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About the Role

As a multidisciplinary creative leader, you will own the visual expression of the X-LAB brand, overseeing concept development, design execution, and art direction across campaigns, channels, and markets. You will be responsible for building on a world-class design foundation while shipping impactful work in a fast-paced, high-growth environment. You’ll work closely with engineering, product, and marketing teams to create more bikes that riders love.

Responsibilities

• Lead X-LAB's creative vision, strategy, and execution across North America and global markets
• Own and evolve the X-LAB brand identity, ensuring a consistent and compelling experience across all customer touchpoints
• Translate business objectives and marketing priorities into clear creative direction, impactful campaigns, and distinctive brand storytelling
• Partner closely with product and engineering teams to shape product storytelling, naming, visual language, and go-to-market strategies
• Lead art direction and creative development across photography, video, motion, retail, events, packaging, digital, web, and social media
• Build and scale creative operations, including design systems, content libraries, workflows, and production processes that support rapid growth
• Recruit, mentor, and lead a high-performing both in-house and external creative team while fostering a culture of excellence, collaboration, and innovation

Requirements

• 10+ years of experience leading creative teams, brands, or design organizations
• Proven success building, launching, and scaling premium consumer brands in highly competitive markets
• A strong portfolio demonstrating exceptional visual design, brand building, creative leadership, and storytelling
• Deep expertise in industrial design and design systems, campaign development, content production, and creative operations
• Strong experience working with international teams across multiple markets and time zones
• Exceptional communication, presentation, and stakeholder management skills

Skills

• Figma
• Adobe Creative Suite
• Modern AI-enabled creative workflows

Location

• Santa Monica, California

Work Type

• Full-time

Experience Level

• 10+ years

Benefits

• Competitive salary
• Demo bike fleet
• Generous time off policy
• Comprehensive medical, dental, and vision coverage

About the Company

• XDS is the world’s largest bicycle maker by volume and the world’s largest producer of carbon-fiber frames.
• We are entering the U.S. market for the first time with X-LAB, our in-house brand of performance bicycles primed for the global stage.
• XDS’s manufacturing scale, decades of carbon and alloy expertise, and vertical integration create a once-in-a-generation chance to redefine the economics of cycling for riders and bike shops alike.
• Since 1995, we have combined proprietary materials science, compelling design, and highly automated production to deliver: Over 8 million complete bikes annually across road, mountain, gravel, city, and e-bike segments, More than 300,000 carbon frames per year from the world’s biggest dedicated carbon-fiber bike facility, 300+ international patents covering advanced carbon layups and proprietary X6 aluminum alloys, Full vertical integration enabling speed-to-market, supply chain resilience, and cost leadership, OEM partnerships with leading Western brands, and we are now poised to build our own premium brand overseas.
• As of 2026, we have officially launched X-LAB with a fully U.S. based team of industry veterans and experienced leaders.

Equal Opportunity

• XDS is an equal opportunity employer.
• We celebrate diversity and are committed to creating an inclusive environment for all team members.