Marketing People: Geoff Codd, head of marketing and retail development, Energia
With over 200,000 residential and 58,000 business customers, Energia supplies approximately 25pc of Ireland’s energy requirements and employs 450 staff, as Geoff Codd tells John McGee.
Describe your role with the company
My role is multi-faceted and varied. I lead a team of 26 highly-motivated and dedicated marketing professionals across marketing communications, digital, product management, customer value management, internal communications and insights.
I also work with all parts of the broader Energia business where I’ve found that marketing and creative ideas don’t just come from the marketing department!
Our team develops strategies and plans for the B2B and consumer energy market.
I also work closely with individual team members in mentoring and in a skills development role. I think continuous development is important across the business and we encourage innovation from all our stakeholders.
What marketing challenges do you face?
Talent development and retention are key focus areas. We work in a fast-paced environment and developing opportunities for a talented team member to work on interesting and exciting work is important.
Working with great partners in the supplier and sponsorship space has enabled our team to be involved with super projects and partnerships, such as Leinster Rugby and the recent launch of our new €3m communications campaign, the Power Behind your Power.
How do you overcome these challenges?
I look to draw on several skills, both innate and those that I have learned over the years. I believe strongly in being honest with team members, suppliers and business partners — if you don’t know the answer then say you don’t know the answer and we can work it out from there.
Linked to that, it’s important to be a clear communicator to convey the various requirements and expectations of the business and of our customers, as well as encouraging collaboration and pushing for creativity and innovation.
What marketing initiatives are under way?
The ‘Power Behind Your Power’ is an important campaign as it marks a milestone for us as we enter our 20th year.
Early last year, Energia became the Official Energy Partner of Leinster Rugby in a 10-year sponsorship deal, including the naming rights for Energia Park in Donnybrook. We also announced a multi-year ambassador deal with Leinster winger Jordan Larmour and we have a large scale activation behind this which will see further initiatives in the future.
In partnership with GIY Ireland, our Energia Get Ireland Growing Fund promotes sustainability and health for Irish consumers and enables communities to develop community food-growing projects.
We’re now in our third year of sponsoring Seachtain na Gaeilge le Energia — the all-island festival which promotes the use of the Irish language.
Sunday Indo Business