Team Member Spotlight: Nyanya Joof, Regional Vice President, UK Markets.

When Motive planted its flag in the UK this August — opening a London office and appointing Nyanya Joof as Regional Vice President of UK Markets — it was more than an expansion. It marked the start of a mission: to bring safer, smarter, and more sustainable fleet operations to the UK with AI-powered precision. With nearly 130,000 road incidents reported in the UK in 2024 and a looming shortage of 200,000 HGV drivers over the next five years, Nyanya is spearheading a transformative moment in physical operations.

As Regional Vice President, Nyanya combines strong leadership with innovation and deep operational expertise. In this spotlight, we explore what motivates her — both personally and professionally — as she drives Motive’s UK expansion and advances fleet safety, autonomy, and sustainability through AI-powered solutions.

Meet Nyanya

Tell us about your career path and what brought you to Motive?

My career has been focused on launching and scaling disruptive, high-growth products internationally. I started in investment banking, where I learned to translate complex products into actionable strategies for major financial institutions. After getting my MBA, I joined WeWork and was part of the initial team that scaled the Enterprise business in EMEA. Over my nearly eight years there, I progressively took on senior leadership roles, managing a $500M business and launching WeWork’s first-ever SaaS solution across EMEA and APAC. 

What drew me to Motive was the opportunity to apply my GTM experience and passion for bringing innovative solutions to market – to a mission that has a tangible, positive impact.

Customer-Focused

What excites you most about bringing Motive’s technology to UK fleets?

I’m most excited about empowering UK fleet operators with disruptive technology that solves their biggest problems. We have an opportunity to introduce AI-powered solutions that can fundamentally improve safety, efficiency, and profitability. For years, I’ve focused on bringing products to market that help businesses grow, and now we can provide tools that not only drive productivity, but also help save lives. 

What unique challenges do UK operators face, and how will Motive help address them?

We’ve seen a 40% increase in vehicle repair and maintenance costs over the last five years, and a shortfall of 60K drivers, putting immense pressure on existing operations. The nearly 130,000 road incidents reported annually highlight the critical need for enhanced safety measures.

Motive’s AI-powered Integrated Operations Platform directly tackles these issues. Our Driver Safety Solution can help reduce incidents, lower insurance costs, and improve driver well-being. Our fleet management solution optimises routes, improves fuel efficiency, and automates workflows, which allows fleets to do more with less and directly mitigates the impact of the driver shortage.

How do you see Motive’s AI-powered technology changing the way UK fleets operate?

I see it as a complete operational shift from reactive to proactive. Instead of responding to incidents after they happen, our AI allows fleet managers to anticipate and prevent them. It will change driver coaching from a periodic review to a real-time, data-driven process. It will transform fleet maintenance from a scheduled task to a predictive one. Ultimately, AI will empower operators to make smarter, faster decisions, turning their fleet data into their most valuable asset for enhancing safety, productivity and profitability.

What’s the one message you’d like every UK customer to know about Motive’s mission?

Our goal is to be your partner in success. We are not just a technology provider, we are deeply invested in building a safer, more efficient, and more sustainable future for UK fleet operations. We are here to listen, understand your unique challenges, and deliver innovative solutions and support that will help your business thrive.

Vision & Leadership

As you lead this expansion, what’s your vision for Motive in the UK over the next few years?

My vision is for Motive to become the market leader and trusted partner for fleet management and safety in the UK. I want us to be known not only for our market-leading AI technology, but for the tangible and significant impact we have on our customers’ businesses. We will build a strong, locally-focused team that is dedicated to our customers’ long term success.

How do you approach building lasting trust and partnerships with customers in a new market?
Building trust begins with a customer-centric approach. First, we need to understand the specific needs and pain points of UK operators. We will then set clear expectations and aim to consistently exceed them, ensuring our product delivers real, measurable value from day one. In my previous roles, I achieved this by focusing on high activation rates and demonstrating clear ROI to customers. Ultimately, trust is built by people. My approach has always been to foster a culture of collaboration and build authentic, long-term relationships with stakeholders.

Talent & Culture

Why is this such an exciting time to join Motive’s UK team?

This is a rare opportunity to be on the ground floor of a strategic market expansion for a company that is a global leader in its field. New team members will not just be joining a company – they will be helping to build it. They will have a direct hand in shaping our strategy, our culture, and our success in the UK. It’s a chance to be part of a hyper-growth environment, similar to my experience scaling WeWork’s enterprise business, where your contributions directly propel the company’s success.

What qualities do you look for in new team members who want to help shape the future of fleet operations?

I look for individuals who are:

• Self-Starters: People who have a bias for action, demonstrate grit and are comfortable with ambiguity.
• Curious: The best salespeople are highly curious. They may not always win, but their knowledge will set them apart. 
• Collaborative: Team players who understand that we succeed together.
• Accountable: People who are coachable and take ownership.

Motive’s presence in the UK is more than a new footprint — it’s a promise of progress. With Nyanya Joof at the helm, the UK expansion is poised to deliver meaningful results: safer roads, optimized fleets, reduced emissions, and smarter operations powered by AI. 

As this journey unfolds, we’re excited to showcase how Nyanya and her team will lead the charge — shaping a future where every fleet is safer, every operation is more efficient, and sustainability isn’t just aspirational, but operational.

Looking to join our UK team today? Apply today at gomotive.com/careers