- What excites you most about the energy sector?
It’s constantly evolving! Is there ever really a dull day in energy? I have yet to find one.
- What can the energy industry do to recruit more of the smartest minds and future leaders?
1. We need to focus on diversity and creating workplace cultures that value differing opinions, backgrounds, and perspectives. Create safe environments where people feel comfortable to speak up and bring their authentic selves to work.
2. Offer competitive compensation and benefits. If we want the best of the best, we have to be willing to pay for it.
3. Provide learning and growth opportunities. The brightest minds want to be challenged and have opportunities to learn/grow.
4. Look outside the industry. You don’t have to be raised in this industry to dominate it. That outside perspective forces us to think differently.
- What do you say when you are convincing colleagues to take branding/reputation seriously as an investable asset? Who do you need to convince?
Fortunately, I no longer work for a company that needs to be convinced to invest in branding; Michaels just gets it. But before I worked here, I worked for a credit union and most people saw marketing as the department that “made things look pretty”. I constantly had to explain and justify that marketing is an investment: when we build a strong brand, we build a competitive advantage. We’re setting ourselves apart from the competition, creating loyalty, retaining customers, pricing ourselves on value instead of cost, attracting top talent, etc. etc. It has to start at the top of the organization, with your leadership team. If they don’t believe it, you’re fighting an uphill battle.
- What are the first 3 ingredients that go into a successful internal communications recipe?
Transparency, clarity, and consistency.
- If you were to capture the best communications advice that you’ve ever received as a 5-7 word presentation slide title what would that be?
Listen more, talk less, and be authentic
- What are your hopes and aspirations for the future?
There’s a lot that I want to do. One of my long-term goals is to become a CMO. That role doesn’t exist for my company today, but if we keep growing at the rate that we’re growing, this may very well become a role in the future. I want to continue to learn and grow in the industry, teach and be taught a few more marketing courses (I’m currently fascinated with how AI can change the game for marketers), and eventually write a book. I’ve also dreamed of owning my own business someday and have a few different ideas floating around on that…so who knows what the future will bring! I love the infinite possibilities.
Michaels Energy is a Veteran-owned energy consulting firm that exists to minimize waste and maximize value. They work with utility companies, commercial and industrial building owners, and governments to implement and evaluate energy efficiency programs, provide energy research, and provide relief to the grid through load management solutions like thermal energy storage. In Liz’s role as the Director of Sales and Marketing, she oversees their marketing, proposal, and business development teams. She’s tasked with setting the vision for the department and developing strategic plans to accomplish their aggressive goals year over year. On a high level, Liz is responsible for building brand awareness, fostering strategic relationships throughout the industry, and driving revenue growth.
