Effie has a background in electronic and software engineering and a passion for business as a force for good. During her 14 years working in the tech sector, including telecoms, consumer electronics and electric vehicles, she has focused on product development and user experience. Her career spans major blue-chip companies including Ericsson, SONY and HTC as well as start-ups. She is well versed in all aspects of product design and development, product marketing, business systems, performance measurement, team building, customer support and delivery. She is a sustainability advocate and has a true passion for organisational health and company culture. Effie has been an early EV adopter – since 2015 – and has never looked back. In 2019 she decided to turn her advocacy for EVs and sustainability into her career. Effie has been at Easee since August 2020.