A decade-plus finding the story. Always building the system around it.
Outdoor and adventure marketing, at every scale.
Right now I'm Head of Marketing, Events and Partnerships at The Line Bike Experience in North Bend, Washington. I built the marketing function there — strategy, content, events, partnerships, hiring, the whole thing. What started as a bike shop at the base of Mt. Si has grown into something a lot bigger than a bike shop, and I've been building the marketing operation to match.
Before The Line, I spent four years at Vail Resorts across Colorado and Washington, moving from Content Specialist to Senior Specialist to Manager. I worked on brand marketing at Keystone and Stevens Pass, led guest-facing brand voice, managed vendor relationships for multi-year campaigns, and led Vail's first enterprise-wide digital asset management rollout across 39+ resorts. That's where I learned how to make creative work move through big systems without losing what made it good.
After Vail I went to Oru Kayak as their Marketing Content and E-Commerce Manager. Smaller team, faster pace, full ownership. I doubled on-site conversion, launched 20+ products end to end, and built out their ambassador and brand partner programs. That was where I stopped thinking about strategy and execution as separate things.
Running alongside all of it: Hello Alex Garcia LLC, my independent consultancy since 2017. Most notably two seasons of contracted PR and marketing for the Freeride World Tour, supporting US media strategy heading into freeride's Olympic debut. I take on select projects for outdoor, adventure, and action sports brands where there's a real story worth telling and the work to match.
The through-line is pretty simple. Find the human story, then build the program and the infrastructure to keep telling it. The scale changes. The approach doesn't.
The rest of the picture.
I grew up in Colorado and spent most of my early career there — ski resorts, mountain towns, high desert road trips, the whole thing. Moving to the PNW a few years ago felt like trading one kind of mountain obsession for another. Different trees, different trails, different rain. I adapted quickly.
I ride bikes. Mountain bikes mostly, though gravel has been pulling me in. Running The Line means I'm around bikes constantly, which has the convenient side effect of making me genuinely better at the job. I also shoot a lot of photography — mostly outdoors, mostly on trips, occasionally from inside a hammock in a stand of aspens.
I summited Mt. Rainier in 2024. That climb meant more to me than I could explain cleanly on the internet, so I'll just say it was one of those things that changes how you think about what you're capable of.
I live just outside Seattle with my partner and four rescue animals. The animals did not come quietly or easily. They came from highways, from shelters, from a ten-hour drive home with two puppies who had never been in a car before. They have a yard now. It took a while to get there.