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, runner and has commuted by bike for 9 years.

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James Dando

Business Director

James has a media career spanning 20 years, with roles in production at the BBC, international publishing companies, and for the last 10+ years, on the agency side, supporting SHIFT’s existing clients while onboarding new ones. James takes the lead on several of SHIFT’s clients, particularly where larger production and/or creative output is required. He is also responsible for directing the recruitment and onboarding of new clients to the agency, ensuring that both SHIFT and the client are set up for long-term success. As a five-time Ironman, James isn’t afraid to commit to something, but he enjoys a variety of pastimes, including CrossFit, trail running with his daughter, walks with the family, and the occasional camping trip.

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Simon Brace

Business Director

With 25 years in marketing communications, Simon started out at AMV.BBDO and progressed to board-level responsibilities at agencies covering nearly every discipline. From Mars to PepsiCo to Danone, Simon primarily led FMCG clients until he landed at SHIFT, where his sporting passions lie in cycling. Simon heads up teams managing various global macro communications for a variety of exciting and leading brands, including Giant, Zwift, Continental, Pinarello, and Classified. Simon is a competitive duathlete: current British Champion, bronze medalist at the World Long-Distance (2022), and bronze medalist at the European Middle-Distance (2024). He is also a Trustee and writes the newsletter for Team Bath AC.

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Tom Pinnegar

Account Director

Tom has been working agency-side for the past 7 years, starting as a media planner and buyer in Melbourne, supporting automotive, home builder, and fashion clients. Since moving back to the UK, he has transitioned into client service, leading multidisciplinary project teams to deliver integrated campaigns for sporting clients, where his passion lies. At SHIFT, Tom leads several accounts, including Zwift, CADEX, Factor, and Continental. Tom is a keen multisport athlete, having taken part in an Ironman, ultramarathon, and adventure race events. Where possible, these include his dog!

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Lucy Rickett

Account Director

Lucy is an experienced agency account director who has spent more than six years working in creative agencies to develop integrated creative campaigns for clients including British Airways, Tesco, Movember, England Cricket, and the FA. Most recently, she returned from Paris, where she worked across the global Garnier account. Lucy has now turned her marketing expertise to the world of sport, where her passion lies. At SHIFT, Lucy is responsible for end-to-end client and campaign management across six of our key clients, including Rapha, British Cycling, fizik, LOOK, Bosch, and Deuter. Her experience across media, creative, social, PR, and content allows Lucy to collaborate with all teams across the business to deliver success for clients. A keen roadie, triathlete, surfer, and runner, Lucy has completed Ironman 70.3 and run the length of Cornwall. She is passionate about all things women's sport and is part of the Sports Industry Group NextGen Leaders programme for 2024.

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Heather Mckay

Account Executive

Heather joined the account management team at SHIFT after completing a digital marketing apprenticeship while working at a wine and cocktail bar. Heather worked to promote the business digitally whilst managing the socia media account too. She first joined SHIFT for work experience during her course and returned full-time shortly after as an account executive. As a nature lover, Heather enjoys running and being outdoors whenever possible. She loves a cold winter hike and is always up for a team sport. She recently bought her first gravel bike, and is quickly staring to love it! Heather has a strong passion for art and design, often spending her free time learning new techniques or exploring creative projects.

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Kirstin Bamford

Account Manager

Kirstin joined SHIFT in January 2023, having previously worked as a Solicitor at a leading Edinburgh law firm. Her client-oriented background, combined with her passion for sport, brings a unique perspective to the Account Management team. Kirstin works closely with the PR, Paid Media, Creative, and Content Services teams, playing a key role in maintaining client relationships and ensuring the successful execution of campaigns. Kirstin has a strong background in competitive sports, having grown up as a keen runner and competing internationally in three-day eventing (horse riding). Driven by her love for a challenge, her main interests are now triathlon and cycling.

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