Gary Lewis Cheetham
Automotive Growth Strategist | Marketing Technologist
Engineering growth at the intersection of software, marketing, and sales.
I'm an automotive professional with a lifelong grounding in the motor trade and a proven record of building scalable systems that drive measurable growth. I combine dealership operations knowledge with technical and marketing expertise — creating digital strategies that deliver results in both the UK and US markets.
About Me
I was born in Manchester, England, in 1997, and grew up inside a family-run motorcycle dealership. My dad was a car salesman, and motorcycle entrepreneur who started his own dealership in 2007 — that's where I learned the fundamentals of customer service, vehicle sales, and hands-on operations.
As the business grew, I discovered my passion for technology and marketing. I began writing code, developing websites, and building custom CRM systems to improve efficiency. By my early twenties, I was managing digital marketing, software development, and finance operations for a multi-million-pound dealership — learning the business from every angle.
In 2022, after helping oversee the successful sale of our family dealership to a national chain, I transitioned to working with powersports and Harley-Davidson dealerships in the United States. Today, I'm based in Baton Rouge, Louisiana, leading marketing for a multi-location dealership group and continuing to innovate at the intersection of sales, software, and growth strategy.
What I am Passionate About
Marketing & Growth Systems
- •Data-driven PPC & SEO campaigns
- •Funnel optimization and high-intent lead generation
- •Integrated content and video strategy
Software & Automation
- •CRM architecture and process automation
- •Data integration and analytics
- •Custom-built tools for sales efficiency
Sales & Operations
- •Retail growth strategy
- •Customer lifecycle optimization
- •F&I and dealership process improvement
Ventures & Brands
A portfolio of successful automotive and powersports businesses built across the UK and US markets.
SoManyBikes
Family motorcycle dealership sold in 2022
Sold 2022
We Buy Any Bike
Buying brand sold alongside the dealership
Sold 2022
GL Digital
Marketing consultancy helping motorcycle dealerships and ecommerce companies
Founded 2019
Countryside Motorhomes
RV dealership founded and grown with family
Founded 2022
Sell My Motorhome Yorkshire
Buying brand of the RV dealership
2022
Motorhome Pig
Motorhome brokerage with AutoTrader Highly Rated award 2024
Award 2024
Experience & Achievements
Marketing Director (Full-Time)
Harley-Davidson Dealership Group
2024–Present
Louisiana, USA
Lead marketing operations for multiple dealership locations. Developed and manage full-funnel lead generation systems integrating directly with the sales floor. Implemented performance tracking to tie ad spend directly to unit sales.
Co-Founder
UK RV Retail Startup
2024
Halifax, UK
Built a lean RV dealership operation from zero to nearly £2M in revenue in 6 months. Led brand creation, marketing automation, and digital infrastructure — proving the power of data-driven marketing in traditional retail.
Consultant – Marketing & M&A
UK/US Automotive
2022–2024
Manchester, UK & USA
Supported the sale of a major UK dealership group to a private equity-backed buyer. Advised on digital asset valuation, CRM migration, and marketing continuity. Concurrently managed growth campaigns for US-based motorcycle dealers.
Independent Marketing Consultant
Various Clients
2019–2022
Manchester, UK & USA
Helped UK and US small businesses grow through paid media, SEO, and direct-response marketing. Specialized in improving ROAS and lead-to-sale conversion in vehicle retail.
AI/ML Research & Development
University of Manchester Collaboration
2018
Manchester, UK
Partnered with University of Manchester MSc student to build a machine learning algorithm using Python neural networks. Leveraged family dealership data to create MotorbikeValuations.com, an AI-powered motorcycle pricing tool. This foundational AI experience demonstrated early adoption of data science in automotive retail.
Finance Department & CRM Development
Family Dealership
2018–2019
Manchester, UK
Managed an in-house finance brokerage, building relationships with lenders and optimizing deal flow. Simultaneously developed internal CRM and automation tools that improved efficiency and reporting.
Software Developer & Digital Lead
Family Automotive Group
2013–2018
Manchester, UK
Built all internal systems and websites in-house, including custom lead management and CRM software. Learned firsthand how dealership processes work — from buying and prep to marketing and sales.
My Approach
I believe growth is engineered, not guessed. The best-performing dealerships are those where marketing, sales, and technology are unified into a single operating system. My strength is understanding how these moving parts connect — and building systems that turn that understanding into measurable results.
Gallery
A chronological journey through my career in automotive growth, from family dealership operations in the UK to Harley-Davidson leadership in Louisiana