Marketing & Growth Leadership | EV Adoption, Salary Sacrifice & Charging Expert

Gaurav Ahluwalia

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Gaurav Ahluwalia leads marketing and growth at The Electric Car Scheme, the UK's leading specialist in salary sacrifice for electric cars. With more than nine years across the automotive and mobility sectors, he focuses on making the switch to electric simple, affordable and easy to understand for drivers and employers alike.

He specialises in growth marketing, brand building and customer acquisition, translating the mechanics of EV salary sacrifice and charging into clear guidance that helps thousands of employees choose electric.

"The switch to electric only accelerates when people understand how affordable and straightforward it really is."

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Experience

Gaurav leads marketing at The Electric Car Scheme, reporting to the CEO. He joined in 2022 as the first marketing hire and built the function into a department of six marketeers plus a network of specialist partners. He owns the demand generation strategy behind the company’s growth, from positioning to acquisition, conversion and retention.

He specialises in category creation: taking a financial product most people have never heard of and making it clear enough to choose with confidence. His highlights include:

  • Building the marketing function from a team of one into a department covering brand, performance, content, lifecycle and partnerships.

  • Owning conversion across the full sales funnel, from first enquiry to scheme launched, over a period in which the business has grown to support thousands of UK employers.

  • Leading the launch of The Charge Scheme, extending the company from electric cars into charging salary sacrifice.

  • Establishing The Electric Car Scheme as a recognised name in a category that did not exist before 2021, through brand strategy, consistent messaging and a clear market position.

  • Recognised as Top B2B Marketing Influencer in the UK in 2023, 2024 and 2025.

Gaurav's recent coverage

Gaurav regularly creates and features in content that helps drivers understand electric cars, charging and salary sacrifice. Recent examples include:

Awards & recognition

Recognition earned by The Electric Car Scheme, where Gaurav leads marketing and growth: