Motorcycle experience. Technical depth.

Chris has worked in sales and marketing since 2001 and has focused on the motorcycle industry since 2007. At MotoDirect he helped build established and emerging brands including RST, Wolf, AGV, Motul and Arai, working across product launches, distribution, retailers, customer acquisition and brand growth before ultimately serving as Digital Director. That experience was practical as well as strategic: the campaign had to make sense to the brand team, work for the dealer and help a rider make a better-informed next decision.

Working on the client side also meant buying agency services and seeing how easily technical language, broad audience numbers and platform reports could conceal weak relevance. Chris founded Digitally Charged to create the kind of partner he had wanted to brief: a team that already understood the motorcycle category, could explain the reason behind every recommendation and would distinguish media delivery from a commercially useful result.

A background in computer science and interactive media underpins Chris’s interest in the systems behind modern marketing. Data architecture, websites, automation, search behaviour, analytics and conversational AI are not treated as disconnected technical products. They are parts of the customer journey, and each one needs to answer a real commercial or ownership question before it earns a place in the plan.

The motorcycle experience provides the judgement around those systems. Licence stages, riding disciplines, model categories, dealer geography, seasonality, finance, servicing and brand identity can change the meaning of a signal. Chris’s role is to connect what technology makes possible with what the market actually needs, while making the assumptions and limitations visible enough for a client to challenge.

Chris also owns Superbike Marketing, home to one of Britain’s best-known motorcycle media brands. That connection gives the wider team a live view of the topics, formats and publishing rhythms that attract attention from riders. The learning is used at an aggregated level to improve questions, content and campaign planning; it is not a claim that one platform represents the whole market, and it does not involve selling named-user profiles or private audience data.

Across Digitally Charged, Chris keeps strategy, media, creative, software and measurement connected. The aim is not to make every brief bigger. It is to make the important decisions better: define the audience properly, build the experience around the product, choose evidence that can support the claim and carry the learning into the next market, model or customer journey.