International Sales Manager Asia

Join BMC – Premium Performance Cycling

At BMC, we design and build high-performance bikes that redefine standards. To accelerate our growth in Asia, we are looking for an experienced, entrepreneurial sales leader with deep expertise in the China cycling market.

This is a high-impact role for someone who understands the real dynamics behind Asia's most complex cycling market — and knows how to translate insight into sustainable business growth.

Your Mission

You will lead BMC's commercial development across Asia, with a primary focus on China, unlocking growth opportunities while ensuring our premium brand positioning is consistently executed across all channels.

What You Will Do

• Drive BMC's expansion in China and key Asian markets (Taiwan, South Korea, Japan, Southeast Asia)

• Build a deep, data-driven understanding of the China cycling ecosystem, including distribution structures, retail landscape, and consumer trends

• Identify, evaluate, and develop the right partners for BMC, combining strong analytical assessment with clear strategic judgment on long-term fit

• Own and execute the full sales cycle with distributors — from strategy and forecasting to sell-in, retail execution, and follow-up

• Grow and strengthen distributor relationships, ensuring high performance and alignment with BMC's premium positioning

• Deliver impactful dealer and distributor training to elevate market knowledge and brand representation

• Co-create and support localized marketing initiatives, strengthening BMC's visibility and brand impact in each market

• Represent BMC at key industry events, trade shows, and dealer platforms across Asia

• Continuously assess market trends, competition, and opportunities to sharpen BMC's position and drive growth

What Makes You a Great Fit

• Proven track record in the cycling industry, with strong hands-on experience in China

• Deep understanding of the China cycling market — beyond surface level (distribution, retail, key players, market realities)

• Strong network across the cycling ecosystem (distributors, retailers, media)

• Strategic thinker with the ability to translate market insight into concrete business actions

• Fluent in English; Mandarin strongly preferred

• Based in Asia (Taiwan is a strong plus) and willing to travel extensively

• Entrepreneurial mindset, strong ownership, and drive to build something long-term

• Passionate about cycling and motivated to represent a premium, performance-driven brand

Why This Role

• Shape the future of BMC in one of the most dynamic and challenging regions globally

• Work in a high-impact role with real ownership and visibility

• Be part of a premium brand with strong product DNA and global ambition

• Operate at the intersection of strategy, market insight, and execution

If you're someone who truly understands China — not just as a market, but as a complex ecosystem — and you're ready to build sustainable growth for a premium brand, we want to hear from you.