Backbone Media
John L DiCuollo has a diverse work experience in the field of public relations and marketing. John L started their career in 2001 at Petzl America, where they worked in PR and marketing until 2004. From 2004 to 2008, they served as the Director of Advertising for Climbing Magazine, handling advertising sales for multiple titles within the Primedia umbrella. In 2005, John joined Backbone Media, LLC as a Public Relations Account Manager, eventually progressing to the role of Public Relations Director in May 2021. John L also worked at Black Diamond Equipment as part of their public relations team from 2008 onwards. In 2019, they joined PrimaLoft in a public relations role, and in 2022, they began working at Sawyer Products in a similar capacity.
John L. DiCuollo attended Temple University from 1988 to 1993, where they earned a Bachelor of Arts (B.A.) degree from the School of Communications.
Backbone Media
Backbone Media targets, engages and inspires the active lifestyle market through public relations, media planning and buying, social media and affiliate marketing. From day one, Backbone was rooted in the idea that you could fuse passion for an outdoor, active lifestyle with a profession advocating for brands you believe in. Today, we’re a team of more than 65 hard-charging runners, skiers, climbers, cyclists, hikers, paddlers, hunters, anglers, dog lovers and travel enthusiasts. We align our employees’ passions with the brands they represent. Our fast-paced offices in Denver and Carbondale have landed us on Outside’s “Best Places to Work” list more years than we can count. But we don’t just throw around buzzwords like teamwork, trust and transparency. We live and breathe by our true north — from lunch runs, the Powder Clause and happy hours to trail work days and river clean-ups. Check out our website to learn more about us and what we do.