ROTOR appoints Lori Barrett as North American brand manager

ROTOR Bike Components has hired bicycle industry veteran, Lori Barrett, as North American Brand Manager.

Barrett’s professional history includes her tenure as National Sales Manager for Reynolds Cycling, as well as extensive experience as an independent sales representative and head of her own sales agency, representing brands such as Pivot Cycles, Pearl Izumi, and Skratch Labs.

She has also provided consulting services to help launch other brands in the sports/outdoor channel. As ROTOR’s North American brand manager, Barrett will be responsible for extending ROTOR’s presence in both the US and Canada, as well as overseeing business operations between North, Central, and South America.

"I’m excited to play a part in advancing ROTOR’s presence in the North American market," said Barrett. "Given my background of building cycling brands on a regional and national level, this new role is an opportunity to make a real contribution to ROTOR’s global growth strategy.

Barrett’s introduction to the cycling industry came through her work with Clif Bar in Texas, where she led marketing and sponsorship efforts. She also lived a double life as an elite racer outside of office hours and, as her team’s director, she worked just as hard scoring sponsorship as she did scoring team victories. She is no stranger to strategizing and setting up for the win both on and off the bike.

“A CEO`s main job is about building the team and finding the right people; I really feel this is a good example,” said José Manuel Banqueri, CEO for ROTOR. “Lori brings proven sales and marketing experience and a strong customer service orientation to ROTOR America where her skills will be essential to increasing brand awareness.”