Beginning February 14th, Elayna Caldwell will fill the newly created position of Interbike marketing director.
Rich Kelly has been promoted from marketing manager to brand and communications director. He will also manage the efforts of external media partners SOAR Communications of the US and InMotionMar.com of Germany to continue to deliver a global buying base and media audience at Interbike.
"You always want to surround yourself with great people," said Andy Tompkins, show director of Interbike.
"As we look toward the 30th edition of Interbike in 2011, the addition of Elayna and expanding Rich's role, I believe we have the right team to understand what the industry needs and the skill sets to deliver a successful and dynamic event and marketing opportunity for the bicycle industry."
Caldwell previously held marketing positions at Fox Racing Shox and NHS skateboards. She also sits on the IMBA Board of Directors and the NorCal High School Mountain Bike League.
"Throughout my career I have directed the efforts of trade and consumer shows all over the globe," said Caldwell.
"The opportunity to combine my professional experience with bicycles, one of my personal passions, is a unique and exciting opportunity. I look forward to working with retailers and exhibitors to produce Interbike trade events that best meet their business needs."
Kelly had been marketing manager at Interbike for five years. A statement from Interbike said his new role will "allow him to enhance Interbike's connection and place in the industry through a variety of social media outreach, extensive travel to meet with retailers, manufacturers and distributors, and developing new partnerships and innovative extensions of the show."
Kelly said: "Every year I leave Interbike exhausted yet incredibly energized about our role in the bike industry. There is no shortage of ideas for new ways to help the industry be successful. "I'm proud and excited to take on my expanded role here and to work with Andy, Elayna, the entire Interbike team and the industry to build on the work we do to promote cycling even more."