US Dealer Marketing Lead (Boulder)

The Role

Factor is looking for a US Dealer Marketing lead to bring the Factor brand, products, and experience directly to our dealers, partners, and riders across the United States.

This is a highly active, field-based role sitting between marketing, sales, product, and the riding community.

Our retailers are a primary audience in Factor's go-to-market system. We succeed when our partners understand why each Factor platform exists, can communicate its performance intent with technical clarity, and are able to give riders an experience that reflects the quality of the product and brand.

This role closes the gap between global brand and marketing direction and what dealers and riders experience on the ground.

A significant part of the job will be spent travelling: visiting dealers, running demos and test rides, supporting events, educating partners, and representing Factor in-market. The person in this role will also take hands-on responsibility for our US demo experience, including the preparation, maintenance, transportation, and presentation of a fleet of high-performance bikes.

This is not a desk-based marketing position.

What You'll Do

Dealer & Wholesale Marketing

• Build strong, productive relationships with Factor's key dealers and wholesale partners across the US.
• Visit dealers regularly to improve product knowledge, communicate new product stories, and help teams understand not simply the features of each bike, but why each platform exists and the rider it was engineered for.
• Work alongside the US sales team to identify opportunities for stronger Factor representation within key accounts and markets.
• Plan and execute dealer activations, product education sessions, test rides, launch activities, and other in-market experiences.
• Evaluate Factor's presence within retail partners and provide clear feedback on opportunities, standards, competitive context, and market realities.
• Act as a consistent link between dealers, US sales, and the global marketing team.

Demo Experiences & Fleet Management

• Own the Factor demo experience in the US.
• Plan and execute demo days and demo tours that allow riders and dealers to experience Factor products properly.
• Manage the US demo fleet, including bike preparation, setup, routine maintenance, transportation, inventory, and presentation.
• Ensure bikes arrive at every activation correctly built, clean, mechanically sound, and ready to ride.
• Be comfortable making fit and setup adjustments in the field and diagnosing and resolving common mechanical issues.
• Work with the sales and marketing teams to determine where demo activity can have the greatest impact.
• Continuously improve the demo experience based on dealer, rider, and market feedback.

Events & Brand Activation

• Represent Factor at selected gravel, road, triathlon, dealer, and industry events across the United States.
• Plan and execute Factor activations that feel technically credible, considered, and appropriate to a premium performance brand.
• Support Factor athletes and partners on the ground where required.
• Ensure every physical expression of Factor - from the bikes and equipment to signage, product conversations, and rider experience - is consistent with the standards of the brand.

Product Education

• Develop a deep understanding of the Factor and Black Inc ranges and the engineering intent behind each product.
• Translate global product and launch information into clear, useful education for dealers and partners.
• Help dealers communicate the differences between platforms accurately rather than reducing the range to simple price or specification hierarchies.
• Be capable of discussing performance bicycles with experienced riders, mechanics, shop owners, and industry professionals with credibility.

Market Intelligence & Feedback

• Be Factor's eyes and ears in the US market.
• Build an informed view of what is happening within key dealers, riding communities, events, and regional markets.
• Identify opportunities, problems, and emerging needs and communicate them clearly to US leadership and global marketing.
• Provide useful feedback rather than simply reporting activity: what worked, what did not, what dealers are hearing, what riders are asking, and where Factor can improve.

Who We're Looking For

This role suits someone who is equally comfortable talking with a dealer owner, explaining a bike to an experienced rider, setting up a demo fleet at 6 am, and representing Factor at an important event.

You should have:

• Strong knowledge of high-performance bicycles and cycling.
• Practical bicycle mechanic skills and confidence maintaining and preparing a fleet of premium bikes.
• Experience in field marketing, dealer marketing, events, cycling industry sales/marketing, brand activation, or a related role.
• The ability to communicate technical product information clearly and accurately.
• Strong organisational skills and the ability to manage events, equipment, travel, and multiple partners independently.
• Excellent interpersonal skills and confidence working with dealers, riders, athletes, sales teams, and industry partners.
• Good judgment around premium brand representation.
• A high level of ownership and the ability to solve problems without waiting for detailed direction.
• A valid driver's licence and confidence travelling with bikes, equipment, and event infrastructure.
• The ability and willingness to travel extensively throughout the United States, including frequent weekends around events and activations.

Experience working as a bicycle mechanic, demo technician, technical representative, dealer representative, or within the performance cycling industry would be particularly valuable.

How We Work

Factor is a small, ambitious company. We value people who take ownership, make informed decisions, communicate directly, and improve things rather than simply maintaining them.

This role requires independence. Much of the time, you will be the person representing Factor in the market, and we expect the standard of execution to remain high whether anyone from head office is there or not.