Meet the team

Senior Management Team

Our SmartestEnergy Australia Senior Management team has a wealth of industry experience and capabilities. Together they are responsible for developing and implementing the strategy which delivers a market-leading service for our customers and meets shareholder expectations and future ambitions

CEO

Robert Owens

Robert is responsible for the management of SmartestEnergy’s operations in Australia. Part of the global management team Robert supports the overall strategic direction of the business enabling SmartestEnergy to deliver its goals. With 25 years’ experience as an energy industry professional, Robert was one of SmartestEnergy’s founding employees in the UK. Having established the company on behalf of Marubeni he continues this with the creation of SmartestEnergy Australia. Robert is passionate about developing solutions that address the challenges our customers face and continuing to position SmartestEnergy as a thought leader, showing how we can transition the traditional energy market towards a more sustainable future.

Head of Finance

Elizabeth Tucker

Elizabeth joined SmartestEnergy in 2020 as the Head of Finance, she is a finance leader with a passion for working in dynamic, entrepreneurial business environments. With senior experience in the big four accounting and global law practices, Elizabeth has established a reputation for building high performance teams, managing complex projects and driving business growth through financial insights. With all this experience, Elizabeth leveraged her skills and was part of the original team who set up SmartestEnergy Australia and has since supported its growth.

VP Commercial

Dan Smith

Dan is responsible for the commercial activities in Australia, primarily Sales, Operations and Marketing related to electricity retail. Dan started his energy career in consultancy in 2006 and joined SmartestEnergy in 2008 to support the UK start-up of the Commercial & Industrial retail business. Dan led that division before coming to Australia. Dan has been central to developing the customer centric culture and renewable focus at SmartestEnergy. He is committed to supporting the Australian renewable transition, simplifying any complexity for businesses on their journeys.

VP Trading

Andrew O'Farrell

Andrew leads our trading function and is a highly experienced and accomplished energy professional, having spent most of his career working in the energy industry. Previously Andrew was at Origin Energy for 13 years in senior roles including Gas Portfolio Manager. Before joining SmartestEnergy, Andrew was a Senior Commercial Adviser to the COO of the Australian Energy Market Operator.

VP Risk

Paul Armistead

Paul leads our risk function, ensuring the company’s risk policies, standards, and procedures are fit for purpose and compliant with industry standards, handling license obligations (Retail Licenses, and Australian Financial Services Licenses). He has worked in global energy markets for over 20 years, having provided energy risk services to most of Australia's largest energy and commodity companies whilst working at Deloitte and KPMG.

Head of IT

Zev Friedman

Zev joined SmartestEnergy in 2020 as the Head of IT. As a highly experienced IT executive, Zev has played a key role in over 50 strategic IT programs for national and international organisations in energy, oil and gas, retail, manufacturing and financial services. Prior to joining SmartestEnergy, Zev was Asia Pacific Head of IT for energy metering company Landis & Gyr, where he led and managed the corporate IT Department, developed IT strategies and directed technology programs that delivered enterprise-wide benefits. Zev was an original member of the SmartestEnergy Australia team and played a key role in its set up and success.

Retail Sales Team

Our experienced retail team work closely with businesses – as well as brokers and consultants supporting businesses with their energy procurement – to build trusted and long-lasting relationships. Our team are committed to helping companies meet their energy needs and sustainability targets, whilst also ensuring an exceptional service and experience for end users.

Channel Sales Manager

Mandy Cheffirs

Mandy is a highly accomplished Commercial and Industrial Account Manager who’s worked in the energy sector since 2006. At SmartestEnergy, Mandy has been pivotal in the start-up and growth phase of the business in Australia. Previously, at Simply Energy, she managed the mass market sales channels during the start-up phase delivering over 400,000 new customers. At Alinta Energy she was responsible for broker and consultant relationships. Mandy thrives on building positive, mutually rewarding relationships with customers.

