• pbourke2

Head of content - Sydney


We’re on a mission that needs the right humans to help make it happen. We LIVE to help people discover and enjoy the awesome sport of cycling. Our aim is to be Australia’s #1 Online Bicycle Retailer and provide our customers with excellent service and support on our products.

We love to break through old norms, to get bikes and products to our customers quickly and to have a laugh through the good and challenging times. We also have heart and want to improve the environment that as an industry we love to enjoy.

While the Australian office was founded in 2011, we’re global in our approach and presence and have fostered a culture where everyone can make a difference as we work together to make great things happen.

We have a genuine focus on nurturing our team with perks like flexible work arrangements, generous staff discounts, a commitment to ongoing learning and internal career progression across our international footprint.

While we have over 90 staff located across Australia, Asia, United States and Europe. This role is based in our brand new refurbished office in Frenchs Forest, Sydney. However, there is some flexibility for remote working. Our team here works from Monday to Friday so that we can ride bikes on the weekend!

What Will You Do?

The Bicycles Online Head of Content will manage the development of content through editorial planning and release management across Bicycles Online’s digital touchpoints. You will be accountable to deliver content that is engaging, meet KPIs and drive revenue. You will lead and grow a dynamic, multidisciplinary team that provides creative services supporting the delivery of effective content and campaigns that are accurate, completed on time and ultimately lead to increased sales. Reporting to the Head of Conversion & Loyalty, responsibilities will include but are not limited to:

  • Own the editorial and content strategy & execution across the Bicycles Online ecosystem that consists of product creation, digital marketing, email content, articles and blogs, videos, podcasts and social channels, driving prolonged growth.

  • Manage public relations by creating media releases, forging relationships with journalists, agencies and key influencers - generate media coverage of Bicycles Online & our exclusive brands.

  • Oversee the creative process and give support and guidance to the content team - currently consisting of a copywriter, graphic designer, videographer and social media community manager.

  • Benchmark against competitors and ensure Bicycles Online adopts best practices in content marketing & consumer education, thereby leading the industry in customer experience.

  • Delivering high quality content from concept to production, across a range of formats from long form journalistic articles, scripting podcasts & videos, technical how to guides, detailed product pages & photography requirements so customers are fully supported before and after purchase.

  • Assist, collaborate and partner with other departments such as product buying, sales and marketing teams, to meet sales objectives

  • Set, monitor and report on Content team KPI’s, goals and objectives.

  • Stakeholder management and relationship building - internally and externally.

  • Driving reach, reputation and revenue with content through ongoing engagement.

  • Manage department budget and resource allocation to ensure strategic goals are met.

  • Analyse the impact your efforts have on overall business objectives and refine your strategy accordingly.

  • Responsible for the storage and management of assets, photos and videos.

What You’ll Have?

  • Tertiary qualifications in marketing & communications, media or related field.

  • 5+ years of relevant experience in content leadership, brand management or creative direction roles.

  • Demonstrated experience across content management and production (including directing video & photo shoots, editing & post production), and content distribution via online channels & offline media.

  • Up to date with the latest trends in the cycling industry, including leading brands and new technology.

  • Adept at keyword placement and SEO best practices, social media strategy, and how to use content to drive website traffic & sales.

  • Media and PR experience (public relations).

  • Strong people and leadership skills with team members and stakeholders often working remotely.

  • Strategic thinker able to identify long-term opportunities and trends.

  • Quantitative analysis skills to measure, analyse and refine your strategy.

  • Exceptional written and verbal communication skills, with considerable attention to detail.

  • Organised, with the ability to multitask and work under pressure or tight deadlines.

  • Customer relationship management skills.

  • Research and analytical skills, with the ability to gather, collate and interpret data and trends (Google Analytics and SEMrush).

  • Exceptional presentation skills.

  • Computer literate with basic knowledge of HTML, popular content management systems and effective in using Google suite, and collaboration tools like Asana & Slack.

What You’ll Get?

  • The opportunity to help shape the Marketing agenda and direction of a surging business.

  • Generous discounts on bike products and accessories.

  • The opportunity for career progression with a fast-growing international company.

  • An element of flexibility, although an office presence in Frenchs Forest is required.

  • Good toast, ordinary coffee and a dog-friendly office.

How To Apply?

If this sounds like you, there’s no better time to join a team already full of amazing people. Please send your resume and cover letter to

We appreciate how much effort is required to properly apply for a role. We commit to responding to all applicants with relevant skills and experience, but unfortunately will not be responding to candidates who do not meet the following criteria:

  • Permanent working rights in Australia;

  • 5+ years of relevant experience in content leadership, brand management or creative direction roles; and

  • Relevant tertiary qualifications

Thanks also to the agencies for your interest in this role, but we are confident that we've got the process and candidates covered internally.

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