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Brand manager - Merida & BMC - Brisbane

We have a rare and exciting position available for a driven individual to help shape the direction of two of the world’s leading Bicycle Brands within the Australian market – Merida & BMC. As the Brand Manager for each of these brands you will be a key decision maker and influencer in the direction, strategy and end to end plans. You will use your product knowledge combined with strong communication and relationship building skills to facilitate information flow between the global Brands themselves, our internal wholesale team and our dealer network of over 200 specialist bicycle retailers. The Pedal Group, the parent company of 99 Bikes and Advance Traders, are the exclusive distributors of Merida & BMC in Australia.   


Merida, a Taiwanese brand founded in 1972, is renowned for its diverse range of high-quality bicycles, spanning all bike categories including mountain, road, and E-Bikes. Merida's Research and Development (R&D) department in Germany is a pivotal hub for innovation within the company. Established in 1988 in Magstadt, near Stuttgart, this facility is strategically located in a region known for its strong engineering expertise and cycling culture.


BMC (Bicycle Manufacturing Company), a Swiss brand founded in 1994 by Bob Bigelow, is celebrated for its cutting-edge road, mountain, and triathlon bikes. Renowned for innovation, BMC consistently pushes bike engineering limits, sponsoring professional teams and achieving Tour de France success.


  • At Pedal Group we believe in the strength of diversity.  We understand the value of including varying perspectives and strengths across our teams.  We are committed to hiring and promoting the right recruits and creating a culture that is safe and enjoyable for all walks of life regardless of age, culture, race, gender identity, sexual orientation, ethnicity or background.

  • Join a thriving industry and get more people riding bikes.

  • Work with smart, capable people who are motivated by results. We take our business seriously, but not ourselves.

  • Fun culture. A social and fun working environment with regular events where you can let your hair down.

  • Generous staff purchasing policy on all the products we sell.

  • Annual Employee Share Scheme Gift with options to purchase more.

  • $1000 Self Development allowance each year to boost our mental, physical or financial health.

  • We pay our employees to ride their bikes to work and offer generous purchasing options on products we sell.

  • Our “Earn to give” initiative. We are paid 1% on top of our annual salary and get to choose a charity to donate it to.


  • Create comprehensive brand plans across the business. Includes ensuring alignment with the business, sales, product & marketing plans.

  • Product management functions related to the brands including pricing, ranging, ordering, cash flow & inventory management.

  • Contract negotiation with all suppliers, to improve sourcing position, manage supplier relations.

  • Work closely with key stakeholders across the business including Sales, Marketing, Finance, Demand Planner & Operations teams.

  • Provide product training to our sales team & retailers.

  • Travel to global brand launches & national travel to key customers.


Key responsibilities of the role are, but not limited to, include;

  • Brand positioning & brand story

  • Customers / Channel strategy linked with Sales & Marketing teams.

  • Product, pricing & sourcing strategy

  • Brand goals & targets (sales, gross profit, stock, cash flow & profitability)


  • Brand Sales & Gross Profit

  • Brand Profit & Loss

  • Brand plan deployed & monthly updates / reporting provided.

  • Supplier savings generated.


  • A proven track record of high achievements

  • Brand Management experience

  • An understanding and passion for bicycles

  • Excellent communicator both written and verbal. 

  • Can demonstrate commercial acumen - required for cost analysis and price setting.

  • Ambitious – wants to drive this role forward and scale it up. 

  • High level of skill in Microsoft Office (Excel, Word, Powerpoint) and Google Suite Apps (Docs, Sheets, Forms). 


$110-130K+ Super (Based on experience & demonstrable ability against the Key Selection Criteria)

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