Skills / 02
Not theory. Not agency work handed off to a team of twelve. Campaigns built, managed and optimised by one person, measured against real revenue numbers.
Six consecutive years. $1.25 million annual revenue increase. Every year.
The Approach
Most marketing activity gets measured in clicks and impressions. That is not how I think about it. Every campaign I ran at Auckland Harley-Davidson was tied back to a measurable outcome, whether that was parts sales, accessories, new bike deposits or workshop bookings.
I built the email list, wrote the campaigns, managed the send schedules, analysed the results and adjusted. No agency. No middleman. Which means the learning compounded year on year into a strategy that actually understood the customer base.
The Background
Auckland Harley-Davidson is a major franchise in a premium market. The customers are enthusiasts with high expectations and real knowledge. Generic marketing does not work on them. Everything had to be specific, relevant and timed correctly around the riding calendar, new model launches, accessory seasons and events.
I grew the social media following to the third largest Harley-Davidson presence in Australasia. That did not happen by posting stock images. It happened because the content was genuine and consistent, built around the actual community rather than a brand template.
I now apply exactly that same approach to new clients and projects, including the Auckland Triumph launch, personal project promotion for RelicTag.com, and consultancy work carried out from the UK.
What I Do
Mailchimp strategy, list management, segmentation, automation sequences and campaign copywriting. Model launch emails, event invitations, finance offer campaigns and WOF reminders. Written, designed and sent without an agency.
Search and display campaigns managed directly. Keyword research, ad copy, bidding strategy and conversion tracking. Focused on real return, not vanity metrics. Budget managed against actual parts and bike sales outcomes.
Facebook, Instagram and community management for a major brand. Organic content strategy, paid social, event promotion and community engagement. Grew Auckland HD to the third largest HD presence in Australasia.
Full event promotion from concept to door. HD Nights, model launches, demo ride events and community rides. Landing pages, RSVP systems, reminder sequences, social promotion and post-event follow-up all built and managed in-house.
Campaign copy, web content, product descriptions, event pages and press releases. Written for a brand voice, not a generic template. Motorcycle enthusiasts spot inauthentic copy immediately. That discipline sharpens everything.
Google Analytics, Mailchimp reporting and custom dashboard tracking. Reading the numbers properly: not just open rates and sessions, but what actually drove a sale. Campaign decisions based on evidence, not guesswork.
Real Outcomes
Measurable increase in annual revenue attributed to digital marketing activity across email, paid search, social and event campaigns. Sustained for six consecutive years, not a one-off result.
Auckland Harley-Davidson's social following grew to rank third across Australasia. Built entirely through organic community engagement and consistent relevant content, not paid follower acquisition.
Built the entire digital marketing presence for Auckland Triumph from nothing. Website, email list, social channels and launch campaigns. A new franchise entering a competitive market, launched with zero digital footprint and built to active engagement.
Full event marketing for a flagship customer evening held at the dealership. RSVP landing page, automated confirmation emails, social promotion, reminder sequences. A complete event marketing funnel built and managed in-house.
An automated email system triggered by vehicle warrant of fitness expiry dates. Brought workshop customers back at the right moment with a relevant message. Practical automation that generated bookings without manual intervention.
Promoted RelicTag.com into the metal detecting community from a standing start. No paid advertising. Community outreach, forum engagement and direct email to event organisers and detecting clubs.
Tools and Platforms