Account Manager

Matthew Koopman

Matthew is an experienced Account Manager and has a proven track record of acquiring, engaging and retaining customers. Matthew has worked in the energy sector since 2019. At Alinta Energy, Matthew was a key member of the customer experience team, focused on delivering a wide range of insights and improvements across the retail markets business. Since joining SmartestEnergy in 2020, Matthew’s passion for customer experience has played an important role the growth of the SmartestEnergy’s commercial & industrial retail business in Australia. Matthew has also recently completed his MBA in Finance.

Account Manager

Megha Singh

Megha joined SmartestEnergy in 2021 as an Account Manager, responsible for a number of clients managing all aspects of sales and account operations. Megha has 8 years Account Management experience and prior to working at SmartestEnergy she worked at American Express where she was in the top 5% ranking amongst 350 nationwide Account Managers. Megha has a strong commitment to her clients and to ensure all accounts thrive in her management.

Customer Service Manager

Alex Hughes

Alex is a highly knowledgeable individual with over 14 years’ experience within the Energy Industry. Alex joined SmartestEnergy in 2021 as the Customer Services Manager to implement her excellent track record of significantly increasing service quality, sales and customer base. Alex serves as a direct point of contact for customers portfolios and billing queries. She also supports the team serving as an escalation point for complex queries. Prior to working at SmartestEnergy, Alex worked as a senior manager at Eutility one of the largest procurement and sustainability energy consultants within Australia. Managing over 15,000 commercial sites across approximately 2000 C&I customer accounts.

Business Relationship Manager – Major Accounts

Jonathan Copley

Jonathan joined SmartestEnergy in May 2022 to focus on >30GWh tenders across fixed, progressive and PPA offerings. He joined us from Optima Technology (formerly Bill Identity/BidEnergy), a hybrid SaaS energy consultancy, having spent more than five years covering the Australian market in client-facing roles, most recently as Head of Strategic Accounts. His previous experience includes five years with a European C&I gas retailer and prior to that, six years with a leading UK public sector energy consultancy.

Trading and Origination Team

Our experienced trading team work closely with generators and businesses to monetise generation assets. As well as developing PPAs or flexibility contracts to suit your needs, the team also support you throughout, ensuring a customer over counterparty approach

Head of Origination

Michael Lunt

Michael is responsible for the development of new customer facing energy trading transactions, with independent generators, independent retailers and large energy users. Beginning his career in nuclear power generation, Michael has since worked in a variety of portfolio optimisation, trading and origination roles, across nuclear, gas and renewable power generation. Michael joined SmartestEnergy in 2018, bringing with him extensive knowledge of physical and financial risk management structures, such as PPAs, option and tolling agreements and market access arrangements. Michael is committed to bringing this experience to our customers in Australia, to help them manage their risks in complex and sometimes volatile commodity markets

Head of Trading

Jonathan Jorgenson

Jonathan has over a decade of experience in Australian wholesale energy industry, across electricity, gas and green products. Jonathan joined SmartestEnergy in 2021 as Head of Trading Operations and is responsible for contract management and optimisation, wholesale route to market services, and portfolio construction. Prior to SmartestEnergy, Jonathan worked at Macquarie Bank, Origin Energy, Hydro Tasmania and the Australian Market Operator (AEMO). Jonathan is passionate about the evolution, volatility and dynamics of the Australian National Electricity Market (NEM) and strives to support SmartestEnergy to build products, relationships and processes that add value, manage risk and minimise our carbon footprint.

Renewables Portfolio Manager

Yamary Gonzalez

Yamary joined SmartestEnergy in 2021 to manage the structuring of complex customer transactions, new wholesale market access, and bespoke green portfolio. Yamary is an experienced energy industry professional who has transitioning from fossil fuels, having held trading roles at BP and Ampol, to now working on the future of energy at SmartestEnergy. She brings a consolidated knowledge of the entire Value Chain of the traditional heavy carbon industries to assist the decarbonation of the planet

Commercial and Pricing Analyst

Roxy Ng

Roxy joined SmartestEnergy in 2020. With 5 years experience in the industry Roxy previously worked for the energy consultant, Kinect Energy Services, running complex tenders, providing market intel and managing some of Australia’s largest customer’s progressive purchasing strategies. Now at SmartestEnergy she is part of the Trading team, managing wholesale and renewable certificate pricing and bringing customer knowledge and focus into every trading process.