SHIFT Active Media has confirmed the appointment of Rachael Burnside to the newly combined role of Head of PR and Social. Burnside, who was previously Head of Marketing and Growth, will now lead the agency’s largest department, integrating PR, social media, and influencer activation.
Based in Bath, UK, the agency is consolidating these services to align them more closely with its paid media and creative teams. Burnside is already a member of the company’s Senior Management Team and manages accounts for brands such as Castelli, LOOK, and Deuter, as well as the Life Time Events off-road portfolio which includes UNBOUND Gravel.
In her expanded remit, Burnside will oversee the evolution of PR within the artificial intelligence landscape. According to proprietary data from the agency’s Rider Research Hub, 29% of international cycling enthusiasts already use AI tools to research and compare potential purchases.
Burnside also leads the agency’s Uplift initiative, a mentoring programme designed to connect experienced women leaders in the cycling industry with emerging talent. She succeeds Tom Foy, the former Head of PR, who has departed the business to return to a role in Formula 1.
Wayne Brown, Chief Executive Officer at SHIFT Active Media, said “Rachael has been a major force at SHIFT for many years. Beyond leading several of our highest–profile client relationships, she has been instrumental in growing the agency’s profile, as well as building vital industry connections.”
Rachael Burnside, Head of PR and Social at SHIFT Active Media, said “Having been part of the business for nearly a decade, I feel more excited than ever about the direction we’re already heading in, and I look forward to continuing to leverage my deep industry relationships and knowledge as part of this new remit.”
SHIFT Active Media is a UK-based marketing agency specialising in the cycling, outdoor, and active transport sectors. It provides services for international brands such as Zwift, Continental, and Wahoo.
