BOSTON--(BUSINESS WIRE)--Hydrow, the leading at-home connected rowing brand that brings the on-water experience of rowing straight to your home, today announced Craig Tello has been named Chief Experience Officer, and Diana Cino has been promoted to Chief Marketing Officer. As industry veterans with deep experience in strategy, customer lifecycles, digital content, and marketing, they support the company’s accelerated, strategic growth.
Craig Tello brings unique experience in enhancing the customer journey and will be instrumental in continuing to transform Hydrow’s approach to content, and in turn, ensure new and existing members are engaged in the long term. Previously, he was Head of Content Strategy at Electronic Arts (EA), where he led creative and content strategies in the competitive gaming space for megabrands including FIFA, Madden, and Apex Legends. He also led global content strategy, programming, distribution, and operations for WWE (formerly World Wrestling Entertainment) as Senior Vice President of Content Programming & Media Operations, where he led growth for WWE's SVOD/subscription video platform. In 2019, the company reached 1 billion fans through its global social media platforms, positioning it as one of the most-followed brands, with one of the most-watched YouTube channels in the world, under Tello’s leadership. Over two decades, he has contributed to brands such as A&E, NPR, Marvel Entertainment, and Mattel. Tello is a New York Times best-selling author and executive board member of FUTURE NOW Media Foundation, Inc., a nonprofit organization focused on developing media’s future leaders.
“Hydrow has cultivated a loyal customer base by focusing on authenticity, connection, and innovation, every step of the way,” said Craig Tello, Chief Experience Officer. “I’m thrilled to be joining the team at this pivotal moment in the connected fitness industry to continue connecting people through an enhanced immersive and empowering experience.”
“Not in my wildest dreams could I have imagined that an executive from the WWE would want to bring their talents to rowing, but in Craig Tello we are fortunate to add his blend of innovation, entertainment, and fan engagement to our mission of opening up the world to the rowing experience,” said Bruce Smith, CEO of Hydrow. “I am thrilled to further announce Diana Cino’s promotion to Chief Marketing Officer. Diana is a proven leader and her ability to drive performance marketing through data-driven decision-making and the implementation of new processes has resulted in significant growth for our company in the last quarter alone.”
Diana Cino was named Hydrow’s Senior Vice President of Marketing and Sales earlier this year, bringing over 15 years of marketing and brand expertise to her role. She has put the company on a path for meaningful year-over-year growth and reduced customer acquisition costs by over half in the past year. Cino has also implemented a full-funnel marketing strategy and new integrated approaches to rebuild demand following recent volatility in the connected fitness industry. Previously, she was the VP of Marketing at Bevi, Director of Marketing at Wayfair, and the Director of Strategy and Product Implementation at GoHealth.
“It’s been an exciting year, as we’ve been rebuilding the marketing funnel from the bottom up – and seeing real success by leaning into educating consumers about the benefits of rowing,” said Diana Cino, Chief Marketing Officer. “In my new role, I look forward to bringing Hydrow to new audiences and amplifying the meaningful physical and mental benefits that the Hydrow experience provides, all while supporting our existing, loyal customer base.”
As Chief Marketing Officer at Hydrow, Cino will continue to execute strategies that will attract, convert, and retain customers and build a rapidly growing brand, while meeting the company’s financial objectives.
Hydrow is the leading at-home connected rower that leverages innovative technology to bring the on-water, outdoor experience of rowing to the home. Engineered by rowing experts, Hydrow recreates the feeling of rowing directly on the water via an algorithm-based, patented electromagnetic and computer-controlled drag mechanism. World-class athletes lead members through challenging rows that engage 86% of the body's major muscle groups – twice that of cycling or running – as well as yoga, Pilates, functional movement and strength training for a full-body, full-service fitness solution. With the ability to harness the visual, auditory, and emotional components of rowing, the connected fitness rower delivers a best-in-class, full-body workout. Hydrow, Inc. was founded in 2017 by Bruce Smith, a former US National team coach and former Executive Director of Community Rowing, Inc. Headquartered in Boston, Hydrow is focused on creating whole health solutions that allow people to feel more connected to one another and live healthier lives on a daily basis.