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 world-class, global VP of Marketing to partner with the Chief Marketing & Digital Officer in leading the global marketing function across brand, performance, retail, eComm, wholesale, and communications. This is a pivotal leadership role responsible for driving integrated marketing strategies that fuel both brand heat and commercial impact. The VP of Marketing will bring a proven track record of building iconic, product-led and performance-driven brands—ideally across both DTC and wholesale channels—and will know how to balance the art and science of modern marketing while leading a globally distributed team.

The Global VP of Marketing will help MAAP continue to go off the front—ensuring the brand is always progressing and striving to deliver meaningful value globally while driving relevance locally.

Position Responsibilities

Strategic & Brand Leadership

• Lead MAAP’s annual global marketing strategic plans, execution and evolution following real-time quantitative and qualitative learning agendas.
• Lead MAAP’s global marketing team across all functions located in Melbourne, Los Angeles and the UK and Europe.
• Partner with the CMDO to shape and implement MAAP’s global marketing framework aligned to the global marketing vision that connects deeply to MAAP’s mission, commercial goals and long-term brand ambition
• Own the development of integrated brand and product marketing strategies that build brand equity, drive new customer growth and retention, and support global brand health
• Elevate brand storytelling across all channels, ensuring creative excellence and brand consistency from campaign through to conversion

Team Leadership & Culture

• Lead, mentor and scale a high-performing team across all key marketing functions (Brand, Performance, Retail, Sports & Regional Marketing)
• Build a strong internal marketing culture focused on authenticity, creativity, and business impact
• Empower teams to think boldly while self-editing and executing with discipline

Marketing Execution

• Guide end-to-end execution of global marketing plans alongside a Director of Marketing—from brand campaigns and community activations to retail moments and performance media strategies
• Lead cross-functional alignment across product, creative, eComm, retail and wholesale to deliver coordinated go-to-market moments that are distinctive and powerful
• Drive operational excellence in marketing planning, budget management, agency partnerships and performance measurement

Performance Marketing

• Guide the performance marketing strategy and execution alongside a Director of Performance Marketing—including paid media, retention, conversion rate optimization, lifecycle marketing, and performance analytics
• Partner closely with a VP of eComm and the wider eComm team to drive full-funnel growth across channels and customer journeys
• Cultivate a culture of experimentation, testing and continuous learning

Retail, Wholesale & Sports Marketing

• Partner closely with a VP of Retail to drive retail marketing excellence across MAAP LaB stores globally—enhancing in-store experience, traffic and conversion
• Oversee brand presence and partnership strategy across wholesale accounts—ensuring alignment with premium positioning
• Lead sports marketing programs—across athletes, teams, and events—with a focus on both brand affinity and business impact

Communications & Culture

• Shape and elevate global comms strategy across PR, social, influencer and partnerships
• Alongside other key stakeholders, develop powerful brand partnerships and collaborations with and beyond cycling to
• Foster MAAP’s cultural relevance—identifying opportunities for the brand to intersect meaningfully with global culture, sport and community
• Champion creative work that surprises, delights and resonates

Other Responsibilities

• Develop frameworks for measurement and performance analytics across brand and growth channels
• Foster a culture of innovation and excellence
• Represent MAAP as a senior brand leader internally and externally, including with partners, press, and industry peers
• Stay ahead of market trends, emerging tech, and shifts in consumer behaviour

THE CANDIDATE

This individual must be as fluent in brand strategy as they are in performance data and creative distinctiveness, as they are in overall marketing effectiveness and commercial outcomes. They should have deep experience across all major marketing disciplines—brand, digital, comms, content, retail and sports marketing—and know how to lead a high-performing team to deliver meaningful, measurable work while working with strategic cross-functional partners to align around department-level and company-level priorities.

Key Qualities

We’re looking for someone who is:

• A strategic operator with 15+ years of progressive marketing leadership, ideally within high-growth, brand-led performance or lifestyle companies
• Experienced in scaling brand and business across multiple markets, with demonstrated success in both DTC (eComm + owned Retail) and wholesale environments
• A confident leader of Brand Marketing, Performance Marketing, eCommerce and Retail Marketing functions—able to lead both strategy and execution
• Experienced in brand building through world-class creative campaigns, partnerships, community engagement and athlete-driven storytelling
• Capable of confidently leading brand-level and crisis-level Comms and PR strategies and situations
• Deeply knowledgeable across digital marketing disciplines (paid media, retention, analytics, social, content, SEO/SEM, lifecycle marketing)
• Comfortable operating in global organizations—adept at balancing consistency with local relevance
• A strong, compassionate people leader with experience managing multidisciplinary teams across time zones
• Ability to work in a fast-paced, deadline-driven environment while managing multiple projects simultaneously
• A natural collaborator who thrives in cross-functional environments and brings others along the journey
• Culturally attuned with a sharp creative eye and understanding of what drives cultural energy
• Strong knowledge and passion for the cycling industry, including familiarity with cycling products, trends, and customer segments along with knowledge of the street-wear and fashion industry
• Passionate about sport, community and pushing performance—on and off the bike

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, but we are also open to candidates currently living in Los Angeles.