Jordan Hukee has stepped up to the role of USA Marketing Manager at Orbea. Bringing over 25 years of bike industry experience, Hukee has worked with Orbea in some capacity for over 10 years. Starting with racing, wrenching and selling on shop floors in college, Jordan’s first collaboration with Orbea was designing web banners celebrating the TdF exploits of the Euskaltel-Euskadi team in 2005.
After several years of creative work and consulting on MTB strategies, Jordan became Orbea’s Global Creative Director in 2014. In 2017, as part of a company strategy called ‘Closer to You’, which focuses Orbea resources in local markets and regional actions, Jordan will add USA Marketing Manager to his collection of hats.
The growth of Orbea’s USA presence and ambitious sales goals are seen to require special attention and Jordan Hukee will be managing a variety of new visibility and sales support programs. He will continue with his Creative Director role in Spain providing product positioning input and helping with content and launch strategies.
“After working closely with our Spanish headquarters over the years, Jordan has a special perspective of Orbea and what makes us such a unique company,” said Orbea USA CEO and Global Sales Manager Gonzalo García de Salazar.
“We are happy to welcome Jordan to the Orbea USA team to contribute to what will surely be our most exciting chapter since we imported our first Orca frames to the USA in 2006.”
Orbea is part of the Mondragón Cooperative Corporation and is Spain’s largest bicycle operator. Orbea bike frames are finished in Spain – with the brand shipped worldwide.
In 2011, Orbea further cemented its relationship with Orca – the wetsuit and apparel tri brand. Heralding from New Zealand, Orca is part of the Orbea family – with Orbea and Orca reaching an agreement in 2011 for Spanish Orbea to acquire Orca’s ‘operation rights in the triathlon and compression area.’ This deal gave Orbea global rights to the Orca brand, following ‘four years of fruitful relations’ between the two companies.
