Brand Manager

About Pedal Group

Pedal Group is the parent company of 99 Bikes and Advance Traders, and is Australia's largest bicycle company. Backed by major investor Flight Centre since 2008, we now have over 800 employee shareholders.

Our operations span more than 70 bicycle retail stores, two wholesale distribution businesses, and a commercial property division. Originally founded in Brisbane,

Pedal Group now proudly serves cyclists across Australia, New Zealand, and the United Kingdom.

We're a team of passionate, purpose-driven people who believe in getting more people on bikes and fostering a culture of continuous growth and development. We're seeking enthusiastic, self-motivated professionals who thrive in fast-paced environments and want to make a meaningful impact.

Why Join Pedal Group?

At Pedal Group, we know that our people make the difference. Here's what sets us apart:

• Recognition and rewards: Celebrate your success through monthly awards and events. Our top 10% of high achievers attend an all-expenses-paid Global Gathering—2023's was in Whistler, Canada, 2024 was Hakuba, Japan, 2025 Cairns and in 2026 we'll go to Bali.
• Career growth: We promote from within wherever possible. Our team members have advanced to become Team Leaders, State Leaders, Product, Online, and Marketing Specialists, and even General Managers of overseas operations.
• Inclusive culture: We celebrate diversity and welcome people of all backgrounds, perspectives, and experiences.
• Purpose-driven industry: Join a dynamic, growing sector that promotes health, sustainability, and community.
• Vibrant team environment: Work alongside passionate, capable people who take their work seriously—but not themselves.

Employee Benefits

• Generous staff purchasing discounts on all products we sell.
• Annual Employee Share Scheme gift, plus the option to purchase additional shares.
• $1,000 annual self-development allowance to support your personal and professional growth.
• Get paid to ride—earn rewards for cycling to work.
• "Earn to Give" program: We donate the equivalent of 1% of your salary to a charity of your choice.
• B-Corp certified (since Dec 2023): We're committed to reducing our social and environmental impact.​​​​​​​

The Role

As Brand Manager – Merida, you will:

• Develop and execute a comprehensive brand plan, aligning with company, sales, product, and marketing objectives.
• Oversee product management, including pricing, ranging, ordering, inventory, and cash flow.
• Negotiate and manage supplier contracts to optimise sourcing and strengthen supplier relationships.
• Collaborate closely with cross-functional teams including Sales, Marketing, Finance, Demand Planning, and Operations.
• Deliver engaging product training sessions for our sales teams and retail partners.
• Represent the brand at global launches and national customer events, including travel within Australia and abroad.

Key Responsibilities

• Define and champion brand positioning and storytelling.
• Develop and implement channel and customer strategies in partnership with Sales and Marketing.
• Drive product, pricing, and sourcing strategies to support brand performance.
• Establish and deliver brand goals and KPIs, including sales, profit, stock, and cash flow targets.

Key Performance Indicators

• Brand Sales & Gross Profit
• Brand Profit & Loss
• Brand plan execution and regular reporting
• Supplier cost savings and efficiencies

About You

You'll bring a mix of strategic thinking, hands-on commercial expertise, and genuine enthusiasm for the role.

Key Selection Criteria:

• Proven track record of achievement in Brand Management or similar roles.
• Strong understanding of product and category management principles.
• A genuine passion for bicycles and the cycling industry.
• Excellent written and verbal communication skills.
• Strong commercial and financial acumen (cost analysis, pricing, margin management).
• Highly proficient in Microsoft Office and Google Workspace (Excel, Word, PowerPoint, Docs, Sheets).
• Ambitious, proactive, and eager to take ownership of your role.