and domestic media trips, brand marketing events, fundraising events and press events including press trips in the United States, Japan and expeditions in the Swedish Arctic Circle. · Established and nurtured key relationships with editors and writers across major outlets.· Regularly pitched client stories to media and follow-up with editorial opportunities and new media opportunities.· Wrote press releases and stories, pitched ideas to media and compiled research and produced data based weekly, monthly and yearly public relations reports. · Arranged interviews, speaking engagements and other media opportunities.· Secured media placement in national print and online publications, including Forbes, GQ, Outside Magazine, National Geographic, USA Today, and U.S. News & World Report etc.· Established and nurtured relationships with editors and writers across major outlets.· Kept abreast of each client’s industry, competition and media coverage.· Continuously delivered brand awareness and growth for clients in mainstream, active lifestyle and business publications.

Boulder, Colorado

• Coordinated and implemented marketing communication projects within the organization and with outside stakeholders with responsibilities that include public relations, special events management (trade shows, events, races), advertising, and creating brand awareness. • Sales / Marketing Materials: coordinated product catalogs with European teams, including proofing, print sourcing, design coordination; manage marketing asset databases (FTP, I-Drive, Dropbox, as needed); source and manage POS items for brand promotion and in-store brand presentation.• Website Management: Working closely with European digital teams, managed and maintained digital brand content to ensure accurate information and brand promotion, including seasonal updates of product and dealer locator information.• Email Marketing: planned and executed brand email communications to consumers and dealers; operate closely with international teams in proofing global newsletters. • Social Media: social media management to cohesively communicate our brand story via athletes, ambassadors and influencers.• Events and Athletes: brand event management and execution, and aid Marketing Manager with various athlete / ambassador recruitment and management. • Trade Shows/Brand Events: managed, planned and coordinated national and regional trade shows and brand events.• Media: collaborated closely with external PR agency in coordinating samples and other information for media placement. • Sales Support: coordinated samples (seasonal and ongoing basis), demo fleets and joint marketing/sales projects; managed showroom presentation. • Sales Meetings: Managed the coordination and organization of seasonal sales meetings. • CSR/Partnerships: Nurtured and forged strategic partnerships aligned with brand building goals & acted as a socially & environmentally conscious face for the brand. Forged SALEWA/DYNAFIT North America's first non-profit partnership with Protect Our Winters in 2016.

Greater Denver Area

• Consistently achieved and set new customer service standards by providing prompt, professional, friendly and courteous customer service by using an interactive approach in achieving sales goals at an outdoor gear store location ranking top 10 company wide.• Ski boot fitting specialist during snow sports season: fitted and customized ski and snowboard boots.• Lead snow sports sales associate during winter season assisting customers in assessing their skill level in skiing/snowboarding and selecting appropriate skis, snowboards and bindings.• Acted as the key service writer at the “REI Tune Shop” during the winter sports season: assessing skis and snowboards brought in for mounting, tune and repair and logging those orders into the technician schedule.• Consistently maintained over a 100% conversion rate in enrolling customers into the REI CO-OP.• Represented REI’s “customer first” focus and core values by managing customer product returns and exchanges, special orders/repairs, and resolving customer issues with creative solutions.• Maintained visual layout of merchandise to increase shop-ability in accordance with REI standards. • Produced “gear guides” to help explain outdoor recreation product specifications to fellow employees.• With Customer Service Sales Lead, implemented a new order management software system and created a training program that successfully trained over 75 employees in successfully using this system.

Greater New York City Area

• With department team, maintained Eastern Mountain Sports Soho as #1 in sales company wide, with annual store sales exceeding 13 million dollars. • Exceeded sales and profit goals by up to 8% in above period in comparison to previous year. • Built lasting client relationships by ascertaining customer needs and offering expertise in product recommendations.• Developed inventive marketing strategies to increase sales: Executed presentations on my own international climbing experiences for in-store promotional events; managed and executed fundraising events during Fashion’s Night Out; held special in-store “new product reveals” on a monthly basis.• Promoted inventory accuracy and integrity by maintaining and creating new cycle count processes and flow charts which aided in: a.) reconciling inventory variances, and, b.) providing accurate estimates for regular and seasonal buying.

Greater New York City Area

• Managed the research and writing of daily media stories impacting the United Nations Security Council’s (UNSC) work for daily online publication on organization news blog site called "What’s In Blue".• Drafted a brief on peace, security and human rights issues in Sierra Leone on the UNSC agenda which was published in the August 2011 Security Council Report Monthly Forecast Report. • Oversaw a research and analysis project on the thematic issue of children and armed conflict for the July 2011 publication of the Annual Cross Cutting Report on Children and Armed Conflict. • Accurately fact-checked, edited and proofread research reports with strict deadlines for monthly publication.

Greater New York City Area

• Assisted in managing aspects of the 2011 Watchlist Report on Children and Armed Conflict in the Central African Republic by providing current and comprehensive information on violations committed against children in armed conflict/psycho-social effects of armed conflict on children, and practical policy recommendations in addressing them. • Assisted in executing advocacy strategies for the Watchlist report on the Central African Republic by preparing media, contact and distribution lists.• Assisted with the follow-up advocacy, distribution and evaluating the impact of Watchlist country reports including the presentation of the Watchlist Afghanistan Report at the CRC pre-session meeting for Afghanistan in Geneva, Switzerland, October 2010.• Translated documents from French-English/English-French, organized meetings with the Security Council Working Group on Children and Armed Conflict, and carried out various administrative tasks.• Assisted in managing the presentation of the Watchlist Afghanistan report’s findings and recommendations at high-level meetings and public events.

Greater New York City Area

• Oversaw the success of social and economic re-integration programs for at-risk and disadvantaged youth and adolescents at two comprehensive community based sites managing a budget of $500,000 USD, a staff of 60 and a student enrollment of 200 youth; programs addressed and advocated for the social, academic, professional and physical development of each child through comprehensive program and case management support strategies.• Ensured all grant and contract activities were carried out in accordance with the approved budget and program proposal within the guidelines provided by the funding organization/agency.

Greater New York City Area

• Analyzed and researched academic and policy literature on international migration and the consequences of remittances in order to highlight emerging human rights and humanitarian issues affecting women and children with recommendations for state based legislative reform; Findings and recommendations were included in Fall/Winter ’08-’09 UNICEF Briefs on South Africa, Jamaica, Ecuador, Albania and Peru.• Supported the Migration Policy Specialist in facilitating and managing the strategic planning and presentation of key statistical findings, information and policy literature on the effect of international migration and remittances on women, children and adolescents at the 2008 Global Forum on Migration and Development in Manila, The Philippines.

Rio De Janeiro Area, Brazil

• Conducted detailed research for a project which aimed to develop local level policy for the disarmament, demobilization and reintegration (ddr) of children and youth in organized armed violence and situations of conflict and post conflict in Brazilian favelas. • Oversaw the monitoring and evaluation of a community based ddr program in the Rocinha favela managing a budget of 25,000 BRL, a staff of 25 and a student enrollment of 50 youth.

• Designed, conducted and supervised research on human development in emerging market economies. • Assisted government staff in costing education and other social sector programs in the 49 Least Developed Countries (LDCS) through inter-agency missions in order to highlight gaps in funding and progress.

Master Of International Affairs, International Communications

Activities and Societies: Latin American Student Association; Human Rights Working Group

Post Graduate Degree In Romance Languages, Romance Languages, Literatures, And Linguistics

Bachelor Of Science (B.S.), Pre-Law Studies

Activities and Societies: Cycling, Track and Field, Latin American Student Association, United Nations Student Association

Education record