JOLT has announced the appointment of Louise Down as UK Head of Marketing. JOLT has a unique EV charging station proposition. The company has combined a digital advertising proposition with EV charging stations. Founded in Australia in 2018, the company received AU$100 million in funding from BlackRock in 2021. It launched onto the UK market in November 2023. The appointment is the next step to expanding its presence in the UK market. It has also launched in the US, with multiple stations in Miami.
Correction: JOLT has yet to launch in the US, though their its US website is active and might infer that they have a presence in Miami
JOLT aims to reduce the barriers to EV ownership by providing free-to-use charging stations across cities in the UK. Its initial stations are located in North London and give drivers access to 7 kWh of free and fast charging per day, around 30 miles of range. For drivers wishing to extend the charging session, subscription plans are available.
Clarification from JOLT: “Drivers do not need a subscription to extend the charging session. They just get charged at an affordable charging rate of 0.35p/kWh.”
The platform runs on renewable energy. Thus ensuring that those drivers who have selected EVs for their green footprint can ensure they only use green energy. Charging stations are kerbside and convenient. This also provides advertisers with a highly visible platform for advertising.
Down will report to the UK Sales Director, Gino Cettina and will help drive the strategic decision and help expand JOLT’s unique offering across the UK. She has been tasked with opening up opportunities for partnerships, especially with cities, to expand the number of public EV charging stations.
Cettina commented, “With the appointment of Louise as UK Head of Marketing, we can focus on building the business with relevant customer insights. With a strategic vision aimed at driving innovation and empowerment within the UK market, Louise brings a wealth of experience in research to the table. Her appointment underscores JOLT’s commitment to providing partners with more relevant insights across various categories, enabling them to make informed decisions and drive meaningful impact.”
Who is Louise Down?
Down has over 25 years of experience in Marketing. She has most recently worked as a freelancer, defining marketing strategies and priorities and produce insight-led content and collateral. Prior to that, she was a Partner at Opal & CO, working as a brand and marketing consultant. She spent nearly thirteen years at Mindshare, rising to become the Worldwide Marketing Director. At Mindshare she was responsible for planning, development and implementation of overall marketing strategy and day-to-day running of marketing for Mindshare.
She has an interest in how AI will influence marketing, considering its rapid evolution, where it provides opportunities and the risks it also raises. Back within a company, it will be interesting to see how she sets about her task of raising JOLT’s profile.
Down, said, “JOLT’s unique business model has pioneered an approach that makes public EV charging more accessible to UK drivers. I’m thrilled to join this visionary team and replicate the growth the model has experienced in other global regions. Building strategic marketing partnerships is fundamental to this success in delivering equal value for consumers, brands, communities and the environment.”
Enterprise Times: What does this mean
JOLT has hired a marketing leader that understands the UK market. It is a sensible choice for an international organisation that is growing rapidly in a nascent market. Its approach is innovative and offers to meet the critical need for public EV charging stations outside of homes. Its business model aim supports the the UK government’s goal of increasing public chargers tenfold. It hopes to increase its network across the UK and displays the Crown Commercial Service Supplier mark.
Correction: A spokesperson from JOLT indicated that it is something they “complied to, not received”.
