USA Cycling names Rob Borland as chief marketing officer
In this role, Borland will be responsible for delivering the brand, marketing and commercial sponsorship strategies that will help propel USA Cycling toward its mission to achieve sustained success in international cycling competition and grow competitive cycling in America.
“The sport of cycling has enjoyed explosive growth over the past several years,” said USA Cycling President and CEO Steve Johnson. “At a time when we are working closely with our stakeholders to define the USA Cycling brand and develop new strategic partnerships, Rob brings an incredible wealth of brand development and marketing experience to the team.”
A native of the United Kingdom, Borland brings over 20 years experience growing businesses and building brands in consumer goods in the U.K., Europe, Asia and the U.S. He was the chief marketing officer for Molson Coors International business, based in Denver and also served in other senior marketing and commercial roles in the U.S., Europe and Asia since joining the company in 1998. Prior to his CMO role at Molson Coors, Borland was the Coors Light brand director in the U.S. where he re-positioned the brand and launched the award-winning Silver Bullet Train creative that has helped Coors Light achieve seven years of continued growth, surpassing Budweiser in 2011.
“I am very excited to join USA Cycling and work with the organization’s members, its staff and many stakeholders across the sport to help make America the most successful country in the world of competitive cycling,” Borland said. “There is a great depth of talent and passion across the established disciplines of the sport and these are the most powerful assets we have to achieve competitive success and build strong and sustainable growth for the sport and for USA Cycling. There are also many new ideas and innovations that are emerging – these represent great opportunities for additional growth, to attract new riders and create future champions. My goal is to harness this passion, talent and innovation, and bring it to life as we develop the USA Cycling brand.”
Borland has lived in the U.S. since 2004 and resides with his wife and three children in Evergreen, Colo. He is an avid mountain biker, runner and skier. Borland started in his new position with USA Cycling on Feb. 19.
###Colorado Springs, Colo. (February 22, 2013) – USA Cycling is pleased to announce the hiring of Rob Borland as the organization’s chief marketing officer.
This Article Updated February 22, 2013 @ 03:37 PM For more information contact: