Jimmy Archer

Jimmy Archer
Digital Media, Marketing, and Brand Consultant | Founder/Editor at DirtTRI.com | Elite Endurance Coach/Athlete
jimmyarcherracing@gmail.com

Summary
I am truly passionate about digital marketing, media, and brand development. As an early adopter I enjoy understanding and discovering future trends in new media. I have 20 years of experience and success across all digital media, social media, and marketing platforms. I have worked with both large global corporations and small startups, including a few of my own.

Experience
DirtTRI.com
Founder/Editor

January 2015 – Present

Off-road triathlon is the fastest growing segment of triathlon with huge potential for the future.

DirtTRI.com is the world’s only media outlet dedicated exclusively to off-road multisport. As the global leader in promotion and advocacy of off-road triathlon and multisport, DirtTRI is positioned to have a significant influence on the future development of this exciting segment of participant sport.

Jimmy Archer Racing
Owner/Coach

January 2000 – Present

As a professional endurance sport coach and consultant I work with all levels of ability and am committed to one on one personalized program design.

In my coaching I make use of:

–          Program design and goal planning

–          Technique, stride, stroke analysis and refinement

–          Data analysis

–          Power profiling

–          Equipment selection

–          Race or performance strategy

–          And true individualized progress assessment and consultation.

Media/Marketing Consultant
Freelance Digital Marketing Consultant at Freelance Digital Marketing

June 2001 – Present

As a digital media and marketing consultant I have worked with various small to medium sized brands as well as professional athletes. My focus has primarily included endurance sport, brewing/distilling, real estate, and architecture. As a consultant I work closely with clients to understand their brand’s goals and develop and implement a successful digital media and marketing strategy.

Effective digital media and marketing requires a wide range of skills implemented across various channels. My skills include:

–          Deep understanding and early adopter of all digital media channels.

–          Skilled in all aspects of digital media production: content marketing, copy writing, technical writing, creative writing, editing, publishing, and back end maintenance.

–          Expertise in digital advertising including: campaign strategy, design and management, audience analysis/understanding, A:B testing, SEO, and campaign tracking.

–          Experienced freelance writer specializing in sport, travel, health/fitness, event coverage, and technical writing.

–          Editorial experience at Inside Triathlon Magazine and 303triathlon.com

–          18 years PR, Social Media, Digital Media, and Copywriting for various companies in triathlon, running, cycling, swimming, and skiing industries.

–          Technical writer for Los Alamos National Lab

–          Frequent contributor to Skiing, GQ, Outside, Triathlete, Inside Triathlon, and Competitor magazines as well as numerous websites.

Jimmy Archer Racing
Pro Triathlete

May 1999 – Present

As a professional athlete I’ve always tried to bring something unique to my brand. Obviously the primary goal is to race fast and win. However, as an athlete in a participation driven sport I believe I need to go beyond simply wearing a logo and Tweeting my best workouts.

We are lucky to have a myriad of new media options to explore. With these tools we can communicate so much more than the athletes of only a few years ago. Thus, I have always been an early adopter of any tech or tool I can use to better promote my brand, my sponsors, and my sport.

In addition to this I am a key influencer via new and traditional media, camps, clinics, and in person interaction. Further, I make use of my expertise and experience to help promote and grow my sports by freelance writing, volunteering to USA Triathlon, ITU, USOC, and IOC.

LEOMO Inc.
Director Of Communications

February 2017 – September 2017

As Director of Communications to a wearable tech company focused on real-time motion analysis I managed all social media, PR, media relations, digital marketing, and internal communications.

Beyond Communications I was in charge of partner relations. I also handled property acquisitions, contract management, and project management of the design and build of LEOMO North American headquarters in Boulder, CO in cooperation with HDR Archtecture.

Boulder Nordic Sport
Online Store Manager, Webmaster, Social Media/PR Manager

2012 – March 2015

I managed all aspects of online sales at bouldernordicsport.com including:

–          Site design and development using ASP.NET

–          Inventory management using MS office and Adobe Photoshop

–          Copy and technical writing for all products and services offered by our shop. (Nordic skiing is actually a highly technical sport with hundreds of waxing products and techniques for any condition imaginable as well as intricate base grinding practices using highly technical equipment.)

–          Managed Online Presence

–          Brand development and partnerships with events and media outlets.

