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Jocelyn Vande Velde, formerly Trek Bicycle/currently UW Credit Union

IB’s Professional of the Week is the premier way to meet Dane County’s professionals. This week features Jocelyn Vande Velde, brand manager, formerly Trek Bicycle/currently UW Credit Union.

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What are the most challenging and rewarding aspects of your job and why?

I am challenged by the global dynamics and relentless moving target that is marketing and the speed at which we move. I’m incredibly rewarded by the relationships I’ve fostered, my travels around the U.S. and abroad, and helping cycling enthusiasts make dreams come true.

Who do you look up to or admire in business and why?

There is a long list of people I admire, but I’m going to roll with the first one who popped in my mind. Tyler Haney is the founder and CEO of Outdoor Voices, an athleisure clothing company in Austin, Texas, and you should check out her story. She’s not even 30, growth is off the charts, and fabric innovation is a pillar of the business, yet what makes her so successful is her purposeful, refreshing, and simple approach. Case in point: she doesn’t Photoshop the cellulite on women’s legs in running shorts photos.

What has been the high point of your career so far?

Launching new bikes is always a thrill but also really scary because all eyes are on the team. Trek’s all-road, gravel bike Checkpoint, and electric bike, Super Commuter+, take the cake for me not only because we hit the mark financially, but because the bikes are so much fun and well designed. Our media events in Urecht, The Netherlands, New York City, Boulder, Colorado, and Siena, Italy make me smile, and the continued success of these bikes after launch makes me happier still.

Thinking back on your career, what advice would you give your 21-year-old self?

Do what it takes to max out my 401(k)! I put in 6 percent since day one, but I know I could have done more most of the time. As for specific career advice, I can’t think of anything that isn’t just learned with time. I was lucky that I worked a lot from 15 to 21 years old and held probably close to 10 jobs in that time. This was one of my secrets to success, especially the restaurant I worked at for many years — juggling a job with school, activities, social life, and finances. Because of it, I entered the full-time working world ready to rock.


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