10+ years building strategy, content, and programs across industries and at every scale.
Experience across destination resorts, outdoor brands, action sports, and tourism. From enterprise-scale campaign systems to scrappy one-person launches. The approach has always been the same: own the strategy, execute the work, and build the infrastructure to sustain it.
More About Me
I set the strategy. I also set up the tent.
Vision to venue setup. Strategy to shovels. All of it, every time.
Head of Marketing, Events & Partnerships at The Line Bike Experience.
Available for select consulting work through Hello Alex Garcia LLC.
Science Meets Story
B.S. Advertising and B.A. Ecology & Evolutionary Biology from CU Boulder. Creative instinct, communication, and psychology meets scientific method, systems, and biology.
Cells, Not Chaos
Marketing calendars, campaign trackers, trip itineraries, packing lists. If it can live in a spreadsheet, I probably already have one for it.
Lifelong Learner
If you're the smartest person in the room, you're in the wrong room. A wise woman once told me to never stop being a beginner.
Sunrise Seeker
Early mornings aren't usually my thing. But a good sunrise, a summit, or a porch with a view? I'll set the alarm every time.
Storytelling & Editorial
- Brand voice
- Editorial standards
- Copywriting & editing
- Long-form content
- Press releases
Events & Partnerships
- Program design & launch
- Event production
- Partnership development
- Community building
- PR & media relations
Content Production
- Creative direction
- Photo & video
- Short-form video
- Brand campaigns
- DAM systems
Strategy & Ops
- Content strategy
- Campaign management
- Email marketing
- SEO
- Marketing operations
Tools & AI
- Adobe CS · Canva
- Squarespace · WordPress
- Asana · Monday.com
- Klaviyo · Mailchimp
- Claude · Claude Code
- AI workflow design
Enterprise scale, startup speed, and everything in between.
Head of Marketing, Events & Partnerships
Built the marketing function from scratch at an industry-disrupting outdoor startup, contributing to 170%+ YoY revenue growth. Own strategy, creative direction, production, and execution across every channel and initiative.
- Lead content production end to end: photography, video, copy, and creative direction across digital, email, in-store, and partner touchpoints.
- Design and drive a 25+ event annual program: community workshops, co-branded ride series, skills clinics, and regional race sponsorships.
- Built Trailbuildr, an internal AI-assisted marketing operations platform. In active daily use, staged for team rollout.
- Building a hospitality and tourism partnership program across three locations, with a fourth opening in 2026.
Founder & Consultant
Independent consultancy serving destination ski resorts, tourism boards, outdoor retailers, action sports organizations, and boutique hospitality brands.
- Freeride World Tour: contracted PR and marketing for two seasons, built all Klaviyo campaigns, drove US media pitching strategy ahead of freeride's Olympic debut.
- Vail Resorts: contracted brand QA across 39+ resorts and Epic Pass partners.
- Neptune Mountaineering and Ute Mountaineer: end-to-end content production including photography, social content, email campaigns, and campaign copy.
Marketing & E-Commerce Manager
- Doubled on-site conversion rate through targeted content and e-commerce strategy.
- Launched 20+ products end to end with full ownership of narrative, messaging, and production.
- Launched and scaled ambassador, creator, and brand partner programs.
- Designed segmented lifecycle email and SMS campaigns using audience analytics and behavioral data.
Manager, Brand Marketing
- Led brand voice and editorial execution across all guest-facing communications.
- Partnered with centralized Vail strategy teams to translate corporate brand direction into resort-specific messaging and guest experiences.
Senior Specialist, Brand Marketing
- Managed 30+ vendor relationships to produce multi-year brand campaigns at scale.
- Built and optimized lifecycle email programs across all customer segments and purchase stages.
Content Specialist, Brand Marketing
- Led Vail Resorts' first enterprise-wide DAM implementation across all resorts.
- Produced multimedia content across social and digital channels; supported large-scale event activations including Dew Tour.
Over the three years I've known Alex Garcia, I've seen her grow her marketing career immensely. She has the ability to apply a future-oriented lens to marketing strategy, ensuring planning and optimization have ROI over the long term. Alex is detail oriented, reliable and just an incredible personality to work with.
Alex developed and embodied the Keystone brand voice eloquently throughout all content marketing. She has demonstrated an incredible ability to collaborate with other departments because of her vast knowledge and commitment to a common goal. Alex is valuable in the areas of content marketing, idea development, and branding.
She is a brilliant marketer who is organized, creative, and strategic. She leads many of our weekly team meetings and does a phenomenal job keeping everyone on track, while also making space for creativity and feedback. Alex is always looking to expand her skill set.
Let's work together.
I take on select consulting projects in content strategy, creation, and process — from building the system to producing the work. If you have something worth building, I'd love to hear about it.
Get In Touch