Performance Marketing Manager

About Cowboy

In 2018, Cowboy introduced the most beautiful, simple, and connected electric bike for urban riders. With a vision to be the ideal mode of transport, Cowboy has transformed the electric bike into a fully connected ecosystem that our riders experience every day. Over time, the cultural impact we imagine is one of creating the living city: urban environments that are more mindful of us and the way we want to move, and more sustainable for all its inhabitants.

Like many companies in the mobility space, Cowboy has recently gone through a period of significant change. Today, we are entering a new chapter as we stabilise, rebuild, and refocus our organisation in close collaboration with our manufacturing partner and new majority shareholder, Rebirth. This next phase is about strengthening our foundations whilst continuing to design bikes that people genuinely love to ride.

A Cowboy is someone with the courage, despite their fears, to follow their own intuition and to move in their own way. Courage is the human emotion shared among our riders and with us as a brand.

The Role

One person owns Performance Marketing and Growth at Cowboy. That person is you.

Every euro of paid spend, every market, every result it produces sits with you. Belgium, the Netherlands, the UK, Germany, France and beyond: if we sell there, you run growth there.

Cowboy is a D2C brand at heart. Ecommerce isn't one channel among many. It's the lifeblood. The performance you drive is the business.

You will report into the Commercial Director and sit at the centre of how we trade and how we grow. This is hands-on, not hands-off. You build the campaigns, read the numbers, and make the calls. Not a coordinator role, the real thing.

What You’ll Own

• Paid acquisition across Meta and Google, genuinely hands-on. You will build and run campaigns yourself: audience strategy, creative testing, bid management, feed optimisation. We have an agency who supports, but you are the one driving.
• CAC and payback. You will own the order economics of paid acquisition: cost per lead, cost per acquisition, and payback period across channels. Scaling spend is only interesting if the numbers stack up.
• Creative strategy and testing. You will not be making the ads yourself, but you will know what makes them work. Working closely with our internal design team, you will brief, test and iterate creative with a clear point of view on what drives performance and what to scale.
• Attribution and incrementality. Understanding what is actually driving growth, not just reading dashboards. You will design tests and make decisions based on what they tell you.
• Test and learn. Structured creative and copy testing on Meta and Google, building a feedback loop that continuously sharpens what we put in front of people.
• Channel expansion. Meta and Google are your foundation, but you will be hungry to find what comes next. Identify, test and scale new channels that generate profitable leads. We are not looking for someone to maintain the status quo.
• Audience and targeting strategy. Build and manage audience segments, lookalike audiences and remarketing lists, keeping the data pipeline that feeds them sharp and current.
• Overall ecommerce sales forecasting and P&L input. Own the commercial numbers, feed into S&OP, and keep leadership informed.
• City-level trading. Getting under the skin of performance market by market, identifying where we are winning and where the opportunity is.
• Cohort and funnel analysis. Buying a Cowboy is a considered decision. You will track how intent traffic converts at every stage, from email sign-up through test ride to transaction, and find ways to accelerate it.
• Weekly performance reporting across paid, CRM, and ecommerce, including incrementality and new analytical workstreams we are building out.
• Campaign and launch coordination. From seasonal promotions to major product launches, keeping all channels aligned and firing on time.
• Commercial partnerships that directly drive revenue. Affiliate and creator relationships in the cycling space, video content partnerships, and early-stage B2B fleet opportunities.
• Landing page performance. Work closely with our dev and design team to ensure paid traffic lands somewhere that converts. You will understand what happens after the click and push for improvements when it matters.
• Representing growth in trading meetings, leadership updates, and all-hands.

What We’re Looking For

• Proven hands-on experience running paid acquisition on Meta and Google. You have managed meaningful budgets and have the scars to show for it.
• Highly analytical and data-driven. You live in the numbers, connect performance data to commercial decisions, and can turn a messy spreadsheet into a clear point of view.
• Strong commercial instincts. Comfortable owning a forecast, reading a P&L, and knowing which metrics actually matter.
• Experience managing an external paid media agency.
• Solid grasp of attribution and incrementality. You have run tests, not just read about them.
• An eye for partnerships that drive sales, not just awareness.
• Clear, confident communicator who can hold their own in trading and leadership meetings.
• Comfortable with ambiguity. We are a small marketing team and the shape of this role will evolve. You will need to be genuinely flexible, willing to pick up new responsibilities, and energised by variety rather than unsettled by it.

Why Cowboy

• One of the most loved products in urban mobility. You will be proud to work on it.
• Real ownership from day one. This is not a coordinator role.
• A small, smart, fast-moving team where your work has visible impact.
• Straight-talking culture, low ego and high standards.
• Hybrid working out of our Brussels HQ.
• The chance to help shape how we grow, not just execute someone else’s plan.