A unique team blending decades of cycling expertise with international bike industry relationships and blue chip agency experience

Rachael Burnside

Rachael Burnside

Head of Marketing and Growth

Rachael Burnside

Rachael Burnside

Head of Marketing and Growth

With more than a decade’s experience leading multi-channel campaigns at advertising agencies across sport, automotive and the public sector, Rachael's specialism is in digital marketing with expertise in e-commerce. At SHIFT, Rachael oversees various client accounts, including Rapha, fizik, Cotswold Outdoor, Runners Need, and Snow & Rock. Rachael also spearheads the marketing function of the business, strategically expanding SHIFT's profile and business, growing the brand - and leading the charge in promoting the Rider Research Hub. Rachael is also the founder of Uplift - The Women in Cycling Industry Mentorship Programme. All whilst being an avid road cyclist and commuter.

James Dando

James Dando

Business Director

James Dando

James Dando

Business Director

James has a unique media, agency and tri-sports experience spanning more than 15 years – which includes production roles within the BBC and C4, management roles with international publishers and leading award-winning media campaigns, sponsorships and global activations for major brands and products. And as a five-time Ironman he knows the passion of competition and the value of putting in the hard miles.

Simon Brace

Simon Brace

Business Director

Simon Brace

Simon Brace

Business Director

Having started out at the UK's largest and most awarded ad agency, AMV.BBDO, Simon cut his teeth on major brands such as BT, Mars and Gillette. Moving to Bristol, he widened his expertise to Digital and CRM, developing campaigns for PepsiCo and Danone before joining SHIFT, following his sporting passions: cycling and running. A GBR-age grouper, Simon placed 5th in the 2019 Long Distance Duathlon World Champs.

Tom Pinnegar

Tom Pinnegar

Account Director

Tom Pinnegar

Tom Pinnegar

Account Director

After starting his career at Havas Media 8 years ago, Tom has developed as an account manager specialising in digital planning and buying both in the UK and in Australia. Having worked closely with brands such as Subway, Volvo and New Balance, Tom combines considerable experience with a passion for sports marketing that's fueled by a love for both triathlon and hockey.

Lucy Rickett

Lucy Rickett

Account Director

Lucy Rickett

Lucy Rickett

Account Director

Lucy is an experienced agency account manager who has spent more than half a decade working in creative agencies to develop integrated creative campaigns for clients including; British Airways, Tesco, Movember, England Cricket, the FA and London Pulse. Most recently, she returned from Paris where she worked across the global Garnier account. Away from work, Lucy is an ex-netballer who discovered a love for two wheels after getting into triathlons.

Kirstin Bamford

Kirstin Bamford

Account Executive

Kirstin Bamford

Kirstin Bamford

Account Executive

Kirstin joins SHIFT having worked as a Solicitor at a leading Edinburgh law firm. A former international horse rider, Kirstin is now a keen GBR-age group triathlete and loves all things swim-bike-run. Her client-orientated legal background combined with her understanding of performance sport brings a unique perspective to the Account Management team.

Alexiane Salimon

Alexiane Salimon

Account Director

Alexiane Salimon

Alexiane Salimon

Account Director

With six years of experience in account management, managing diverse client portfolios at a top media agency in Manchester, Alexiane brings expertise in media planning and strategic campaign management, steering campaigns for renowned brands, like Victorian Plumbing, Vita Coco, Manchester City FC and Samsonite. In addition to her daily commutes, her passion for cycling extends to adventures, such as cycling to Paris and conquering the iconic Sa Calobra.