Rachael leverages nearly fifteen years of agency experience to lead earned media strategy for SHIFT’s full roster of brands. She is a specialist in navigating the intersection of traditional PR, social influence, and emerging technology. Passionate about industry equity, Rachael founded the Uplift Mentorship Programme to champion and support women in the cycling industry. When she isn't leading a team of PR and Social practitioners, she’s likely on her bike, either commuting or hitting the open road or travelling the world.