Responsibilities

• Own product positioning, messaging, and go-to-market strategy across X-LAB’s road, gravel, electric, city, and emerging product categories.
• Translate technical specifications, engineering innovations, materials, and manufacturing advantages into compelling rider-facing and dealer-facing product stories.
• Lead cross-functional product launches from initial planning through market introduction, coordinating Product, Marketing, Design, Ecommerce, PR, Sales, Operations, and Customer Service.
• Develop product marketing assets including product briefs, launch materials, sales tools, dealer education, FAQs, comparison guides, catalogs, and website/PDP content.
• Partner closely with the China product and engineering teams to understand the product roadmap, identify key differentiators, and ensure U.S. market needs and feedback inform future development.
• Maintain a deep understanding of the competitive landscape, including product specifications, pricing, positioning, technology, and emerging category trends.
• Work directly with dealers, riders, media, athletes, and internal teams to gather market feedback and translate insights into actionable product recommendations.
• Support media launches, product reviews, demo programs, trade shows, dealer events, and other product-focused activations.
• Establish and maintain the product marketing calendar, launch processes, asset requirements, and cross-functional go/no-go milestones.
• Help define how X-LAB’s broader product portfolio fits together, ensuring each model has a clear role, audience, value proposition, and reason to exist.

Requirements

• 5+ years of experience in product marketing, product management, or related roles within cycling, sporting goods, outdoor, mobility, consumer technology, or another product-driven industry with heavy consumer touchpoints.
• Deep knowledge of bicycles and cycling, including major categories, components, specifications, technologies, competitive brands, and rider needs.
• Proven experience bringing physical products to market and coordinating complex cross-functional launches by building and project managing a world-class product launch engine.
• Exceptional ability to translate technical product features into clear, differentiated consumer benefits and compelling storytelling.
• Strong understanding of positioning, pricing, competitive analysis, customer segmentation, and go-to-market strategy.
• Experience developing product marketing materials across ecommerce, retail, sales, PR, and dealer channels.
• Strong project management skills with the ability to manage multiple products, launches, stakeholders, and deadlines simultaneously.
• Experience working directly with product designers, engineers, sales teams, creative teams, retailers, and senior leadership.

Preferred

• A genuine passion for cycling and the ability to speak credibly with everyone from a first-time rider to a bike shop owner, engineer, journalist, or WorldTour mechanic.
• Experience working with international product development or manufacturing teams, particularly across Asia and North America.
• Fluency in Mandarin or experience collaborating closely with China-based teams.
• An instinct for identifying not only what makes a product better, but why that difference should matter to someone.

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, CA