Backbone Media Grows with New Capabilities and Hires

CARBONDALE, Colo. (July 25, 2018) – Backbone Media, the country’s leading active lifestyle media agency, announced today recent additions to its suite of services with the hiring of new associates Jeff Palmer, Andy Ralston, Kyle Broughton and Nathan “Newt” Borowski.  

With the hiring of Palmer, Backbone Media will now offer paid search and campaign management across multiple search engine platforms, as well as Google Shopping, Amazon Sponsored Products and Amazon Headline Search capabilities for its roster of more than 50 category-leading clients. The addition of search engine marketing (SEM) services, in Palmer’s role as a Search Manager, will allow the agency to meet the needs of clients in a variety of digital landscapes. Palmer previously worked as an advertising specialist for, where he oversaw advertising strategy, planning and product capabilities. He holds an MBA from Champlain College and has a Bachelor of Science in Marketing from the University of Vermont. 

Andy Ralston joins Backbone in the newly created role of Business Development Manager. Ralston will lead the agency’s new business efforts and agency marketing. Prior to Backbone, Ralston was a managing editor for the prestigious Aspen Music Festival and School. He is a graduate of Oberlin College in Ohio. 

“We are excited to be growing both our staff and our services as we look beyond traditional approaches in today’s rapidly evolving media landscape,” said Charlie Lozner, Director of Integrated Services and Partner at Backbone Media. “The integration of our digital offerings will meet the needs our valued clients and help us be more competitive as an agency. Furthermore, Andy will help us identify unique solutions for us to grow alongside our existing clients, as well as develop new partnerships and opportunities.”  

Kyle Broughton and Nathan Borowski join Backbone from Cabela’s, a division of Bass Pro Shops and a specialty retailer of hunting, fishing, and outdoor recreation goods. At Backbone Broughton is a Senior Media Planner and Borowski is a PR Account Manager. 

Prior to Backbone, Broughton worked in digital marketing at Cabela’s, managing a multimillion dollar advertising spend, leading agency and vendor relationships and analyzing digital campaigns. Before Cabela’s, he was a media planner at Vladmir Jones, a full-service advertising agency based in Denver. Broughton is an alumnus of the University of Northern Colorado.  

Borowski is formerly a communications specialist for Cabela’s, where he contributed to the writing of company statements and press releases, executed press trips and events, supported product launches and edited the retailer’s Outfitter Journal magazine. At Backbone, Borowski will work on clients in the agency’s hunting and fishing division. He holds a Bachelor of Science in Journalism from the University of Nebraska at Kearney.  

Palmer and Broughton will work at Backbone’s Denver office, and Ralston and Borowski will be based at the agency’s headquarters in Carbondale. 


About Backbone Media

Backbone Media targets, engages and inspires the active lifestyle market through public relations, media planning and buying, and social media. For over 20 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and has been named one of Outside magazine’s “Best Places to Work.” For more about Backbone Media, visit

Backbone Media is No. 20 on Outside Magazine’s “Best Places to Work in 2018”

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