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Episode 189: Liz Allan and Victoria Hutton – Rethinking EV Marketing, Customer Behaviour and Brand Loyalty.

Liz Allan is joined by Victoria Hutton, a fractional Chief Marketing Officer with a fascinating background spanning global brands, digital strategy, and the rapidly evolving electric vehicle sector.

The conversation explores how EV marketing is shifting as adoption grows, and why understanding real customer behaviour is more important than ever. Victoria shares her journey from working with global brands to shaping marketing strategies in the EV space, and how data, curiosity, and fresh thinking have guided her approach.

Together, Liz and Victoria discuss the changing nature of brand loyalty, the challenges businesses face in balancing long-term strategy with the need to react quickly to market shifts, and the increasing role of AI in marketing. They also explore the importance of connecting marketing to real-life experiences, particularly regarding EV charging, cost understanding, and customer expectations.

Quote of the Episode:
“The brand loyalty is not to the brand itself. It’s to the experience you have with the people behind it.” Victoria Hutton

Victoria Hutton Bio:
Victoria Hutton is a fractional Chief Marketing Officer specialising in growth, strategy, and digital marketing within the electric vehicle sector. Originally from Moscow, she rebuilt her marketing career in the UK, working across a diverse range of industries before moving into the automotive industry.

Her experience includes working with global brands such as Polestar, where she helped shape marketing strategies during a pivotal stage of EV adoption, as well as leading digital transformation and customer growth initiatives within the EV charging sector. Victoria now works with businesses on a consultancy basis, helping them navigate market entry, improve customer engagement, and drive sustainable growth through data-led decision making.

Victoria Hutton Links:
Website: https://www.vhutton.com
LinkedIn: https://www.linkedin.com/in/victoria-hutton

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