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About the Role
XDS is seeking a Product Marketing Manager to own product positioning, launch strategy, and execution for X-LAB's bicycle line in the U.S. market and beyond. This role involves translating technical product details into compelling narratives for consumers and retailers, working cross-functionally with product, marketing, sales, and the dealer network.
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.
- 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.
Skills
- Product positioning
- Messaging
- Go-to-market strategy
- Product launches
- Cross-functional coordination
- Product marketing asset development
- Competitive analysis
- Market feedback analysis
- Product marketing calendar management
- Project management
- Storytelling
- Consumer benefits translation
Location
- Los Angeles, CA
Work Type
- Onsite
Experience Level
- 5+ years
Salary/Compensations
- Competitive salary
Benefits
- Demo bike fleet
- Comprehensive travel allowances
- Generous time off policy
- Comprehensive medical, dental, and vision coverage
About the Company
- X-LAB is the in-house performance bicycle line by XDS, a vertically integrated bicycle manufacturer and the largest maker of carbon fiber frames.
- XDS supplies many top brands in cycling and mobility.
- XDS launched X-LAB in April 2026 as a global consumer brand.
- XDS has three decades of experience building exceptional bicycles.
- X-LAB offers a line of road, gravel, electric, city, hybrid, and soon mountain bikes.
- X-LAB aims to make great bikes more integrated, accessible, and better supported through independent shops and communities.
- X-LAB offers the opportunity to shape a company with unmatched production scale and engineering R&D depth.
Equal Opportunity
- XDS is an equal opportunity employer.
- We celebrate diversity and are committed to creating an inclusive environment for all team members.