Silverfish expands marketing team

Silverfish UK – distributor of Mondraker, Race Face, Yeti, EVOC and Knog amongst others – has now completed a full restructure and expansion of its marketing team following the appointment of Richard Schofield as Marketing Manager last September.

Silverfish general manager Matthew Osborne said “This year sees us bring together the strands of our successful marketing approaches of the past with some new innovations. We have some of the most exciting brands in the industry so fuelling the buzz for our products with consumers is just one of the ways we want to support our retail customers.

“Likewise, on the back of a pilot project last year we are investing in an extensive retail marketing support programme to help our customers drive sell through. All of this will be complemented by the launch our new B2B website which will bring a host of improvements for our customers but more on this later."

Antonio Fiore will take up the role of retail marketing manager having spent the past four years as a key member of the internal sales team; prior to this Fiore worked in a number of bike shops. His focus will be on supporting retailers with communication, in-store marketing and with the visual merchandising and POS project.

Alex Jones joins Silverfish in a new role as social and digital marketing assistant. Until recently, Jones was running his own online cycling retail and distribution business. He’s now decided to put that to one side and to bring the skills he’s built up to help Silverfish grow its capabilities in particularly across social media and email.

Prior to his work in the cycling market, Jones had a successful motorsport career having risen up through karting, Formula Ford and culminating in racing Indy Lights in the USA. He has now turned that competitive focus to cycling and holds a CAT 1 racing licence.

Gemma Goshawk joined Silverfish at the end of last year in the role of website administrator, a key role as the business finalises work on a new website to better serve B2B customers and to promote its brands to UK consumers. 

The new arrivals will join tech support manager Raul Walker who runs the expanding demo fleet and event support programme and media and PR manager Pete Drew.

Drew now leads all of Silverfish’s consumer facing media and marketing activities across the Silverfish brands, acting as the main point of contact for consumer media relationships, as well as managing consumer communication across all channels aimed at the end users and working to help raise awareness and increase demand.