Market Development Representative - Western United States

Bonnell; California (MO); On-site; USD 90,000 - 140,000; Full time

Job summary

Bonnell Electric is seeking a Market Development professional to lead dealer development and field sales across California and the Western United States. You will recruit dealers, conduct product demonstrations, and support race weekends to build a premium customer experience.

The ideal candidate has 5+ years in powersports business development, strong dealer network knowledge, and solid mechanical aptitude for field work. This is a hands-on, travel‑heavy role requiring independent execution.

Qualifications

• Five+ years in powersports field sales or dealer development.
• Deep familiarity with powersports industry and dealer operating models.
• Experience as rider with credibility in demanding riding environments.
• Strong mechanical aptitude for field repairs.
• Proven ability to open relationships and grow accounts.
• Excellent written and verbal communication; ability to work independently.

Responsibilities

• Develop and execute West Coast territory plan with dealers, events and partnerships.
• Recruit, onboard, and manage high-potential dealers fitting Bonnell's strategy.
• Build relationships with dealer principals and sales teams; primary field contact.
• Drive dealer productivity through training, product education, and demos.
• Support omnichannel: direct-delivery, PDI, handoff, service, and warranty.
• Maintain accurate account activity, forecasts, and market intel.
• Monitor competitor activity and translate insights to leadership.

Skills

Powersports credibility

Dealer development

Field sales

CRM proficiency

Territory management

Tools

CRM systems

ERP systems

Job description

Bonnell Electric is building the next generation of high-performance electric mountain bikes and lightweight electric motorcycles. Our focus is straightforward: create products that perform at the highest level in real-world conditions and support them through a strong dealer network, direct-to-consumer capabilities, and a rider-first ownership experience.

The Market Development Representative will lead field execution across a strategically important region, with primary emphasis on California and the broader Western United States. The role's primary objective is to recruit, develop, and support productive dealers that can represent Bonnell's products, service standards, and premium customer experience.

This is a hands‑on, field-driven role for someone equally comfortable meeting with a dealer principal, leading a product demonstration, supporting a race weekend, and helping diagnose a machine in the paddock. The right candidate combines commercial judgment, genuine powersports credibility, mechanical competence, and the discipline to turn relationships into productive, long‑term partnerships.

Key Responsibilities

Dealer and Market Development

• Develop and execute a West Coast territory plan that identifies priority markets, high-potential dealers, key riding communities, events, and partnership opportunities.
• Prospect, qualify, recruit, and onboard dealers that fit Bonnell's performance positioning, service expectations, customer standards, and long-term market strategy.
• Build durable relationships with dealer principals, general managers, sales teams, and service departments; serve as the primary field contact for assigned accounts.
• Drive dealer productivity after onboarding through staff training, product education, demo activity, local activation, inventory planning, and consistent follow-through.
• Support Bonnell's omnichannel model by helping dealers execute direct-delivery, PDI, customer handoff, service, and warranty workflows with a high level of consistency.
• Maintain accurate account activity, sales opportunities, forecasts, market intelligence, and follow-up actions in Bonnell's operating systems.
• Monitor competitor activity, dealer economics, customer feedback, and regional demand; translate field insight into clear recommendations for leadership, product, service, and marketing teams.

Race, Rider, and Event Support

• Represent Bonnell at races, dealer events, demos, product launches, media activations, and industry gatherings across the region.
• Coordinate event logistics, including motorcycles and bicycles, tools, spares, displays, transportation, setup, teardown, and on‑site execution.
• Prepare and inspect vehicles, perform routine adjustments and minor field repairs, troubleshoot issues, and coordinate escalation when specialist service support is required.
• Support sponsored riders, ambassadors, customers, and dealer teams with professionalism while protecting product condition, safety, and brand standards.
• Capture structured rider and dealer feedback and ensure useful insights reach the appropriate internal owners.

Regional Operations and Cross Functional Execution

• Coordinate closely with market development, operations, service, marketing, and leadership to support launches, allocations, dealer needs, and issue resolution.
• Own the day‑to‑day sales administration needed to keep dealer opportunities and accounts moving, including preparing and sending approved dealer agreements, collecting onboarding information, creating and maintaining contacts and accounts, entering orders, initiating or raising invoices, tracking required documents, and following through to completion.
• Learn and use Bonnell's contracting, CRM, ERP, order, and invoicing processes well enough to operate independently while the company builds additional administrative support for the growing dealer network.
• Maintain company demonstration and event assets assigned to the territory, including vehicles, parts, tools, displays, and related equipment.
• Plan travel efficiently, manage expenses responsibly, and provide concise reporting on results, risks, opportunities, and next actions.
• Travel beyond the West Coast to support priority U.S. markets and international activities when business needs require it.

What you bring

The ideal candidate will have:

• Five or more years of relevant experience in powersports business development, dealer development, OEM or distributor field sales, race support, or a closely related role.
• Deep familiarity with the powersports industry, dealer operating models, and the commercial realities of building a premium vehicle brand.
• Experienced off‑road motorcycle, electric motorcycle, or performance e‑bike rider with the judgment and credibility to represent Bonnell in demanding riding environments.
• Strong mechanical aptitude and the practical ability to inspect, set up, adjust, troubleshoot, and perform minor repairs on motorcycles or bicycles in the field.
• Proven ability to open relationships, earn trust, negotiate commercially, and move opportunities from first contact through onboarding and ongoing account growth.
• Clear written and verbal communication, sound judgment, strong organization, and the ability to work independently across a large territory.
• Strong administrative discipline and willingness to personally manage contracts, account setup, order documentation, invoicing steps, and follow-up when needed to prevent commercial activity from stalling.
• Comfort using CRM, forecasting, expense, communication, and standard productivity tools.

Preferred experience

• Existing relationships with powersports dealers, riding organizations, race promoters, media, athletes, or industry partners in California and the Western United States.
• Experience with an emerging OEM, premium powersports brand, electric motorcycle company, or performance bicycle brand.
• Working knowledge of dealer financials, inventory planning, merchandising, demo programs, PDI, service, warranty, and retail customer handoff.
• Event, paddock, race‑team, or field‑service experience, including vehicle transport and trackside operations.
• Familiarity with electric powertrains and appropriate high‑voltage safety practices.

Role Success

• A growing base of well‑qualified, productive dealers that invest in the brand and deliver a premium customer experience.
• Strong dealer engagement, responsive issue ownership, and measurable improvement in sell‑through and local market presence.
• Professional, reliable execution at races, demos, launches, and rider activations.
• Accurate field intelligence and disciplined follow‑up that help Bonnell make better commercial and operational decisions.
• Trusted relationships across the territory with dealers, riders, industry partners, and internal teams.
• Directly influence how Bonnell grows on the West Coast, from dealer selection and development to the way riders experience the brand.
• Work with passionate riders, engineers, commercial leaders, and creative teams building a premium powersports company.
• Stay close to the product through dealer demos, events, racing, rider feedback, and new‑model launches.
• Help build the systems, partnerships, and market presence required to scale a high‑performance electric vehicle brand.