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SUPERBIKE FACTORY RECRUITS DIGITAL CHIEF

Macclesfield-based Superbike Factory, which claims to be Europe’s largest buyer, seller and financier of used motorcycles, has appointed Vik Barodia (pictured) as its chief digital officer.

This role will see him working across all aspects of the business, covering more  than 200 employees across three locations. He will take responsibility for the entire digital offering — comprising marketing, technology, commercial and operational functions — and join the board alongside Superbike Factory founder and chief executive Scott Behrens.

Responding to news of his appointment, Barodia said: “Superbike factory 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.”

Scott Behrens added: “Vik Barodia has unrivalled expertise when it comes to delivering digital operations and systems in automotive retailing. 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 end users.”

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