About the job

Founded in 2014 by Oliver Cousins and Jarrad Smith, MAAP was created to bring their shared knowledge in technical garments and design to cycling.

Born in Melbourne, MAAP is in a continual pursuit of progression. Our ambitions are as radical as our actions. We might not know the way but we’re willing to pave it so others can join in the effort. Those that know us say we have an obsession with no-bullshit excellence – we’re good with that. For us, it will always be about next-level creativity, performance and impact. It’s not about crossing the line first; it’s about inspiring others to accelerate and realise their best. One ride at a time, we are striving to cultivate a better world and more vibrant future for the sport. We create, push the pace, and revel in the challenge. At MAAP, the job is never done.

THE ROLE

MAAP is seeking a Digital Marketing Director to lead and scale our global growth engine across paid media, retention, CRM/lifecycle, and performance analytics.

This is a pivotal role responsible for delivering full-funnel commercial growth while strengthening brand-led, customer-centric performance strategy.

You will partner closely with eComm, Creative, Regional Marketing, Product, Planning, and Retail teams at MAAP to build seamless customer journeys that move riders from awareness to loyalty.

Position Responsibilities

Digital Marketing Leadership

• Own MAAP’s global digital and performance marketing strategy across paid media, retention, lifecycle and analytics
• Lead full-funnel planning and execution that drives high-quality brand awareness and customer prospecting, new customer acquisition, revenue growth, and customer LTV
• Build a portfolio-based media approach that balances brand, mid-funnel, and lower funnel conversion efficiency.
• Partner with Finance and eComm on forecasting, budgeting, and scenario planning
• Set quarterly targets, KPIs, optimisation plans, and forecasting models in partnership with Finance and eComm
• Develop and maintain a global reporting framework with clear KPIs, dashboards, attribution models, and insights.
• Lead monthly performance reviews with the Executive Team and key cross-functional stakeholders.
• Build a culture of test → learn → scale across every performance channel.

Paid Media & S/A/GEO Excellence

• Lead global paid media strategy across Meta, Google, YouTube, TikTok, programmatic, affiliate, and emerging channels.
• Ensure a premium, brand-aligned creative approach to performance media.
• Develop, implement and continually enhance discoverability of MAAP across Search as well as Answer/Generative LLM sources.
• Build and manage a robust testing roadmap across audiences, creative formats, landing pages, and channel mix.
• Manage agency relationships where applicable and build internal capabilities for scale.

Retention, Lifecycle & CRM

• Partner with eComm, Product, Creative, and Retail to deliver highly personalised, high-impact lifecycle experiences.
• Across paid channels, build frameworks for segmentation, behavioural triggers, repeat purchase rate and winback to deliver on new and return customer growth.
• Driving database growth strategy through strategically executed paid and partner campaigns
• Driving and evolving MAAP’s CRM strategy and overall CRM effectiveness across campaigns, automated flows and personalisation, always with an emphasis on testing, performance tracking and premium brand experience.
• Champion CRM as a core business driver - improving both customer value and brand affinity.

eComm & CRO Experience

• Partner with eComm and Creative to support conversion through UX testing, product merchandising, landing pages, and site functionality connected to performance media and ad portfolio strategy.
• Alongside eComm, champion exceptional end-to-end digital experience across web, mobile, and checkout.

Cross-Functional Leadership

• Partner closely with Creative on performance creative briefs, asset development, rapid iteration, and creative testing.
• Work with Product and Merchandising to align inventory, product priorities, and commercial objectives.
• Ensure tight coordination with Brand, Retail, and Regional teams to deliver cohesive global media strategy and ad campaigns.
• Collaborate with eComm to improve end-to-end customer experience by connecting digital performance efforts to on-site experience through to check-out.

Team Leadership & Culture

• Manage and mentor a direct team while also collaborating with teams across eComm, Creative, Product, Planning and more.
• Drive a culture of clarity, accountability, experimentation, and continuous improvement.
• Build processes and ways of working that enable speed, quality, and alignment across teams.

Other Responsibilities

• Keep MAAP ahead of emerging performance trends, tools, platforms, and measurement methodologies.
• Represent MAAP at industry events, conferences, and partner engagements.
• Uphold MAAP’s premium brand standard and creative excellence across all performance initiatives.
• Foster strong, meaningful relationships with global partners, platforms, and agencies.

THE CANDIDATE

This leader will combine analytical rigour with creative experimentation and excellence - knowing how to build an effective performance engine that drives efficiency, accelerates revenue, and upholds MAAP’s premium brand positioning across all channels and markets.

You are equal parts strategist, data scientist, operator, and mentor - with a bias for clarity, collaboration, effectiveness and measurable outcomes.

Key Qualities

We’re looking for someone who is:

• An experienced digital and performance marketing leader with 12+ years managing global digital growth programs and teams.
• Deeply knowledgeable across paid media, lifecycle/CRM, CRO, analytics, attribution, and omni-channel measurement.
• Skilled in building full-funnel media and retention strategies across DTC, retail, and wholesale-supporting environments.
• Fluent with performance data, experimentation frameworks, channel-specific best practices, and creative testing methodologies.
• Experienced operating in premium, design-led, performance-oriented brands (ideally cycling, sport, fitness, outdoor, or fashion)
• Comfortable managing multi-channel budgets and driving measurable commercial outcomes.
• A strong people leader - able to hire, mentor, and scale high-performance teams.
• Highly collaborative and cross-functional, bringing other teams along and providing structure and clarity to ambiguity and complexity.
• Culturally attuned, with a deep understanding for why performance marketing and brand storytelling must work hand-in-hand.
• Passionate about cycling, sport, culture, and community - and motivated by the pursuit of continuous improvement

Why MAAP?

Because we’re not just making cycling apparel and accessories—we’re shaping a movement. We’re building a global brand driven by creativity, community and performance. If you want to help write the next chapter of MAAP—and propel cycling forward—we’d love to meet you.

This role is to be based at MAAP's HQ in Melbourne, Australia.

Requirements added by the job poster

• No need for visa sponsorship

• 12+ years of work experience with Digital Marketing