Senior Growth Marketing Manager

Who We Are

X-LAB is the in-house performance bicycle line by XDS, which has quietly become the world’s largest and most vertically integrated bicycle manufacturer and the largest maker of carbon fiber frames, supplying many of the top brands in cycling and mobility.

Today, XDS is quiet no more.

XDS launched X-LAB in April 2026 as the global consumer brand to take the industry by storm. Three decades of experience building exceptional bicycles have culminated into a unique line of road, gravel, electric, city, hybrid, and soon mountain bikes that riders and shops can’t stop talking about.

X-LAB is the new inflection point for the category.

We launched in April 2026 with a full lineup across road, gravel, city, fitness, e-bike, and soon mountain categories, with validation from the highest and most demanding levels of the sport through the XDS Astana Team and a rapidly growing network of dealers.

Our ambition is not simply to sell more bikes. It is to make great bikes more integrated, more accessible, and better supported through the independent shops and communities that grow cycling and bring in new riders.

That is what makes this moment exciting.

Joining X-LAB means shaping a company with unmatched production scale, real engineering R&D depth, and the confidence to earn trust… one rider, one dealer, one product, and one market at a time.

Are you ready to ride ahead of the pack?

Learn more at https://xlabbikes.com

See an insider’s look of our factory: Youtube Video

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We are hiring a Senior Growth Marketing Manager to own and scale X-LAB’s full-funnel growth engine across acquisition and lifecycle. You will run paid acquisition and retention together as one integrated system, turning interest into measurable outcomes across the complete customer journey: discovery, dealer engagement, lead capture, D2C conversion, and ongoing loyalty.

This role is ideal for a hands-on operator who can build and run a weekly growth cadence, balance content with performance, and collaborate tightly with product, creative, and sales to translate technical advantages into market demand.

This role reports directly to the Head of International Growth.

Key Areas of Ownership

Important Note: Each of the following arenas are crucial, the ideal candidates will naturally excel at some, but not necessarily all. We are looking to understand your own unique stack and the proven experiences that support it. This team will continue to grow, and we will build around strong talent first and foremost. We have included a full breakdown of these facets at the end of this document.

Full funnel growth execution

Paid acquisition

Lifecycle and CRM

Influencer / Affiliate / Community

Conversion and onsite optimization

Measurement and reporting

You’re a Great Fit With

5+ years of experience in growth, performance marketing, and or lifecycle marketing, ideally with a mix of all types

Strong hands-on experience running Meta and Google Ads, including Search and PMAX

Strong experience managing influencer and KOL campaigns, social media platforms, and community driven forums like LinkedIn, Reddit, and Substack

Deep comfort with email and SMS programs, segmentation, and automation best practices

A track record of experimentation and optimization, with examples of what you tested and what moved results

Good measurement instincts and the ability to debug tracking and data issues

Ability to translate technical product features into compelling, authentic marketing messages

High ownership, low ego, and the ability to move quickly in a fast-paced environment akin to a well-funded startup

Excellent cross-functional collaboration with product, sales, ops, and leadership

You’re a Spectacular Fit With

Proven experience managing high ROAS and sustained low CAC

Experience in performance sports, mobility, consumer hardware, or related industries

Familiarity with SEO, GEO, and modern content-driven acquisition strategies

What Early Success Looks Like:

Establish a weekly growth operating cadence with clear KPIs and reporting

Launch and stabilize core lifecycle flows and segmentation, with measurable lift in engagement and conversions

Stand up initial paid acquisition structure with testing framework, creative cadence, and reliable measurement

Improve conversion performance on the highest intent site journeys (model pages, dealer locator, lead capture)

Deliver a clear plan for the next quarter: channel mix, creative angles, lifecycle roadmap, and experiment backlog

Ongoing Success Metrics

Measurable growth in revenue influence and qualified demand

Scalable demand generation programs across paid and lifecycle

Increased conversion on key intent actions (lead capture, dealer contact, purchases where applicable)

Improved lifecycle contribution and retention health (engagement, winback, referral participation)

Clear visibility into campaign performance and ROI, with consistent iteration and learning velocity

Tools and Environment

We are building a modern growth stack. Experience with the latest developments in Shopify, Google Analytics, Meta, Google Ads, Looker, and leading ESP and SMS platforms is a plus. If you are strong and adaptable, we are open to the right operator even if your tech stack differs.

KEY AREAS OF OWNERSHIP

Full funnel growth execution

Execute on the U.S. growth plan across acquisition and retention, with clear targets and weekly operating cadence

Build a testing and learning process across audiences, creatives, offers, landing pages, and lifecycle programs

Translate existing brand and product narratives into campaigns that drive measurable outcomes

Paid Acquisition

Run Meta and Google performance channels including Search, Shopping, and PMAX

Manage budgets, pacing, creative iteration, and optimization routines

Build and maintain retargeting and lead nurture pathways tied to high-intent actions (product page engagement, dealer locator usage, lead submissions)

Partner with Head of Growth and creative on ad briefs and rapid iteration

Partner with Experiential Marketing & Events to turn activations into measurable lead capture and follow-up

Lifecycle and CRM

Run email and SMS strategy, segmentation, and automation

Build, launch, and optimize the foundational flows: welcome, browse, back-in-stock, dealer locator follow-up, post-purchase, winback, and referral

Improve deliverability, list hygiene, consent management, and message performance

Develop a campaign calendar tied to launches, inventory realities, events, and seasonal moments

Influencer / Affiliate / Community

Scout and initialize partnerships with influencers that are additive to the brand’s share of voice

Initialize and manage affiliate relationships for sales penetration until new team members are added

Work with team to ensure social content from other channels is consistent across Reddit, LinkedIn, etc.

Conversion and onsite optimization

Improve conversion paths on key pages and funnels with clear prioritization and test plans

Partner with web and product teams to deploy improvements to lead capture, bike selection, and dealer connection experiences

Explore conversion performance with department head and translate into actionable insights for the team

Measurement and reporting

Own measurement hygiene across UTMs, pixels, conversion events, and attribution

Build simple dashboards that tell the truth and drive decision-making

Report on pipeline and revenue influence, CAC efficiency, lifecycle contribution, and program ROI

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Our Compensation and Benefits

Competitive salary

Demo bike fleet and comprehensive travel allowances

Generous time off policy

Comprehensive medical, dental, and vision coverage

Office space in beautiful Santa Monica, California

Equal Oppor