The Bike Sanctuary

Sales & Marketing Director
August 2020 - July 2025

Founded, built, and led a multi-franchise motorcycle dealership from concept to £2.8m turnover, with over 600 annual unit sales. Took full ownership of brand development, operations, and team leadership across sales, marketing, aftersales, and workshop functions.

Brand & Marketing: Created the brand identity, built the website, launched and managed all social media channels and content, and developed a marketing strategy that combined paid digital, SEO, influencer partnerships, and video to drive nationwide awareness and eCommerce sales.
Sales & Finance: Personally handled customer sales, finance applications, upselling, and stock rotation. Managed sales targets and volume forecasts with OEMs while maintaining strong relationships with suppliers and finance partners.
Operations & Admin: Oversaw all day-to-day operations including sales admin, invoicing, reporting, workshop efficiency, P&L accountability, and resolution of complex customer service issues.
Team Leadership: Recruited, trained, and managed a team across sales, service, and workshop departments, creating a culture of accountability, performance, and outstanding customer experience.
Aftersales: Ran a 4-bay workshop, including technician scheduling, parts flow, upsell processes, and workshop utilisation.

Successfully positioned the dealership as a trusted, rider-first brand with national reach, known for both its customer service and unique, community-led approach.

Creating A Brand

The Bike Sanctuary was born from a simple idea: to offer more than just a dealership—a true haven for bikes and bikers alike. I developed the concept, designed the logo from scratch, and built a modern-retro brand that resonated with riders. Through a strong online presence and relatable social content, the brand quickly gained traction and became known for delivering a complete, community-driven experience.

Building A Reputation

Having a great building, quality products, and outstanding service is only half the battle. The real challenge—and opportunity—was generating awareness and building a trusted reputation within the riding community.

We combined targeted paid social and search campaigns with consistent SEO and analytical reviews, all designed to reach audiences who didn’t yet know we existed. Over five years, this approach helped us grow from 100 to over 600 annual unit sales.

In 2025, despite the usual seasonal dip in organic traffic, we’ve seen steady audience growth—with reduced ad spend. This continues to have a measurable impact on both lead generation and conversion rates.

Customer Management

Using an automotive CMS platform, we enhanced customer retention through smart, automated email and SMS campaigns. These not only reminded riders when routine maintenance was due, but also highlighted when they were approaching financial parity—positioning them perfectly for a potential upgrade. This proactive communication kept us top-of-mind and helped drive repeat business.

Being Unique

One of The Bike Sanctuary’s greatest strengths was its online following across social channels. We developed bespoke content tailored to each platform’s audience—driving engagement, brand affinity, and visibility. YouTube served as both a monetised content hub and product showcase, while strategic backlinks from social content helped the website perform strongly in organic search. Together, this ecosystem significantly boosted traffic, authority, and reach. Visit the YouTube Channel