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Aitor Otxoa Fernandez, new Sports Marketing Manager at Orbea


Spanish bike firm Orbea has created a new role – Sports Marketing Manager, which will be filled by Aitor Otxoa Fernández. The objectives of this new position are to ‘promote the development of the most technological and advanced products, promote communication so customers can know and understand the data behind the innovation and, finally, to boost sponsorships throughout [Orbea’s] commercial network.’

As Sports Marketing Manager, Aitor will take part in the initial stages of product development with Orbea’s teams and ambassadors, taking into account their opinions and feedback for product development.

“The Sports Marketing Manager is a facilitator for contact between Orbea and our teams, ambassadors and product developers in all categories in every category,” explained Aitor Otxoa Fernández.

In turn, he will also have the job of connecting content developers with teams and riders. This will enable Orbea to ‘put feelings and emotions to the innovation data, in addition to supporting the communications teams of our groups.’

Finally, Aitor will be in charge of activating the different sponsorships with Orbea’s commercial network, taking into account the needs of different dealers, importers and sales staff. This way, the company aims to make the most of its efforts to add value to its dealer network.

‘One example would be helping out at demo events to have a professional on hand to validate the technical features of the product.’

“It’s time to take the step up to a new position in the marketing department, contributing value in another area of Orbea. I have no shortage of enthusiasm and passion,” added Aitor about his new role.

Orbea is part of the Mondragón Cooperative Corporation and is Spain’s largest bicycle operator. Orbea bike frames are manufactured in Asia and finished in Spain – with the brand shipped worldwide.

In 2011, Orbea further cemented its relationship with Orca – the wetsuit and apparel tri brand. Heralding from New Zealand, Orca is part of the Orbea family – with Orbea and Orca reaching an agreement in 2011 for Spanish Orbea to acquire Orca’s ‘operation rights in the triathlon and compression area.’ This deal gave Orbea global rights to the Orca brand, following ‘four years of fruitful relations’ between the two companies.



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