Since launch in 2018, Cowboy, known for its connected electric bikes for urban riders, has garnered recognition for its innovative designs and features. As the Global Marketing Manager at Cowboy Electric Bikes from 2018 to 2022, I defined the company's brand strategy along with the founding team, overseeing advertising campaigns, guiding art direction, and managing public relations. We expanded the company's reach, successfully launching in 12 markets, including the U.S. This success was a testament to our effective marketing strategies and brand positioning. Revolutionizing the perception of electric bikes in the process, transitioning from targeting primarily older demographics to appealing to a wider, more dynamic urban audience. The fourth-generation model of Cowboy Electric Bikes was recognized as one of Time Magazine's Best Inventions of 2022.