The Bicycle Industry Jobs Marketplace

Digital Performance Marketing Manager


Posted by ITS Cycling Ltd on 03/19/2024

Job Basics

Industry Sector: Bike

Job Categories: Ecommerce Management

Company Type: HardGoods/Equipment

State: CO

City: Boulder

Country: United Kingdom, United States

Required Experience:

Contact Name:

Job Type: Full Time

Salary: • $70,000-$85,000/year

Required to Relocate:

Required to Travel:

Employee May Telecommute: No

Job Seeker Must Live Within:

Job Description & Requirements

Role: Digital Performance Marketing Manager

Location: Boulder, CO, USA

Hours: Permanent/Full time Exclusive (40hrs/week, 8:00am-5:00pm)


ITS CYCLING Limited (‘The Rider Firm’) was founded in June 2013, with the goal of serving devoted riders through the design, engineering and sale of exceptional cycling products. The Rider Firm wholly owns four cycling product brands that were all created and grown in-house in Sussex, UK, with a US subsidiary based in Boulder, CO; HUNT Wheels, Privateer Mountain Bikes, Cairn E- Bikes and Dissent 133 Equipment.



  • To join a highly respected direct to consumer brand within the cycling space with positive current, and significant longer term growth plans
  • To be a part of a highly entrepreneurial and fast paced environment where a truly agile approach to 'test & learn' is utilised helping us to build and maintain momentum with product innovation, delivery and the evolving desires of our devoted Riders
  • To join a team that will provide all the opportunities to both prove and improve your digital marketing skills, with the genuine opportunity to develop the role across multiple markets.



  • To build audience numbers and audience engagement allowing the Rider Firm to support its growth strategy and potential through talking to relevant and engaged Riders.
  • This will be achieved through collaborative working practices with our Product, Marketing, E-Commerce and Commercial teams to build content stories, knowing how to generate compelling content that engages audiences by pushing this out through the most relevant channel.
  • To use and generate data points that allow this role to act on and respond to 'fact-based data', using a highly analytical approach to planning and decision making.



  • Build and deliver against audience growth plans, supporting the wider E-Commerce team to execute against this. Your primary focus will be on Audience Growth, allowing Audience Health to be managed by the Ecommerce & Customer Journey Director, maintaining a competitive tension between the two measures.
  • Nurture internal relationships to gain content and partnership opportunities, always with an eye on content delivery and industry leading implementation.
  • Technical SEO and SEM will be a competency that you will use to monitor and improve against set metrics, ensuring TRF maintain and outperform our peers and competitors in winning the 'share of voice'
  • Driving the Affiliate Marketing and Display Advertising plans working in close collaboration with our Marketing team.
  • Generate original content and stories supported by our athlete & sponsored riders to provide compelling content for our Riders.
  • Drive an ECRM delivery plan that focuses on segment performance, identifying segments that over perform as well as those that show attrition, analysing and delivering Email campaigns / plans against each specific segment.
  • Create visibility and understanding of the metrics or data points through reporting to identify opportunities for growth both at a product and geographic market level, whilst recognising and mitigating risks to our brand or reputation.
  • Act as the 'glue' between our three principal markets of US, UK and EU, working with the Country Managers to coordinate but also bring a consistent approach to our content creation whilst recognising where local language and messaging need to be used (think Global, act local approach).



Measures Of Success

  • Audience ‘growth’ will be the primary measures of success in this role.
  • Audience 'health' will form a part of the wider Ecommerce metrics, but a competitive tension between growth and health will need to exist.
  • Partnerships including the number and quality of engagement through those partnerships will be a secondary measure of success.
  • With content generation and 'share of voice' being the third key metric to the success of this role.
  • The overall 'gamification' of audience, content and digital growth will ultimately demonstrate your success and value to the business.


Candidate Profile

·        You will be a self-starter having gained foundational experience in the Digital Marketing preferably in the retail space and ideally in the direct-to-consumer E-Commerce space, with Bike industry experience being an advantage.

  • A highly analytical approach will be self-evident and demonstrable, feeding your intellectual curiosity, bringing a data led approach to all core decisions.
  • Drive to compete and be better than our competition is what will create momentum for both you and the role within the wider business.


Salary & Benefits

  • ·        $70,000-$85,000 depending on experience + bonus based on company-wide performance
  • ·        Paid vacation/sick days
  • ·        Health, dental, vision, life insurance, 401k, paid parental leave
  • ·        Staff discounts/wheel library
  • ·        Fabulous culture and positive uplifting work environment


We’re committed to hiring diversely. Having employees from diverse backgrounds brings a wealth of perspectives and experience to our team. We encourage members of underrepresented groups to apply to this role.

Please email your CV to referencing the job title in the subject line.

About ITS Cycling Ltd

Would you like a job being a part of creating and delivering cycling products and helping devoted riders? 


The Rider Firm is a fast-growing young business and are regularly looking for motivated people to join us.? Innovation and passion?in everything we do at The Rider Firm is essential to ensure we reach our potential to provide great products for as many devoted riders as possible. Everyone in our business is encouraged?to advance and grow their role with the?opportunity to input into the cycling product development process, helping develop our current brands and creating future products for devoted riders.

We’re committed to hiring diversely. Having employees from diverse backgrounds brings a wealth of perspectives and experience to our team. We encourage members of underrepresented groups to apply to this role.