Industry News 6/28/2013

EMP: Backcountry.com Welcomes Adrian Montgomery as Director of Brand Marketing

Backcountry.com Welcomes Adrian Montgomery as Director of Brand Marketing
Press Release from Verde PR

PARK CITY, Utah (June 27, 2013) — Online specialty retailer of premium outdoor gear, Backcountry.com, is adding some marketing muscle to its team. Today, the online retailer announces the hiring of Adrian Montgomery as Director of Brand Marketing. With more than eight years of experience as marketing director at Scott USA in Ketchum, Idaho, Montgomery brings expertise and in-depth knowledge of brand communications and marketing strategy to Backcountry.com. Montgomery will begin his new post at the company’s Park City headquarters on July 11.

“We’re delighted to have Adrian join our team,” said Scott Ballantyne, CMO at Backcountry.com. “He not only brings the bicycle industry experience that we desired, but he also gets people who enjoy the outdoors. The bicycle business is a major part of our growth strategy and I’m confident that he can help us realize our goals.”

Well known in the cycling industry for his professionalism and infectious personality, Montgomery will coordinate and manage Backcountry.com’s internal and external brand communications strategy and provide public relations direction. Montgomery will work with the marketing team on athlete relations, campaign development, and brand messaging across the company’s outdoor and cycling business channels.

“I’m fired up to get started,” said Montgomery. “The growth potential for the bicycle business at Backcountry and Competitive Cyclist are tremendous and I’m really excited to implement marketing strategies targeted for e-commerce. The bike consumer has an appetite for a rich online shopping experience to research and compare products, however most brands cannot capture the sale. The capabilities Backcountry possesses for delivering a finished bicycle product at the consumer’s doorstep, ready to ride, is powerful. I’m also thrilled to help connect people to their outdoor passions, and I’m definitely an enthusiast of many outdoor activities outside of cycling.”

To contact Adrian Montgomery, email him at: amontgomery@backcountry.com.

For more about Backcountry.com, visit: www.backcountry.com.

About Backcountry.com
Backcountry.com is the largest online specialty retailer of premium outdoor gear. We create remarkable customer experiences on all fronts — through the quality and breadth of our product, the ease of use of our site, the knowledge and empowered service of our gearheads, the lightning speed of our fulfillment, and the shared gear knowledge of our Community. Backcountry.com, Inc. operates seven specialty stores: Backcountry.com, Dogfunk.com, Competitive Cyclist, SteepandCheap.com, WhiskeyMilitia.com, Chainlove.com, and DepartmentofGoods.com. Backcountry.com is a controlled subsidiary of Liberty Media Corporation attributed to the Liberty Interactive Group (Nasdaq: LINTA, LINTB).