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Steve’s breakdown: Specialized is truly a global bike company with a massive distribution system that the new guy is going to head up. There’s probably no advertising but if you have an awesome production department with global capabilities, give him a call.
MORGAN HILL, CA: Specialized has hired Steve Francisco for the newly-created role of chief marketing officer, overseeing the operation of the Specialized Global Marketing Group.
“We created this position to bring all of Specialized’s marketing efforts into alignment, and elevate how our Global Marketing group works with the rest of the company. Steve is the perfect fit,” said Specialized president Mike Sinyard. “Our marketing team has been doing an awesome job, and with Steve’s guidance, they’ll drive riders to the Specialized brand better than ever, which means increased traffic and sales for our dealers.”
Before coming to Specialized, Francisco held the post of chief executive of Jager Di Paola Kemp Design (JDK), where he worked extensively on product, marketing and branding initiatives in the bike industry and, in particular, led the creative team on SRAM’s Make the Leap and XX launches. He has also led creative teams for clients such as Burton Snowboards, Microsoft Xbox, Nike, Roxy, and Black Diamond and has extensive senior management and leadership experience.
“I’ve been riding and racing bikes for most of my life, and I’m really excited to play a major role in ensuring the success of the brand, our products, and the dealers who sell them every day,” Francisco said. “Being as passionate about riding as I am helps me truly understand the needs of riders. This passion is shared with every employee at Specialized, and shapes everything we do.”
