ÜMA KLEPPINGER | creative. content. strategy
With over 10 years' experience in the bike and outdoor space, I'm not just a creative marketing and communications professional with industry expertise, I'm also a subject matter expert. My experience includes: brand messaging, product copywriting, marketing strategy, photography and video production, web design and development, and journalism. I started my career as a bike messenger in NYC during college, have done several multi-day bike tours around the US, and raced road, track, cyclocross and MTB disciplines. When I'm not riding, I'm usually writing or hiking.
yakima
In addition to writing product copy copy for this printed and digital Yakima catalog, I interviewedincluding feature profiles of advocacy organizations, product copy, and taglines. I also helped develop the brand voice guide, aligning narrative, tone, and messaging across consumer-facing materials.
►brand voice development, editorial, copywriting, brand journalism
project 529
I developed campaign copy, community engagement content, and digital storytelling for Project 529—a bike security initiative with bold brand voice and deep community roots. My work supported petition campaigns, festival activations, and in-store partnerships, blending humor and urgency across email, web, and event content. The “Bike Thieves Suck” campaign anchored our message with clarity and attitude, while supporting advocacy efforts and product adoption across North America.
►email marketing, landing pages, consumer-direct copywriting
specialized bicycles
I was hired as Editor-in-Chief to launch Specialized’s women’s digital magazine, Your Ride, Your Rules, and served as lead writer. I wrote the feature stories and interviews with celebrity talent, developed and maintained the editorial
►editorial management, brand journalism, essay and feature writing, creative direction
on
In their first year in the American athletic footwear market, I was brought in to develop the narrative framework and initial content for On's first Sustainability Report, shaping a clear, values-driven story around their sustainability goals. While the final version evolved through internal revisions, the work reflects my ability to synthesize technical data, align with brand voice, and position ESG messaging for stakeholder audiences.
►long-form writing, research & reporting, data storytelling
danner
Produced conversion-oriented copy crafted for seasonal and product-focused digital campaigns. I matched tone to brand while driving action for integrated landing pages and email marketing.
►email marketing, landing pages, DTC copywriting
cyclone bicycle supply
Led a brand refresh for Cyclone Bicycle Supply—a B2B distributor— which included developing an updated voice and style guide, new messaging, identity elements, and a modernized visual system across digital and print, including producing this brand book for select retailers. I developed the launch of Cinelli USA, which included designing and building a consumer-direct sales platform, all new marketing collateral, and introduced a brand ambassador program to maximize marketing reach.
►brand identity refresh, voice & style guide development, copywriting, digital communications, web design, email and digital marketing
golocalpdx
Reported and wrote long-form and service journalism covering cycling culture, transportation and public safety, and outdoor recreation in Portland, and the broader Pacific Northwest. The work blends original reporting with accessible storytelling for a general audience—translating niche topics into timely, widely readable pieces.
►journalism, narrative features, op-eds, persuasive voice
