COLORADO SPRINGS, Colo. – USA Cycling announced today that Guillermo Rojas has joined the organization as Director of Marketing and Communications. Rojas brings more than two decades of sports, brand and event experience to the role, including several years working in the Olympic movement and the sport of cycling. He officially begins with USA Cycling on Monday, July 2, 2018.
“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 Fuad Hamza, 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.”
In the position, Rojas will work closely with the extended USA Cycling teams to develop and implement a comprehensive marketing and communications strategy across event services, membership, elite athletics and racing operations. He will oversee brand marketing, digital marketing, social media, public relations and media strategy, as well as guide consumer research and manage agencies.
Rojas joins USA Cycling from TORRE Consulting, the company he founded. With TORRE, he directed significant work in the Olympic space through the development and management of KT Tape’s Olympic activation across multiple U.S. national governing bodies and elite athletes. Under his guidance, TORRE also led media operations through three editions of the Amgen Tour of California, plus additional cycling events.
Rojas’s Olympic experience spans more than 14 years and includes working with the U.S. Olympic Committee and USA Swimming, as well as agency event and marketing programs. He also worked with the New York City Marathon/New York Road Runners.
“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,” said Rojas. “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.”
