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The Independent Automotive Aftermarket Federation

Marketing manager joins First Line Ltd.

Date: Tuesday 04 July 2023

Aftermarket specialist First Line Ltd. has appointed Alex Jarvis-Cleaver as its new marketing manager to spearhead the company’s communications strategy and drive brand awareness.

Jarvis-Cleaver has a wealth of experience in marketing, having led marketing operations at a manufacturer of torque tools for six years, prior to a brief career break that saw him take on a trip across the United States.

In his new role, alongside developing and executing First Line Ltd.’s marketing strategy, Jarvis-Cleaver will handle all communications, producing the company’s regular email newsletters, social media content, and designing its popular branded goods, as well as attending trade exhibitions to ensure the company can continue to embrace the latest industry updates and innovations.

On his new role, Jarvis-Cleaver said:

“I’m excited to have joined First Line – a very successful organisation with a fantastic reputation that’s only growing.
“It’s a renowned aftermarket brand set apart by its quality of products, and extensive range of over 40,000 references across 60 product lines. There’s so much potential within the company and I’m looking forward to driving further awareness of what First Line can offer the aftermarket.”

Jarvis-Cleaver considers changes in future mobility as one of the main challenges the company, and wider aftermarket, will face in the years to come, as the industry adapts to the change in requirements for both motorists and technicians.

“Electric vehicles have far fewer parts compared to an internal combustion engine-powered vehicle, so as a supplier we need to make sure we are staying up to date with technology and providing the latest in parts to supply the market’s needs.
“First Line already offers over 1,500 references for electric vehicles and over 3,000 references for hybrid vehicles, so we’re ideally placed to lead from the front, as we navigate the challenges of future mobility,” Jarvis-Cleaver said.

Dan Joyner, managing director at First Line Ltd., said:

“It’s great to welcome Alex to the company and we’re confident his experience and enthusiasm will be a huge asset. He joins a team whose extensive technical knowledge and diligent attitude towards customer care helps First Line go above and beyond to make sure customers’ needs are not only met but exceeded daily.”

Motor factors and their garage customers can stay up to date with the company's latest news and new-to-range parts releases by subscribing to email updates at

For more information on First Line Ltd., visit: