COLORADO SPRINGS, Colo. (BRAIN) — Guillermo Rojas has joined USA Cycling as director of marketing and communications. Rojas has more than two decades of sports, brand and event experience, including several years working in the Olympic movement and cycling.
"Guillermo is a great addition to the USA Cycling team, and he joins us in a critical area of our business and at a key time as Tokyo 2020 approaches," said Fad Hama, USA Cycling's chief marketing and sales officer. "Guillermo's background and experience are a great fit — with his deep expertise in the Olympic movement from his tenure at the U.S. Olympic Committee, his experience with working with national governing bodies, and more recently, working in cycling, including leading media operations for top U.S. races. Plus, the fact that he is a passionate cyclist makes him an even better fit for the team."
Rojas will develop and implement a comprehensive marketing and communications strategy across event services, membership, elite athletics and racing operations —overseeing brand marketing, digital marketing, social media, PR and media strategy, USA Cycling stated. He joins USA Cycling from TORRE Consulting, a company he founded.
"This is an exciting time to join the USA Cycling team with so many opportunities for growth in the sport of cycling and with the Tokyo 2020 Olympic Games on the horizon," Rojas said. "I'm looking forward to working with members, athletes, staff, sponsors and all of our stakeholders to both build awareness of a sport I love and to help athletes at all levels achieve success."
