rygr Names Melissa Hlidek as President to Lead Agency into Next Phase of Growth
[Carbondale, CO] — July 14, 2025 — rygr, an integrated marketing agency that partners with active lifestyle brands to deliver campaigns that connect and convert, today announced the appointment of Melissa Hlidek (pronounced: “Lee-Deck”) as President. A seasoned growth marketing executive with over 15 years of leadership experience across agencies and top-tier brands, Hlidek brings deep strategic expertise and a proven track record of operational excellence to her new role.
Hlidek most recently served as Director of Growth Marketing at Saks Global, where she led media strategy for Saks Fifth Avenue, Neiman Marcus, and Bergdorf Goodman. Prior to that, she was Senior Manager of Paid Media at The North Face, where she boosted brand momentum and customer lifetime value through data-informed campaign strategies. Earlier in her career, Hlidek spent six years at Backbone, rygr’s partner agency, rising from Senior Media Planner to Senior Director. During her tenure, she drove strategic business development, collaborated across disciplines, guided operational improvements, co-led a team of 30, and utilized integrated marketing strategies to achieve client objectives.
“We know Melissa well from her time at Backbone and we are thrilled to have her rejoin our network of agencies at the helm of rygr. Melissa will bring energy and expertise to rygr’s clients,” said Nate Simmons co-CEO of Backbone and rygr. “Her deep agency roots, paired with invaluable brand-side experience, uniquely position her to drive impact across our team and client partnerships. We’re energized about the future with Melissa.”
As President, Hlidek will lead rygr’s overarching business strategy, manage cross-functional teams, and guide client success and financial performance. She will work closely with rygr’s director team to scale capabilities and position the agency for long-term growth.
“rygr has a strong foundation and a talented team already in place,” said Melissa Hlidek. “I’m excited to build on that momentum—channeling the team’s expertise to meet evolving market needs, sharpening our strategic focus, and driving meaningful, sustainable growth. And we’ll absolutely have some fun along the way.”
Hlidek replaces Brian Holcombe, who co-founded rygr in 2016 and assumed the role of President in 2023. Holcombe’s nine-year tenure helped shape rygr’s strong foundation, culture, and client portfolio. The agency is deeply grateful for his leadership and lasting contributions and wishes him continued success in his next chapter.
