Novated Lease Australia (NLA), a leading provider of novated leasing services, has appointed former GraysOnline digital and marketing chief, Natalie Ashes as its new Chief Marketing Officer (CMO).

Ashes brings over 15 years of experience in digital marketing and strategic development in the services, automotive, and technology sectors. Prior to joining NLA, Ashes served as the Chief Digital Officer for Grays, Australia’s largest industrial, auto and commercial e-commerce business. She joined GraysOnline as marketing and ecommerce manager before being promoted to the c-suite in 2021, leaving the organisation late last year.

In her new role, Ashes will lead NLA’s marketing team, focusing on enhancing its position as the premier novated lease provider in Australia and working towards its goal of originating $500 million in novated leases annually. Throughout her career, Ashes has ranked in the Top 5 Women in Digital Executive Leader – Driving Digital Transformation (2023), sixth in Inside Retail’s prestigious Australia’s Top 50 People in e-Commerce (2022), and made #13 in the outlet’s Top 50 CMOs (2022) and #19 Top 50 CMOs (2021).

“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 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.”

NLA CEO, Bevan Guest, described Ashes’ calibre and experience in the marketing industry as unmatched.

This makes her the perfect person to help NLA on the next phase of its journey,” said Guest. “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 $500 million in novated leases annually.”

Established in 2022, NLA provides novated leasing and associated services throughout Australia, with a focus on electric vehicles. It operates from offices across Australia, including a central hub in Sydney and additional branches in Melbourne, Perth, Brisbane, and Adelaide.