Jo Ewen has joined ARI Fleet UK as its new director, Complete Brand, helping to drive its growth aspirations.

Jo Ewen, ARI Fleet’s director, Complete Brand

She brings 32 years’ experience in the automotive industry, including most recently at Alphabet, where she was general manager of direct sales. Prior to this, she held several executive positions at LeasePlan and TR Fleet, as well as running her own fleet consultancy.

Ewen will put her knowledge to use running the Complete Brand – a fleet management division created in 2021 to help businesses drive value from their investment in fleet.

Commenting on the position, Ewen said one of her key roles would be to continue leveraging the great customer service offered by ARI.

“It has a reputation for being very people-orientated and that is super-important to me.

“People make the difference in a business and the customer service culture at ARI was very evident both throughout the entire process of joining the business and talking with other industry peers.”

She continued: “It will also be really important to make sure we are giving customers what they really want and build on our use of data to drive outcomes for our customers.”

ARI managing director Nick Caller commented: “Not only does Jo bring a wealth of relevant experience, her obvious passion and customer ethos will be a real asset for our customers as we maximise their investment in fleet. I am excited to welcome Jo to the ARI/Holman family.”

Following the rapid expansion of its FlexLease leasing portfolio, ARI launched two new fleet management divisions in May 2021, delivering two different solutions to cater for distinct fleet types.

The first division, internally called Complex, has been created for businesses needing specific and bespoke management for legislative and regulatory requirements such as O-licences. The Complete Brand is the sister operation and provides fleet management for businesses running vehicles that do not have such legislative and regulatory requirements but still require innovative fleet management, data insights and SMR provision.