Novated Lease Australia names Natalie Ashes as new CMO

Novated Lease Australia (NLA) has appointed Natalie Ashes as its new chief marketing officer (CMO). Natalie, known for her work in digital marketing and strategic development, brings over 15 years of experience in the services, automotive, and technology sectors. Previously, she served as chief digital officer for Grays, Australasia's largest industrial, auto, and commercial eCommerce business.

In her new role, Natalie will lead NLA's marketing team with a focus on enhancing the company's position as a leading novated lease provider in Australia. She aims to contribute towards achieving the company's goal of originating AUD $500 million in novated leases annually. "Novated Lease Australia and its incredible team are dedicated to delivering exceptional experiences and value to its customers, and I can't wait to start," said Natalie Ashes. "As chief marketing officer, I'm looking forward to helping NLA expand its digital capabilities to help build a seamless leasing marketplace that meets the evolving car leasing needs of Australians."

Throughout her career, Natalie has received numerous accolades. She was ranked in the Top 5 Women in Digital Executive Leader - Driving Digital Transformation in 2023, sixth in Inside Retail's Australia's Top 50 People in e-Commerce in 2022, and appeared in the same publication's Top 50 CMOs list at #13 in 2022 and #19 in 2021.

NLA CEO Bevan Guest expressed his enthusiasm for the new appointment. "We are incredibly excited to have Natalie join our team," he said. "Her calibre and experience in the marketing industry are unmatched, making her the perfect person to help NLA on the next phase of its journey. Natalie's vision for a customer-centric novated leasing marketplace aligns perfectly with the next phase of our growth journey. With Natalie at the helm of our marketing efforts, we are confident in our ability to both achieve and exceed our goal of originating AUD $500 million in novated leases annually. Her vision for digital expansion and a customer-centric novated leasing marketplace aligns perfectly with our strategic objectives."

Novated Lease Australia, established in 2022, provides novated leasing and associated services throughout Australia. The company operates from multiple offices across the country, including a central hub in Sydney and branches in Melbourne, Perth, Brisbane, and Adelaide. NLA has rapidly gained recognition for its market-leading service proposition, competitive pricing, and specialist expertise in electric vehicles.