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May 10|

Backbone Media Accelerates Momentum with New Media Client Wins and Hires

CARBONDALE, Colo. (April 29, 2021) – Backbone Media, the country’s leading active lifestyle media agency, is proud to announce the hiring of its first Digital Director and several media department new hires to match the demand created by more than a dozen new clients across paid digital media and affiliate media.

The agency is also proud to report new paid media relationships with Snow Peak, Cobalt Golf, DMOS, Ooni Pizza Ovens, Volt Heat, VSSL and TAXA Outdoors in the last 12 months. Additionally, the affiliate marketing team welcomes Flume, Urban Armor Gear, Charge Bikes, Solo Stove, PEARL iZUMi, Miraflora Naturals, Ooni Pizza Ovens, Volt Heat and VSSL to its fast-growing client list.

As released in Backbone’s Feb. 2  trend report, The Year(s) of Acceleration: 2020 Media Trends, overall media consumption and e-commerce behavior drastically shifted in 2020 and, as predicted, continues to solidify the importance of a brand’s digital and e-commerce comprehension in 2021. At the forefront of the landscape shift, brands were forced to pivot to direct-to-consumer (DTC) focused media tactics, as consumers continue to stray away from brick-and-mortar shopping. With the growth of online sales and shopping, Backbone Media experienced major growth in the paid search and affiliate areas of its business.

To match that growth and stay at the forefront of industry shifts, including iOS14 and the importance of first-party data entering a cookie-less future, Backbone Media has proactively bolstered its technology and research library to include Search Analytics 360, Semrush, Rivery, Big Query and Google Data Studio.

“Investments to our tech-stack are critical to accurately report and analyze attribution and performance in this fast-changing space,” said Melissa Haupt, Media Director. “These insights and audience research tools allow us to identify audience and e-commerce opportunities to achieve client goals.”

Recent new hires allow Backbone to enhance its focus on the digital media landscape and to respond to the emerging media trends and outdoor participation.

“Digital media is at the center of every strategy we develop for our dozens of media clients. The combination of Facebook/Instagram and Google/YouTube was only strengthened by the pandemic and the shift toward online shopping experienced in 2020 in addition to consumers putting a priority on outdoor recreation,” said Charlie Lozner, Vice President of Digital Media at Backbone Media. “With significant changes coming from Google Chrome, Apple Safari, iOS 14 and other tech platforms, the next few years will be challenging for digital advertisers. We are excited to get out in front of those changes with Diana’s hire and other key additions to our team. We are thrilled to add Diana’s significant experience and expertise across first-party data platforms and digital advertising to the growing team at Backbone Media.”

Diana Ochenrider joins as Backbone’s first Digital Director, supporting the agency’s expanding digital media department. Ochenrider has more than a decade of digital media leadership experience at Vail Resorts. Most recently, she worked as Group Manager of Paid Media, developing and implementing data-driven paid media strategies for the company’s enterprise campaigns, with a focus on new guest acquisition, brand awareness and consideration. She has extensive experience leveraging first-party data and data management products for audience targeting. Ochenrider holds a Bachelor of Science from Syracuse University, where she studied advertising and marketing. Ochenrider lives in Golden, Colorado, with her husband and their two children, and she will work out of Backbone’s Denver office.

Alex Moshenskiy was recently brought on as an Associate Director, SEM and Digital Operations, with more ten years of experience in the industry. Moshenskiy comes to Backbone Media from Bluetent, where he focused on paid search. He graduated from Western Washington University before jumping into a career in digital media. Moshenskiy is an avid outdoorsman, international traveler and vinyl record collector based in the Roaring Fork valley with his wife and new puppy, Leica.

Caleb Walker has started at the agency as a Media Strategist. Walker has worked at Elevation, an advertising agency in Virginia, and in marketing and social media at the National Outdoor Leadership School (NOLS). An avid mountain biker, Walker will relocate to Denver later this year.

Jacob Greenberg joins Backbone as an Affiliate Manager. Most recently, Greenberg helped launch FIXD Automotive Inc.’s first Paid Partnership Program. Prior to such, Greenberg graduated from Dartmouth College where he studied government and psychology followed by teaching English in Brazil and Italy. He will be relocating to Denver from his hometown of Atlanta, GA and looks forward to exploring the West’s world-class fishing, hiking and skiing.

Backbone Media is also pleased to bring on a slew of hires at the coordinator level, including Wynne Philpott, Digital Operations Coordinator; Natalie Merrill, Media Coordinator; Hanna Wilde and Sarah Owen, Affiliate Marketing Coordinators; and Clara Brown, Social Media Coordinator.




About Backbone Media 

We are the country’s leading active lifestyle media agency. For 23 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. With offices in Carbondale and Denver, Colorado, Backbone has been consistently included on Outside Magazine’s “Best Places to Work” list.

For more about Backbone Media, visit

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