Marketing Manager, Carlsbad, California

About Us

At BikesOnline, our mission and purpose of "Ride More, For Less" is born from our belief that cycling has the power to improve lives, and the environment. We love to break through old norms, to get bikes and products to our customers quickly and to have a laugh while we do it.

Founded in 2011, we're global in our approach and presence with staff in 6 countries and growing. We have a genuine focus on nurturing our team with perks like flexible work arrangements, generous staff discounts, a commitment to ongoing learning and internal career progression across our international footprint.

We are passionate cyclists who love inspiring others to ride more. We design our products, provide expert advice and support initiatives to encourage people from all walks of life to enjoy more cycling adventures. We are committed to delighting customers by sourcing and making quality products for less and providing a simplified and exceptional experience.

What You'll Do

The BikesOnline Marketing Manager (US) will be responsible for growing BikesOnline brand awareness in the US market with a focus on below the line marketing, and strategic partnerships with complementary brands, cycling media, content creators, and community groups. You will manage your own budget to cover US media, brand partnerships & events, as well as working with the global digital marketing team based in Australia to localize campaigns for US audiences. This role will report to the HOM, and responsibilities include but are not limited to:

US Market Growth & Strategy:

• Be responsible for growing BikesOnline brand awareness in the US market, as well as the brands we exclusively distribute Polygon & Superior.
• Develop and implement effective communication strategies to enhance BikesOnline's profile and build brand awareness for our exclusive products.
• Drive immediate engagement and sales through targeted marketing campaigns.

Partnerships & Media Relations:

• Identify and build relationships with strategic partners, including complementary brands, cycling media, content creators, and community groups (e.g., national and local cycling clubs and leagues).
• Negotiate and manage all partnership agreements, ensuring alignment with BikesOnline's brand values and commercial goals.
• Work with US-based media and content creators to secure positive bike reviews (articles and videos), coordinating with the Polygon brand marketing team to maximize efficiency.
• Manage our US-based content creation partners & affiliate network with support from the US Content and Social Media Specialist.
• Support internal marketing colleagues with content for events and partnerships.

Content Strategy & Management:

• Develop and execute a comprehensive content and editorial strategy aligned with the business objectives, including product promotions, brand storytelling, and audience engagement.
• Plan and execute the content calendar to ensure timely delivery of content assets and alignment with campaign schedules, product launches, and seasonal promotions, ensuring we have imagery and videos to match the promotional theme or season.
• Be responsible for the storage and management of assets, photos and videos.

Events & Promotions:

• Generate interest and engagement via product launches, media reviews, promotions, trade shows, events, rider sponsorships, and community programs.
• Manage the US demo fleet and event calendar, coordinating with festival organizers, local clubs, partners, and ambassadors to maximize demo participation and demonstrate ROI in terms of sales leads and revenue.
• Attend approved industry events such as Sea Otter & Bentonville Bike Fest that align with our strategic priorities.

Budget & Collaboration:

• Manage and optimize the BikesOnline USA marketing budget (excluding digital paid media), ensuring optimal allocation of resources and maximum ROI.
• Prepare and manage approved campaign and content budgets, optimising spending to achieve maximum (ROI) and achieve business goals, while continuously monitoring and optimising performance.
• Work with the global Digital Marketing team based in Australia on localizing advertising and content for the US market.
• Collaborate with cross-functional teams (product, sales, marketing) to ensure seamless execution of campaigns, aligned with brand values and product strategy.
• Collaborate with Product & Merchandising teams to ensure teams are aware of promotions in advance and can forecast / order adequate stock.

Monitoring & Optimization:

• Monitor and report on US marketing campaign performance, including key metrics such as reach, engagement, sales revenue, and customer acquisition cost.
• Utilise analytics tools to track campaign performance, measure KPIs such as conversion rates, click-through rates, and ROAS, provide actionable insights and make data-driven decisions to optimise content and campaign strategies.
• Keep abreast of industry trends, competitor strategies, and new media opportunities to incorporate the latest best practices into campaign strategies.

Process Improvement & AI Utilization

• Strategically integrates AI solutions across various team functions to optimize processes, improve resource allocation, and drive measurable improvements in operational performance.
• Evaluate AI's impact on key metrics, ensuring its deployment contributes to significant gains in efficiency and supports broader organizational objectives.

About you

• 5-10 years' experience in marketing, business development, PR, or brand partnerships
• Tertiary qualifications in Marketing or Business (preferred)
• Hands-on experience with consumer activations, events, and marketing partnerships
• Familiarity with U.S. media outlets and strong knowledge of the U.S. cycling market
• Proven ability to drive product marketing outcomes, supporting sales and margin growth

• Strategic thinker with strong commercial and creative marketing acumen
• Excellent project management skills with the ability to analyze performance and optimize results
• Confident communicator who collaborates effectively across teams and partners
• Proficient in tools such as Asana, Slack, and Google Workspace

What We Believe In

Our company values are integral to our culture and success. We expect that you embrace our core values, with behaviors and actions that:

• Delight the Customer
• Focus on the Process
• Take responsibility
• Learn Grow and Develop
• One Team Together

Why You'll Love Working Here

When you embark on your journey with BikesOnline, you're not only joining a close-knit community, but contributing to a dynamic and rapidly expanding industry - sparking newfound creativity and innovation.

We both welcome and value employee perspectives, as inclusivity and collective contribution are the foundations of our culture.

If you're passionate about bikes, that's amazing However, if not, our wealth of knowledge will allow you to absorb new skills.

From personal development to career opportunities - we invest in our people and culture, providing a safe, trustworthy, and flexible work environment.

We encourage you to be inquisitive, be yourself, and join the BikesOnline family

How To Apply?

If this sounds like you, there's no better time to join a team already full of awesome humans. Please include a cover letter outlining your interest in BikeOnline and a resume with your application.

We will be in touch with you soon after you submit your application, as long as you have:

• Submitted a resume & cover letter.
• Working rights in the United States.
• 5+ years' experience in marketing, business development, public relations or brand partnerships.
• Experience identifying and pursuing new partnership opportunities.
• Experience working with US industry-based media outlets and publications.
• Broad exposure to the Cycling industry with a focus on the US market.
• Proven success in product marketing, including sales campaigns.
• Qualifications in marketing or business.

BikesOnline is committed to creating a diverse environment and is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability or age.

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