The SmartestEnergy journey: 15 years behind the brand

I joined SmartestEnergy in June 2011. It was only my second marketing role after graduating, my first was in hospitality as a Marketing and Events Coordinator. A recruiter reached out about a B2B role in the energy sector, which wasn’t an industry I knew much about at the time. But curiosity got the better of me, and once I began learning, I became completely absorbed.

That curiosity has kept me committed for almost 15 years. They say, “every day’s a school day,” and in this fast-paced industry, that feels especially true. My role has allowed me to create content and campaigns across hugely important topics, from decarbonisation and energy security to innovation in BESS and demand flexibility. I’ve had the privilege of helping customers navigate major market changes while learning from experts across the business.

But if I had to sum up why I’ve stayed, it comes down to the people. I’ve built amazing relationships with colleagues around the world, and every time I visit one of our offices, I’m energised by meeting new faces and hearing new ideas. Our growth means there are always new opportunities to collaborate and learn.

How the business and the brand have evolved

When I joined, SmartestEnergy was a UK-focused supplier with around 50 employees. We were known for transparency, reliability, and exceptional customer service. Today, with more than 900 colleagues across multiple continents, those same values still underpin who we are, a testament to how we’ve scaled without losing sight of our roots.

Over the years, I’ve witnessed two major UK market reforms, an energy crisis, and a fundamental shift toward a smarter, cleaner system. These moments pushed us to embrace digital tools, think differently, and evolve quickly to meet customer needs. Through it all, our people-first culture has remained constant. We support one another, share knowledge freely, and celebrate success together. That’s a big part of why I’ve stayed for nearly a decade and a half.

Milestones that shaped my journey

One of the earliest projects I worked on was SmartestEnergy’s 10-year anniversary celebration. It gave me invaluable insight into our history through conversations with our Executive Team. Now, celebrating our 25-year milestone, I feel incredibly proud of the role Marketing has played in our story.

One of the standout achievements in my career was leading our 2023 brand refresh. I’ve seen our brand evolve many times, some designs more memorable than others, but this refresh was a defining moment. Our new visual identity and messaging truly reflect who we are globally and where we’re headed. It was one of the biggest projects the Marketing team has ever delivered, and there was a huge sense of pride when we finally launched it.

Then came the website transformation in 2024, a major re-platforming project that saw us redesign and rewrite our site from one country site to five. After many weeks of content writing, seeing the sites go live was both exhilarating and nerve-wracking. When the project won Silver at the Digital Impact Awards, it felt like a well-deserved reward for the whole team.

Growing as a leader

I’ve been fortunate to learn from brilliant marketing leaders over the years who have supported, challenged, and inspired me. I’ve worked on projects that pushed me creatively and encouraged me to step outside my comfort zone.

Recently, I completed a leadership programme with the Women’s Utilities Network (WUN), which helped me develop my authentic leadership style and sparked a real passion for coaching and mentoring others. This has added a new dimension to my career and is something I want to continue developing.

The next phase of growth

I’m excited about SmartestEnergy’s strategic direction, particularly our plans for expansion into new markets. With emerging technologies, global collaboration, and a shared commitment to sustainability, there is enormous opportunity ahead. The energy industry never stands still, and I’m looking forward to working even more closely with our sales, trading, and origination teams globally to deepen my understanding of the markets we operate in, and to continue strengthening and elevating our brand.

Our 25th anniversary strapline is “Celebrating our past, empowering our future.” It feels especially true this year. We have so much to be proud of, and an even more exciting future ahead as we empower our colleagues, customers, and partners on the journey to a cleaner energy system.