Q&A: Head of Marketing and Corporate Communication in the Solar Industry

Jaroslav Holub | January 02, 2024

Martin works for Photon Energy Group, a major European clean energy company, and today we had the opportunity to sit down to talk about his career choice and working in renewables.

How would you describe your role?

My job as Head of Marketing and Corporate Communication is really about bridging the gap between our solar energy solutions and the people we serve. It’s a role that combines strategy with storytelling. Every day, I’m focused on how we can share our message in a way that's meaningful and engaging.

Can you share what does a typical day at work look like for you?

And what is my typical day at work? Well, it's never the same. I usually start by reviewing market trends, competitor activities, and industry news to stay informed about the ever-evolving landscape of solar energy. Then there's a lot of teamwork. I work with a fantastic group of people, and together, we brainstorm how to tell our story in fresh and exciting ways.

In terms of corporate communication, I work closely with internal stakeholders to ensure consistent messaging across channels. I write press releases, and oversee internal communications projects, and also support our investor relations team.

Communication is key in my role. Building and maintaining relationships with media outlets, industry influencers, and key partners is a crucial aspect of my role as well.

In the solar industry, it’s essential to be up to date with technological advancements and regulatory changes. I dedicate a significant portion of my typical day to learning about the latest developments.

What I love most about this job is that it's both challenging and rewarding. It might sound like a cliche, but mine is not just a job; I really feel like I'm contributing to something bigger – promoting sustainable energy.

What attracted you to the renewable energy sector, specifically the solar industry, and what opportunities do you see for newcomers?

What really pulled me towards working in renewable energy, and solar power in particular, was this compelling mix of environmental impact and technological innovation. It's fulfilling to be part of an industry that's at the forefront of tackling climate change.

Solar energy has evolved from a marginal energy source to a real game changer. It offers a scalable way to cut down our reliance on fossil fuels and reduce our collective carbon footprint. The chance to be involved in a field that's making such a crucial contribution to our planet's health was too good to pass up.

For those just starting out, the solar industry is ripe with opportunities. It's a rapidly expanding field, needing a wide array of skills – from engineering and tech development to marketing and policy making.

For those just starting out, the solar industry is ripe with opportunities. It's a rapidly expanding field, needing a wide array of skills – from engineering and tech development to marketing and policy making. It's a place where innovation thrives, and there's a strong sense of community among those working towards a common goal. Something you don’t always experience in long established industries. We do feel like pioneers in a way.

With more and more governments and businesses focusing on renewable sources of energy, the demand for skilled professionals in solar energy is soaring. It's a fantastic time for newcomers to jump in. I think what I love most about being part of this sector is the sense of purpose it gives me.

When communicating about solar power, what are the key messages you focus on?

My main goal is to highlight just how impactful and beneficial solar photovoltaics is as a sustainable energy source. Every day I try to craft messages to resonate with people from all walks of life – whether they're everyday consumers, business leaders, or policymakers – to see the big picture.

The key messages I focus on are of course environmental sustainability, where solar power plays a critical role in reducing our carbon footprint and tackling climate change. Then, there's the economic side of things. Solar energy isn't just good for the planet; it's also cost-effective in the long run, it’s a win-win situation.

What are some challenges you face in marketing renewable energy, particularly solar, and how can understanding these challenges benefit someone entering the field?

Yes, marketing solar energy is exciting but not without its hurdles. One of the biggest challenges is the perception of high initial costs. We’re trying to show people that while the upfront investment might seem steep, the long-term savings and benefits are significant.

Another area is the technical aspect. Solar power can seem complex, and part of my job is to simplify it, to make it understandable and relatable to everyone, regardless of their technical background.

Then there's the issue of energy storage. As the solar industry evolves, so does the technology for storing energy, but it's still a topic that requires careful explanation and strategy in how we market it.

Competition in the renewable energy sector is heating up too.

And navigating regulatory policies is a challenge of course. Policies have big impact on the industry, so staying informed and most importantly adaptable is crucial.

How do you stay up to date with the latest developments, legislation, and industry trends, and why is this important for professionals in renewable energy marketing?

As I mentioned earlier, keeping up with the latest news in the solar industry is a big part of my job. I regularly review industry publications, reports, and academic articles.

Attending conferences and trade shows is also part of my job. And actually, there’s nothing like being in the thick of it, networking with peers, and getting firsthand insights. Plus, these events are fantastic for sparking new ideas and collaborations.

Keeping an eye on government policies is especially important. The decisions made by policymakers can significantly influence the renewable energy sector, so I make sure to stay informed on regulatory updates and changes.

For anyone in renewable energy marketing, this kind of continuous learning is crucial. It’s similar to the world of IT and other fast-paced fields.

For those inspired by your career and looking to enter the marketing side of renewable energy, what advice would you give? What skills and attributes do you think are essential in this field?

If you're drawn to the world of renewable energy marketing, my biggest piece of advice is to embrace collaboration. You'll be working with a diverse group of people – engineers, scientists, policymakers, business leaders – so the ability to work effectively across different disciplines is key.

Adaptability is another crucial skill. The renewable energy sector is constantly evolving, and you need to be agile enough to pivot your strategies as the industry shifts. It’s a dynamic field, so being open to change and quick to respond is vital.

Getting to grips with digital marketing tools and platforms is also important. We live in a digital world, and these tools are essential for reaching and engaging your audience effectively. This wasn’t an issue for me personally, but I’ve seen people struggle with this stuff.

And don’t forget about data analytics. Understanding data and how to use it in marketing will give you a huge advantage.

Based on your experience, what future trends do you foresee in the marketing of renewable energy?

I really see personalized messaging taking center stage. It allows us to understand and connect with our audience on a deeper level. We're moving towards crafting messages that speak directly to people's values, preferences, and needs.

Another big shift I anticipate is a focus on the circular economy in our marketing strategies. This means we'll be highlighting how renewable energy products, like solar panels, are not just energy-efficient but also designed with sustainability in mind, and can be recycled.

I really see personalized messaging taking center stage. It allows us to understand and connect with our audience on a deeper level.

What personally motivates you in your role, and how do you align your personal values with your professional objectives in promoting renewable energy?

For me, what drives me every day in my role is a real passion for sustainability. I try to bring a sense of authenticity and transparency to everything I do. It's about being true to my values and making sure that they, at least on my better days :) shine through in my work.

This alignment gives me a great sense of purpose and fulfillment. Knowing that I’m contributing to building a more sustainable and resilient world – that's what keeps me motivated and excited about the work I do.

Thank you, Martin.

Article by Jaroslav Holub

Published on January 02, 2024

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