Gofor, the Edinburgh-based fleet management specialist, appointed Robert Lea (pictured) as sales and marketing director.
Lea joins Gofor after a decade-long tenure at ALD Automotive (now Ayvens), where he served as head of corporate sales.
He also served as commercial transformation lead and had senior roles at Lex Autolease and Bank of Scotland Vehicle Finance.
In this role, Lea aims to drive revenue growth by developing bespoke, customer- and organisation-centric initiatives to promote cost control, ESG targets, recruitment and retention, operational efficiency, and risk mitigation for clients.
His move to Gofor aligns with the company’s focus on bolstering commercial leadership to deliver more to customers, with its recent business expansion in England, and securing contracts such as the sole fleet management supplier for Taziker in February 2026.
Gofor plans to accelerate growth by focusing on individual requirements and what is important to customers, as well as accelerating growth in the LCV sector.
Graham Lesslie, CEO at Gofor, said: “We’re really pleased to have Robert join our senior team.
“He has developed a deep expertise in regional sales management, integration project management, and strategic account development in the automotive industry, particularly in the leasing sector.
“He has over 25 years of experience in vehicle leasing, having successfully held senior commercial roles at Ayvens and previously with Lex.
“Robert will help build long-term sustainable client relationships that are focused on meeting individual customer mobility needs.”
Lea added: “I’m really excited by this new challenge and can’t wait to get to work with my new teammates and customers in the days and weeks ahead.
“I have the rare opportunity to help fleets drive the net-zero transition within an agile, high-growth environment free from corporate bureaucracy.
“By joining a firm that prioritises bespoke, client-centric innovation over volume-based models, I can help directly influence strategic direction and deliver genuine commercial transformation.”