–          Social media/ PR

–          Info-media dealing with ski product

–          Customer service and technical service

–          Training, racing, and industry news.

303Triathlon.com
Editor

March 2012 – August 2012

While at 303triathlon I created, edited, and managed all content for the site with the specific goal of growing the site to match the size and scope of its regionally popular sister site, 303cycling. In addition I also managed the back end coding and design of the site within the Drupal CMS.

Specialized Bicycle Components
PR/Media Contributor, Professional Athlete

February 2007 – December 2011

I was in charge of Triathlon content to iamspecialized.com. I created content around athlete insights, interviews, editorial, and race coverage for all Specialized pro triathletes as well as all content pertaining to product advances and announcements within the Specialized Bicycles triathlon segment. I also tracked social media and implemented effective social media marketing and promotions around iamspecialized.com original content.

As a sponsored pro athlete I represented Specialized at races, clinics, and training camps globally including, the USA, Canada, Japan, Denmark, Spain, England, Mexico, and The Netherlands.

Colorado Athletic Club
Computrainer Studio Manager/Personal Trainer

December 2009 – October 2010

I literally built the Computrainer cycling studio from the ground up at Colorado Athletic Club-Boulder as well as personal training. My main objective was to bring high tech indoor cycling to main stream fitness centers. In short, there is a much much better way to ride indoors than simply “spinning”.

Without Limits Racing Pro Triathlon Team
Founder, Director, PR/Media Manager

August 2007 – September 2009

The sport of triathlon is ripe for a complete restructuring of the professional aspect of the sport, Without Limits Racing was my attempt to do just that.

Our goal was to create a system that would allow athletes the freedom and financial support to train as they need to in order to win on the international and Olympic level while also creating a much better platform than currently exists for sponsors and partners to communicate their message.

Without Limits Racing consisted of athletes racing various disciplines of triathlon while activating the brand via a fully integrated multi-media platform using web, social media, video, pod casting, and in person events.

In short the idea was to meld performance, PR, and marketing in a way not previously seen in endurance sport.

Inside Triathlon Magazine
Magazine Editor at Inside Communications, Inc.

June 2006 – November 2008

I was in charge of everything related to InsideTriathlon.com. In charge of all writing, production, design, and budget, as well as website maintenance and development, as well as implementing social media activation and exploring what was a new frontier at the time.

Triathlete Magazine
Contributing Editor

2000 – 2008

Write tech, training, lifestyle articles as well as cover races and share first person race experience and articles.

City of Boulder
Personal Trainer

February 2003 – December 2005

–          Physiological/cardio-pulmonary testing of individuals and groups using graded exercise tests.

–          Personal training and exercise prescription.

–          Strength training facility supervision, instruction and maintenance.

–          Group exercise instruction.

–          Bike fitting

–          Running stride analysis.

–          Swim training and swim stroke analysis

Los Alamos National Laboratory
Exercise Physiologist, Ergonomics, Web Design, Web Development

August 1998 – October 1999

While at LANL I was in charge of the laboratory and county fire fighter fitness evaluation and testing program. The program consisted of conducting mandatory yearly fitness tests on all LANL and Los Alamos County fire fighters. In addition I conducted a mid-year test and prescribed fitness and nutrition plans in preparation for the annual test upon which continued fire fighter employment was based.

In addition to this I also managed work station ergonomics throughout LANL as well as leading group fitness classes. Lastly, I designed and created the LANL Wellness Center website and online class registration system.

Professional Athlete
USA Track & Field

1996 – 1999

Runner preparing for the Olympic trials focused on 3000m steeplechase but also running 1500m, 5000m, and cross country.

Education
University of Colorado Boulder
BA, Integrated Physiology, 1994 – 1996

Activities and Societies: I was a member of the track, cross country, and cycling teams. I was invited to work (as an undergrad) in the Graduate cardiac physiology lab running cardio-pulmonary fitness tests on Boulder County fire fighters as well as conducting various other physiology research tests.

Adams State College
Exercise Physiology, 1990 – 1994

Activities and Societies: Cross Country and Track teams.

Jimmy Archer
Digital Media, Marketing, and Brand Consultant | Founder/Editor at DirtTRI.com | Elite Endurance

Coach/Athlete

jimmyarcherracing@gmail.com