The project

Bell Built Trailbuilding Campaign


Position Bell Helmets as an enticing, unique and relatable brand in the mountain bike industry via a grant program which provided $100K to the winner to build a mountain bike trail in their community.






  • Analyzed previous campaign
  • Developed an innovative, new campaign
  • Managed and collaborated with key partners such as: IMBA, finalists, retailers, sales team and community members 
  • Sourced and managed key vendors: creative, video and project landing page developers
  • Organized and managed a trail building and photoshoot event for Bell employees and partners
  • Developed and executed a corresponding sales program to include a custom helmet and POP
  • Developed and managed a strategy for print and digital advertising 
  • Collaborated with key media to ensure coverage
  • Developed and executed a corresponding social media plan

Proven Results

The Bell Built Trailbuilding Campaign had almost 3x the engagement of previous years. The sales program increased overall Bell retail sell-in by 35%. The Bell Built helmet collection itself generated $8k in sales during the program.

I had the pleasure of working with Niki on multiple digital campaigns at Easton-Bell. During that time she proved not only to be totally committed to the success of those projects, but proactive, sincere and organized.
If it wasn’t for Niki’s attention to detail, strong organizational skills and laser focus, one of our most public and largest campaigns would not have been as successful as it was. Her ability to multi-task, stay on message and delegate in a friendly inclusive manner make her an invaluable asset.
— Nick Thelan, Digital Services Manager, Vista Outdoor/Action Sports
Niki is a delight to work with! Working with her as a creative on several large, complex projects, she was always great with providing extremely clear communication and management throughout the entire process. While we would be in the weeds on a given project, she worked hard to get solid answers and feedback from the decision makers in order to successfully meet deadlines. Niki also has a rare blend of good design sense and strategic thinking which is uncommon in most marketing departments. She is very detail-oriented, sharp as an ax, and just a really fun person to work with. She’ll be a valuable asset to any team, no doubt.
— Kyle Maxwell, Owner/Creative Director, Superactive Design Co.