Berria Bikes
Fractional Marketing Director
Building a marketing organisation capable of supporting long-term growth.
When I joined Berria, the company wasn’t looking for someone to manage campaigns. They needed to build an entire marketing function.
There was no established team, no operating model and no structured way of translating the company’s brand ambition into consistent execution.
The objective was simple but ambitious: create the marketing organisation the business needed for its next stage of growth.
Berria Bikes
Fractional Marketing Director
Building a marketing organisation capable of supporting long-term growth.
When I joined Berria, the company wasn’t looking for someone to manage campaigns. They needed to build an entire marketing function.
There was no established team, no operating model and no structured way of translating the company’s brand ambition into consistent execution.
The objective was simple but ambitious: create the marketing organisation the business needed for its next stage of growth.
Berria Bikes
Fractional Marketing Director
Building a marketing organisation capable of supporting long-term growth.
When I joined Berria, the company wasn’t looking for someone to manage campaigns. They needed to build an entire marketing function.
There was no established team, no operating model and no structured way of translating the company’s brand ambition into consistent execution.
The objective was simple but ambitious: create the marketing organisation the business needed for its next stage of growth.
The Challenge
01
01
01
The problem wasn\’t defining where the brand wanted to go. The problem was building the organisation capable of making that vision happen.
The problem wasn\’t defining where the brand wanted to go. The problem was building the organisation capable of making that vision happen.
The problem wasn\’t defining where the brand wanted to go. The problem was building the organisation capable of making that vision happen.
The company already had a clear brand strategy. That part was settled.
The company already had a clear brand strategy. That part was settled.
Marketing lacked structure. There were no clear processes, no planning methodology and no operating rhythm. No modern project management. No integrated marketing programmes.
The challenge was to transform strategy into execution — to build the organisational capability the brand needed to compete seriously.
Marketing lacked structure. There were no clear processes, no planning methodology and no operating rhythm. No modern project management. No integrated marketing programmes.
The challenge was to transform strategy into execution — to build the organisational capability the brand needed to compete seriously.
The Approach
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02
Everything started with a three-year strategic plan. Then we built the function, one layer at a time.
Everything started with a three-year strategic plan. Then we built the function, one layer at a time.
Everything started with a three-year strategic plan. Then we built the function, one layer at a time.
The plan connected business objectives with day-to-day marketing execution — giving the team a shared direction and a structured way to prioritise work.
From that foundation, the marketing function was built step by step. Not as isolated projects, but as connected chapters of one transformation story.
The plan connected business objectives with day-to-day marketing execution — giving the team a shared direction and a structured way to prioritise work.
From that foundation, the marketing function was built step by step. Not as isolated projects, but as connected chapters of one transformation story.
01
Team & Structure
Team & Structure
Creating the marketing team from scratch — defining roles, responsibilities and the operating model needed to execute at scale.
Creating the marketing team from scratch — defining roles, responsibilities and the operating model needed to execute at scale.
02
Marketing Operating System
Marketing Operating System
Developing the company\’s central marketing operating system — bringing structure, visibility and accountability to every campaign and project.
Developing the company\’s central marketing operating system — bringing structure, visibility and accountability to every campaign and project.
03
Content Strategy
Content Strategy
Developing a structured content strategy with communication pillars, publishing priorities and channel governance — giving the brand a consistent editorial voice.
Developing a structured content strategy with communication pillars, publishing priorities and channel governance — giving the brand a consistent editorial voice.
04
Campaign Planning & Go-To-Market
Campaign Planning & Go-To-Market
Establishing a campaign planning methodology and introducing Go-To-Market processes for product launches — turning launches into coordinated, multi-channel moments.
Establishing a campaign planning methodology and introducing Go-To-Market processes for product launches — turning launches into coordinated, multi-channel moments.
05
Retailer Marketing & Demo Tour
Retailer Marketing & Demo Tour
Building retailer marketing programmes that helped stores activate the brand locally. Creating Demo Tour from the ground up — including processes, technology and execution.
Building retailer marketing programmes that helped stores activate the brand locally. Creating Demo Tour from the ground up — including processes, technology and execution.
06
BRCC & Community
BRCC & Community
Launching BRCC as a community platform centred around social rides and flagship retailers — connecting the brand to real riders in real places.
Launching BRCC as a community platform centred around social rides and flagship retailers — connecting the brand to real riders in real places.
07
Squadra Berria
Squadra Berria
Designing Squadra Berria to strengthen the brand\’s presence in the growing gravel segment — creating maximum impact with a limited budget through smart, community-led marketing.
Designing Squadra Berria to strengthen the brand\’s presence in the growing gravel segment — creating maximum impact with a limited budget through smart, community-led marketing.
08
Integrated Communication Strategy
Integrated Communication Strategy
Developing a coordinated communication plan across multiple channels — social media, email marketing and key sections of the website. The strategy adapted the message, tone of voice and content format to each channel while maintaining one consistent brand narrative. The objective was to ensure that every touchpoint reinforced the same positioning and supported the wider marketing strategy.
Developing a coordinated communication plan across multiple channels — social media, email marketing and key sections of the website. The strategy adapted the message, tone of voice and content format to each channel while maintaining one consistent brand narrative. The objective was to ensure that every touchpoint reinforced the same positioning and supported the wider marketing strategy.
The Transformation
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03
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How marketing evolved.
How marketing evolved.
How marketing evolved.
Before
Reactive.
Disconnected initiatives.
No operating model.
Limited coordination.
Reactive.
Disconnected initiatives.
No operating model.
Limited coordination.
After
Clear strategic direction.
Structured marketing organisation.
Consistent execution.
Integrated planning.
Retail activation programmes.
Community initiatives.
Modern launch methodology.
Clear strategic direction.
Structured marketing organisation.
Consistent execution.
Integrated planning.
Retail activation programmes.
Community initiatives.
Modern launch methodology.
The Results
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04
The numbers speak.
The numbers speak.
The numbers speak.
20%
20%
Overall business growth
Overall business growth
240%
240%
240%
Growth in the Gravel category
Growth in the Gravel category
30%
30%
Growth in Road
Growth in Road
Top 4
Top 4
Cycling brands in Spain
Cycling brands in Spain
The most valuable outcome wasn\’t a campaign or a launch. It was creating a marketing organisation capable of executing consistently, supporting retailers, launching products effectively and building long-term brand value.
The most valuable outcome wasn\’t a campaign or a launch. It was creating a marketing organisation capable of executing consistently, supporting retailers, launching products effectively and building long-term brand value.
Great marketing starts with the right operating system.
Great marketing starts with the right operating system.
Great marketing starts with the right operating system.
Contact
Ifyourmarketingfeelsfragmented,unclearorstuck,it’stimetobringstructure,directionandexecutionintoonesystemthatactuallydrivesgrowth.
Ifyourmarketingfeelsfragmented,unclearorstuck,it’stimetobringstructure,directionandexecutionintoonesystemthatactuallydrivesgrowth.
Ifyourmarketingfeelsfragmented,unclearorstuck,it’stimetobringstructure,directionandexecutionintoonesystemthatactuallydrivesgrowth.
Reach out today and you’ll get a clear plan, honest advice, and a team that cares about the outcome as much as you do. Whether you prefer a quick call or a simple email, getting started is easy.
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© 2025 Noora. All rights reserved.
© 2025 Noora. All rights reserved.