Senior Growth Marketing Manager

About this role

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://xds.co/https://xlabbikes.com

See an insider’s look of our factory: Youtube Video https://www.youtube.com/watch?v=06SheO5XFsY

_________________________________________________

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,…