Board Member

Chris Joyce has more than three decades of experience driving operational excellence, commercial strategy, and sustainable growth across major UK mobility organisations. He is currently the Managing Director of Sogo Mobility, where he oversees the company’s next phase of expansion, innovation and strategic partnership development, working closely with Cambria Automobiles to help businesses transition to flexible, low‑emission mobility solutions.

Chris brings a distinguished track record of senior leadership across the industry, with pivotal roles at Fleet Hire, SG Fleet, and Octopus Electric Vehicles. At Octopus EV, he served as Director of Commercial Operations, supporting the rapid scaling of one of the UK’s most innovative electric vehicle mobility providers. His earlier leadership roles include Operations Director at SG Fleet UK and Chief Operating Officer at Fleet Hire, where he delivered business integration, supply‑chain transformation, fleet optimisation and commercial performance improvements.

In addition to his executive roles, Chris is a long‑standing Board Director of the Association of Fleet Professionals (AFP), contributing to national industry standards, policy discussions, and strategic guidance for the UK fleet community.

Across his career, Chris has led teams responsible for pricing, residual value strategies, asset risk modelling, operational process development, IT integration, supply chain optimisation, and customer fulfilment. Known for his analytical approach, collaborative leadership style, and commitment to innovation, he is widely recognised as a forward‑thinking voice in the future of mobility.