Design Director

Job Description

Job Description

Who We Are

XDS is the world’s largest bicycle maker by volume and the world’s largest producer of carbon-fiber frames. We are entering the U.S. market for the first time with X-LAB, our in-house brand of performance bicycles primed for the global stage. XDS’s manufacturing scale, decades of carbon and alloy expertise, and vertical integration create a once-in-a-generation chance to redefine the economics of cycling for riders and bike shops alike..

Since 1995, we have combined proprietary materials science, compelling design, and highly automated production to deliver:

• Over 8 million complete bikes annually across road, mountain, gravel, city, and e-bike segments

• More than 300,000 carbon frames per year from the world’s biggest dedicated carbon-fiber bike facility

• 300+ international patents covering advanced carbon layups and proprietary X6 aluminum alloys

• Full vertical integration enabling speed-to-market, supply chain resilience, and cost leadership

• OEM partnerships with leading Western brands, and we are now poised to build our own premium brand overseas

As of 2026, we have officially launched X-LAB with a fully U.S. based team of industry veterans and experienced leaders. And we are just getting started.

Learn more:
See an insider’s look of our factory:

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XDS is seeking a Design Director to join us as we establish XDS in the North American market. You’ll bring our creative vision to life across all marketing touchpoints. As a multidisciplinary creative leader, you will own the visual expression of the X-LAB brand, overseeing concept development, design execution, and art direction across campaigns, channels, and markets.

A true “Player-Coach" role, you will be the strategic heartbeat of our design machine, owning everything from high-level brand vision to the typography on our wheels and accessories. You will be responsible for building on a world-class design foundation while shipping impactful work in a fast-paced, high-growth environment. You’ll work closely with engineering, product, and marketing teams to create more bikes that riders love.

What You'll Do

• Lead X-LAB's creative vision, strategy, and execution across North America and global markets

• Own and evolve the X-LAB brand identity, ensuring a consistent and compelling experience across all customer touchpoints

• Translate business objectives and marketing priorities into clear creative direction, impactful campaigns, and distinctive brand storytelling

• Partner closely with product and engineering teams to shape product storytelling, naming, visual language, and go-to-market strategies

• Lead art direction and creative development across photography, video, motion, retail, events, packaging, digital, web, and social media

• Build and scale creative operations, including design systems, content libraries, workflows, and production processes that support rapid growth

• Recruit, mentor, and lead a high-performing both in-house and external creative team while fostering a culture of excellence, collaboration, and innovation

You're a Great Fit If You Have

• Deep expertise in industrial design and design systems , campaign development, content production, and creative operations (mandatory)

• 10+ years of experience leading creative teams, brands, or design organizations

• Proven success building, launching, and scaling premium consumer brands in highly competitive markets

• A strong portfolio demonstrating exceptional visual design, brand building, creative leadership, and storytelling

• Expert proficiency in Figma, Adobe Creative Suite, and modern AI-enabled creative workflows

• Strong experience working with international teams across multiple markets and time zones

• Exceptional communication, presentation, and stakeholder management skills

Success Metrics

• New process for product launches: methodology for visual, packaging, website, and catalog asset design

• Comprehensive market campaign process

• Comprehensive sales enablement package

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• Competitive salary

• Demo bike fleet

• Generous time off policy

• Comprehensive medical, dental, and vision coverage

• Office space in beautiful Santa Monica, California

XDS is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all team members.

Compensation Range: $150K - $200K