Original article from Velo Total can be read here.
Yeply drives international roll-out with new marketing director.
Yeply drives international roll-out with new marketing She is at home in the world. Cosmopolitan Laura Grant has gained diverse experience as a marketing expert in five countries over the past 11 years. She is now bringing this step by step into the expansion of Yeply’s global footprint. “Laura is an absolute lucky punch for us! She enriches our team with her knowledge and perfectly embodies Yeply’s DNA,” says founder Tommi Särkkinen, pleased about the top newcomer.
As a digital native, the Finnish native with Bulgarian roots also supports the digital strategy that enables Yeply to work efficiently, scale quickly and collect big data insights that benefit everyone involved. For Grant, this is an important lever for a successful global service network that is able to reliably manage large bicycle fleets. The need is undoubtedly there.
Trends such as quick commerce, mobile delivery fleets and the e-bike boom are massively driving the demand for bicycle repairs in both the B2B and B2C sectors. In addition, there is a growing social awareness of global challenges such as climate change, urbanization and personal well-being, which means that cycling is gaining a whole new status.
“Yeply simply hits the nerve of the time and I am very happy to be able to take part in the global mission,” says Laura about her new position, for which she is more than predestined with her international professional background. After earning two degrees in philosophy, Grant worked as a freelance photographer, copywriter and social media manager before moving into eCommerce, web design and performance marketing. Most recently, Grant held a senior position as Marketing & eCommerce Director for BLIS Technologies, a public biotechnology company in New Zealand. There she led the global D2C activities for New Zealand, North America and China and was also responsible for the rebranding of the entire global brand.
Stations such as Maastricht have shown her how important a well-functioning bicycle infrastructure is and how much quality of life and freedom cycling means. “Yeply’s scalable service model and the way we aim to support city infrastructure with our offering will become even more important in the near future. This is also confirmed by a look at capitals such as Berlin or Paris, which have recognized the advantages of cycling. I believe that we are on the threshold of social change and it’s great to be able to support that,” continued Grant, who has also worked with brands such as Britain’s Got Talent, Comic Relief and Love Island over the course of her career.
Yeply is Europe’s fastest growing ecosystem for bike maintenance. To date, the mobile bicycle workshop from Finland has expanded its B2C and B2B activities to 110 locations in Europe. Compared to small repair shops, Yeply mobile vehicles meet everyday cyclists and professional fleets in central locations. Rather than just focusing on one-off repairs, Yeply services bikes on an efficient assembly line, handling preventive maintenance and collecting repair and end-use data for manufacturers along the way.