Elizabeth Davidson, Marketing Manager at ChargeGuru, brings her decade-long experience in cause-based marketing to the fast-evolving EV charging sector. Her approach to making EV charging simple and accessible, particularly for residents of flats, is helping to break down barriers and accelerate EV adoption across the UK and Europe.
We’re proud to have ChargeGuru as a Sector Day Partner for this year’s Top Women in EV campaign. Elizabeth speaks out about the importance of fostering inclusive environments in the industry and how women can play a vital role in the ongoing EV revolution.
What drew you to work in the EV charging sector, and ChargeGuru specifically?
I’ve spoken about this with other women in the industry, as well as colleagues who were also surprised to find themselves in this field. What we’ve all realized is how incredibly welcoming the EV industry is—especially for people without an automotive or transportation background. I have a decade of experience working in cause-based marketing— sustainable mobility, social justice initiatives, and even healthcare. Because EV technology is still evolving so quickly, we’re all learning together and we all – our non-female counterparts included – have such diverse career backgrounds. It creates a real sense of collaboration, which makes it an exciting space to be in.
ChargeGuru’s mission is to make EV charging simple for everyone. How does the company achieve this in practical terms?
For us, simple EV charging means charging where your car already spends most of its time—at home or at work. The easier we can make at-home or at-work charging, the more accessible (and cheaper) EV adoption becomes.
Right now, one of our biggest focuses is making it easier for people living in flats to access home charging. We know that single-home residents benefit from cheaper at-home charging tariffs, but flat residents often don’t have that option. We fully fund the EV charging infrastructure for apartment blocks and office buildings, making it easier for property managers to provide future-proof solutions for their properties while residents are provided with the opportunity to install their own personal chargers. This eliminates the need for shared charging schemes, which can be confusing and sometimes unfair. Our goal is to reduce costs, remove barriers, and make it easier for more people to join the EV movement.
What do you see as the main issue facing the charging infrastructure rollout in the UK and Europe, and how is ChargeGuru overcoming them?
One of the biggest hindrances or pain points is the cost of public charging vs. private. On average, it’s about three times more expensive to charge an EV in public compared to charging at home. While public infrastructure is absolutely essential to achieving global green mobility goals, it works best in tandem with private charging options.
This is especially important in cities, where population density is high and many people live in flats or work in buildings without dedicated parking. By bringing chargers to where EVs already spend their downtime, we can help lower costs and reduce strain on the energy grid during peak hours.
The automotive and tech industries are traditionally been male-dominated. Have you seen a shift in gender diversity with the rise of EVs, and how is ChargeGuru contributing to that change?
I am very new to the industry so I’ve hardly spent enough time in the space to see a shift, but the communities are there! Communities like Top Women in EV and Women Drive Electric are creating more visibility and support. I also recently saw a LinkedIn post from Octopus Energy about an incredible female electrician, which is the kind of representation that makes a real difference.
At ChargeGuru, we recognize that diversity isn’t just about hiring more women—it’s about creating an environment where everyone feels valued and supported, and we pride ourselves on fostering an inclusive culture that encourages growth, innovation, and equal opportunities for all.
SMMT data reveals that women account for 47% of the UK’s general workforce, yet only 20% of the automotive sector. In your view, what can the industry do to address this gap?
Not to get existential but honestly, this isn’t just an industry issue, it’s a societal one. We still tend to steer young girls toward traditionally “nurturing” roles—healthcare, education, creative fields— and steer young men away from them, while STEM careers are often framed as something else entirely. This is changing, but there is still a lot of progress to be made.
At an industry level, startups and newer players in e-mobility have a huge opportunity to do things differently from the start. Companies should take a hard look at their hiring and leadership structures, for example.
This isn’t just a women’s issue—it’s an everyone issue. When companies create policies that support all employees, the entire workplace benefits.
ChargeGuru has been a technological innovator since its inception. What technologies have you seen that could help women gain greater confidence in adopting EVs?
I genuinely feel that there is such an opportunity to have everyone who owns an EV have the ability to charge their EV at-home. Being able to charge conveniently at home eliminates so many of the barriers that can make EV ownership feel intimidating.
Beyond that, public charging infrastructure needs to be designed with safety in mind. Well-lit, secure charging locations, for example… nobody wants to be stuck charging their car in a dark, isolated area at night.
What would you say to any woman considering a career in the emobility sector?
Do it! This industry is at the forefront of innovation, tackling some of the most pressing global challenges like sustainability and clean energy. It offers diverse career paths in engineering, tech, marketing, policy, and beyond. And not just that but there are many incredible leaders in this industry who have been working in automotive for decades, and have amazing insights to learn from as they’ve watched in real-time the transition from ICE to EVs happen.
At ChargeGuru, we believe that the best ideas come from diverse teams, and we encourage women to bring their skills, perspectives, and leadership to this fast-paced and impactful field.
A huge thank you to Elizabeth and the team at ChargeGuru for this insightful conversation and their support as a Sector Day Partner of the Top Women in EV campaign. Elizabeth’s focus on making EV charging simpler and more accessible and her commitment to fostering diversity in the industry are truly invaluable. Be sure to join us next week as we celebrate the work of 70 women from across the emobility sector during 7 days of recognition!
