KOBLENZ, Germany (BRAIN) — Canyon Bicycles has hired Frank Aldorf as global chief brand officer, a new role created to support its growing global consumer base. The German consumer-direct brand said it’s experienced fast-paced expansion, especially in Europe.
Aldorf will lead brand development and manage all brand initiatives, as well as oversee existing relationships with agency partners.
Aldorf, 39, has more than a decade of experience in international brand leadership, developing integrated and digital marketing programs within the sports, tech and automotive industries.
In his most recent role, Aldorf served as chief brand officer for Specialized Bicycle Components, helping to build the brand and implement a more digital-first approach.
“Frank is a skilled, experienced and driven individual and we are excited to welcome him to the Canyon crew,” said Roman Arnold, CEO and founder of Canyon Bicycles. “An expert with a proven track record in authentic brand building, he knows the bike and sports industry and our consumer target inside-out. His strategic vision and creativity will be a great asset as we continue to position Canyon as a global technology brand with a passion for the sport of cycling.”
“Canyon is a brand that I have admired for many years and I am excited to join the team,” said Aldorf. “Canyon builds the most technologically advanced products. The team has very high standards in quality and craftsmanship and a passionate consumer base. This is an incredible opportunity to become part of one of the most progressive brands in the world and help take it to the next level."
Aldorf started with Canyon on Jan. 1 and reports to Arnold.