British online motorbike retailer SuperBike Factory has appointed Vik Barodia as chief digital officer.

Barodia (LinkedIn profile) will join the board of the company, alongside founder and CEO Scott Behrens. Barodia has previously worked for Gumtree, now part of EBay Classified Group, Glass’s Guide, Global Insight and Ford Motor Company. His most recent role was at online car dealer HeyCar where he was chief operating and product officer from August 2019.

In his new role at SuperBike Factory Barodia will work across all aspects of the business, taking responsibility for all digital output as the company expands, including marketing, technology, commercial and operational functions.

“I’m delighted to be joining Superbike Factory,” said Barodia. “The business has built its success on great choice, service and price – and now we want to expand on this, delivering the most convenient e-commerce proposition by digitising our offering and using our data strategically.

“This will mean we can work with a global consumer audience, whether they are looking to buy, part exchange, finance, or accessorise a motorbike.”

Superbike Factory is the largest buyer, seller and financier of used motorbikes in Europe. Founded in 2010 by Behrens and James Watson, it has built its brand organically and introduced its online store in 2018. The company employs over 200 people across three locations and was the first U.K. motorbike retailer to sell over 1,000 bikes in a single month. It is opening new click and collect locations to support platform growth over the coming months.

“The business is entering an era of hypergrowth and as our customer base, product portfolio and bricks and mortar locations expand and diversify, it’s vital that our digital presence delivers the best possible service to the end users through taking a creative and strategic approach,” said Behrens.”

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