Senior Growth Marketing Manager

About the role

X-LAB is the in‑house performance bicycle line by XDS, the world’s largest and most vertically integrated bicycle manufacturer and leading maker of carbon‑fiber frames. Launched in April 2026 as XDS’s global consumer brand, X‑LAB offers a full lineup of road, gravel, electric, city, hybrid and upcoming mountain bikes, backed by the XDS Astana Team and a growing dealer network. The Senior Growth Marketing Manager will own and scale X‑LAB’s full‑funnel growth engine across acquisition and lifecycle, running paid acquisition and retention as one integrated system to turn interest into measurable outcomes across discovery, dealer engagement, lead capture, D2C conversion, and ongoing loyalty. This role reports directly to the Head of International Growth.

Responsibilities

• Full funnel growth execution – execute the U.S. growth plan across acquisition and retention with clear targets and a weekly operating cadence; build a testing and learning process across audiences, creatives, offers, landing pages, and lifecycle programs; translate brand and product narratives into campaigns that drive measurable outcomes.
• Paid acquisition – run Meta and Google performance channels (Search, Shopping, PMAX); manage budgets, pacing, creative iteration, and optimization; build and maintain retargeting and lead nurture pathways tied to high‑intact actions (product page engagement, dealer locator usage, lead submissions); partner with the Head of Growth and creative on ad briefs; partner with Experiential Marketing & Events to turn activations into measurable lead capture.
• Lifecycle and CRM – run email and SMS strategy, segmentation, and automation; build, launch, and optimize foundational flows (welcome, browse, back‑in‑stock, dealer locator follow‑up, post‑purchase, winback, referral); improve deliverability, list hygiene, consent management, and message performance; develop a campaign calendar tied to launches, inventory realities, events, and seasonal moments.
• Influencer / Affiliate / Community – scout and initialize partnerships with influencers that add to the brand’s share of voice; initialize and manage affiliate relationships for sales penetration until new team members are added; work with the team to ensure social content from other channels is consistent across Reddit, LinkedIn, etc.
• Conversion and onsite optimization – improve conversion paths on key pages and funnels with clear prioritization and test plans; partner with web and product teams to deploy improvements to lead capture, bike selection, and dealer connection experiences; explore conversion performance with the department head and translate insights into actionable team guidance.
• Measurement and reporting – own measurement hygiene across UTMs, pixels, conversion events, and attribution; build simple dashboards that tell the truth and drive decision‑making; report on pipeline and revenue influence, CAC efficiency, lifecycle contribution, and program ROI.

Requirements

• 5+ years of experience in growth, performance marketing, and/or lifecycle marketing, ideally with a mix of all