The posting
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
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XDS is seeking a Product Marketing Manager to own how our products are positioned, launched, and brought to life across the U.S. market and beyond. In this highly cross-functional role, you will sit at the intersection of product, marketing, sales, creative, and our dealer network, translating world-class engineering and technology into compelling stories that riders and retailers can understand and get excited about.
We are looking for a product-first marketer who understands cycling, knows what makes a great bike compelling beyond a spec sheet, and can turn technical differentiation into clear consumer value. You will help shape X-LAB’s product narrative, manage go-to-market execution across our growing portfolio, and build the systems that ensure every launch is coordinated across our global organization.
This role reports to the Global Head of Marketing, and is based onsite in Los Angeles 5 days a week.
What You’ll Do
- 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.
You’re a Great Fit With:
- 5+ years of experience in product marketing, product management, or related roles within cycling, sporting goods, outdoor, mobility, or another product-driven industry with heavy consumer touchpoints (MANDATORY).
- 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.
You’re a Spectacular Fit With:
- 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.
Success Metrics
- Establish a repeatable, cross-functional product launch process with clear ownership, timelines, deliverables, and go/no-go milestones within the first 90 days.
- Ensure every X-LAB product has clearly defined positioning, target rider, competitive set, key differentiators, and consumer-facing value proposition.
- Deliver coordinated, on-time product launches across website, media, dealer, sales, creative, and operational channels.
- Build a comprehensive competitive intelligence system covering key products, pricing, specifications, technologies, and market movements.
- Create an effective feedback loop between U.S. dealers and riders and X-LAB’s global product and engineering teams to influence future product development.
- Increase the consistency and effectiveness with which X-LAB translates its manufacturing and engineering advantages into product stories that drive rider demand, dealer confidence, and market differentiation.
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Our Compensation and 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
Equal Opportunity
XDS is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all team members.
