Liquid Fleet appoints James Miller to lead sales and marketing strategy

Liquid Fleet has named James Miller as its new Sales and Marketing Director, with responsibility for overseeing the company’s growth strategy and expanding its national footprint, according to a press release.

The appointment forms part of Liquid Fleet’s plan to increase its fleet size from 3,000 to 5,000 vehicles over the next five years, while maintaining its target of 35% annual growth.

Miller joins from Ayvens, where he served as Strategic Account Director managing corporate fleet relationships. His previous roles include Head of Mobility at Santander Consumer and UK Lead for OEM and strategic partnerships at BP Pulse, where he worked on infrastructure and digital charging solutions. He brings experience across corporate leasing, rental and fleet electrification.

One of Miller’s initial priorities will be to expand the sales team to support nationwide coverage, alongside the addition of a digital marketing specialist. He commented that Liquid Fleet’s 6–12-month lease proposition, along with offerings such as salary sacrifice and short-term cover, will remain central to its customer strategy. He added that the business will continue to focus on “personal customer service tuned into specific mobility needs.”

Managing Director Ismael Aumeerally said Miller’s background in corporate rental and leasing would be “invaluable” as the company supports customers transitioning to electric vehicles. He noted that Miller’s appointment aligns with Liquid Fleet’s broader growth and ESG objectives.

The announcement coincides with the company’s relocation to larger premises in Telford, which include a customer presentation suite and EV charging infrastructure. Aumeerally said the town offers “a good geographic base supported by a strong staff pool,” and that the new offices enhance facilities for both colleagues and visiting partners.

“Liquid Fleet appoints James Miller to lead sales and marketing strategy” was originally created and published by Motor Finance Online, a GlobalData owned brand.

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