Karmo appoints Marketing Chief as subscription grows

Karmo has appointed Vasili Loizou-van Hoff as Chief Marketing Officer as the car subscription company expands across Australia.

He will oversee national marketing, brand and customer growth, including customer acquisition, support for Karmo's dealer network and broader awareness of vehicle subscription as an alternative to buying, financing or leasing a car.

The Brisbane-founded business describes itself as the country's largest car subscription company. It serves personal, business, fleet and novated customers through a model that bundles the vehicle, registration, insurance, scheduled servicing, maintenance and roadside assistance into one recurring payment.

The appointment follows a period of growth. During FY26, Karmo increased its workforce to 89 from 34 and lifted active subscriptions to more than 3,500, while supporting more than 13,000 customers nationally.

Its footprint now includes hubs in Brisbane, Sydney, Melbourne, Adelaide and Perth. Karmo has also built a network of 132 dealer partners and relationships with brands including BYD, Commonwealth Bank and AGL.

Loizou-van Hoff joins from ARKANCE, where he was Director of Marketing and Operations across the group's technology and professional services portfolio. His background spans technology, SaaS, scale-up and other growth-focused businesses, including roles involving brands such as Esri, Autodesk, Bluebeam and GoCanvas.

He was also part of the executive leadership team at Queensland technology company RedEye during the period leading up to its acquisition by Accruent, part of Fortive Group.

Karmo has also invested heavily in its own systems, committing nearly AUD $10 million to proprietary technology that supports the vehicle subscription process from customer acquisition and onboarding through to vehicle purchasing, management, rotation and resale.

According to company figures, the business reached AUD $60 million in annual recurring revenue in FY26 while remaining profitable. It expects annual recurring revenue to rise to AUD $90 million in FY27.

Growth plans

Karmo's leadership positioned the appointment as part of a broader expansion across fleet, technology and automotive partnerships.

"The way Australians access cars is changing, and Karmo is in a strong position to lead that shift," said Loizou-van Hoff, Chief Marketing Officer at Karmo.

"Customers increasingly want flexibility, simplicity and freedom without being locked into traditional ownership or finance models. Karmo has built a compelling proposition around that need, backed by proprietary technology, significant automotive partnerships and an exceptional customer experience.

"My focus will be on turning that strong foundation into the next stage of growth: building a powerful national brand, creating a scalable customer acquisition engine and making Karmo synonymous with the next generation of car access.

"The ambition is to take Karmo from a fast-growing Australian challenger to one of the country's most recognised mobility brands."

Nick Boucher, Chief Executive Officer and Co-Founder, linked the hire to the company's next phase after recent growth in customers, staff numbers and dealer relationships.

"We have grown rapidly over the past year, but the most important opportunity is still ahead of us," Boucher said.

"Vasili understands how to translate a strong commercial proposition into sustained customer growth. His experience will help us build the brand and marketing capability needed to support our dealers, grow our fleet and introduce more Australians to subscription.

"He also brings a rare combination of strategic brand thinking, commercial growth experience and the ability to build the systems, teams and capability required to scale a technology-enabled business.

"We want to change how Australians think about getting into a car. Building a trusted national brand and a sophisticated customer growth engine will be fundamental to taking flexible vehicle access into the mainstream."