Head of Growth | EV Salary Sacrifice, Charging & Customer Acquisition Expert

Daniel Betts

Daniel Betts is Head of Growth at The Electric Car Scheme, the UK's leading specialist in salary sacrifice for electric cars. He has worked in the EV sector since early 2021, when fully electric cars made up roughly one in nine new registrations, and has spent the years since helping drivers make the switch, first through EV leasing and public charging at GRIDSERVE and now through salary sacrifice.

Daniel is an EV driver himself, so he writes about the scheme from the driver's seat as much as the marketer's. His focus is on making the all-inclusive monthly cost of an electric car easy to understand and easy to access for employees and employers across the UK.

"Having salary sacrificed an EV myself, I love the one all-in predictable monthly cost. Everything covered, no nasty surprises. Oh, and the £4 it costs me to 'fill up' at home."

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Experience

Daniel graduated from Bournemouth University with a degree in Communication and Media and spent his early career in sales and business development before moving into marketing leadership, holding Head of Marketing roles at Windsor Telecom and IN-SYNC Group, where he sat on the Trading Board.

He joined the EV industry in March 2021 to launch GRIDSERVE's new electric vehicle leasing business, building its marketing function from the ground up. That business became GRIDSERVE Car Leasing and was later acquired by Carwow. Over five years at GRIDSERVE he went on to lead growth marketing across the group's leasing, charging and energy businesses, and then marketing for the whole group as Head of Marketing, during a period when the network grew from around 100 charging sessions a month to more than 300,000 and opened its fifth Electric Forecourt.

In June 2026 Daniel joined The Electric Car Scheme as Head of Growth, responsible for end-to-end growth across paid media, conversion optimisation, CRM and lifecycle, demand generation, attribution and marketing technology. His career highlights include:

  • Launching the marketing function for GRIDSERVE Car Leasing from scratch, helping establish a business that was subsequently acquired by Carwow.

  • Leading the launch and growth of the GRIDSERVE App to more than 300,000 users, alongside customer propositions including Autocharge and GRIDSERVE Plus.

  • Leading marketing for one of the UK's most-used EV charging networks as charging activity grew from around 100 sessions a month to more than 300,000.

  • Leading go-to-market for roaming, fleet and B2B partnerships across public charging, fleets and energy.

  • Building an independent content platform, The Breaking Dad, to more than 75,000 followers and over a million views a month, with brand partnerships including Huel, Amazon and Disney.

Daniel's perspective

Daniel has had a front-row seat to the UK's EV transition since 2021, when going electric was still, in his words, "a bit of a punt". He now writes regularly on the market's growth, the economics of running an EV and what salary sacrifice looks like from a customer's point of view. Recent commentary includes:

  • On EV adoption — tracking the market from around one in nine new registrations in early 2021 to nearly one in three by June 2026, with 63,950 EVs registered that month, up 35% year on year (SMMT).

  • On public charging — reflecting on the opening of GRIDSERVE's fifth Electric Forecourt, the last of five he was involved with, and the case for ultra-rapid charging as EV choice widens across every budget.

  • On salary sacrifice as a customer — on the appeal of one predictable, all-inclusive monthly payment covering the car, insurance, maintenance and breakdown cover, and the cost of charging at home.

  • The Electric Car Scheme — featured in the company's "From EV to even more" series on what he loves about EV salary sacrifice.

Awards & recognition

Recognition earned by The Electric Car Scheme, where Daniel leads growth: