SmartestEnergy Australia welcomes new team members

> 1st June 2020 

SmartestEnergy, a new entrant into the Australian energy market, retailing electricity to commercial and industrial customers across Victoria, New South Wales, Queensland and South Australia is pleased to welcomes two new executives to the team, Andrew O’Farrell, Vice President Trading and Felicity Clark, Head of Operations. 

Andrew and Felicity join our highly experienced and accomplished local energy professionals delivering expertise across trading, risk, sales, information technology, energy operations and customer experience. 


Andrew O’Farrell, Vice President Trading

Andrew O’Farrell join the team as Vice President Trading. 

Andrew will deliver SmartestEnergy Australia’s unique trading model.  This is a critical role, as we have no links to generation assets which offers SmartestEnergy the flexibility to provide our customers with the right solution tailored to meet our customer business energy needs. 

Andrew is a highly experienced and accomplished energy professional, having spent most of his career working in the industry.  He was at Origin Energy for over 13 years in senior roles including Gas Portfolio Manager, where he was part of a small team managing a natural gas book of over $3 billion annually.

Before joining SmartestEnergy, Andrew was a Senior Commercial Adviser to the Chief Operating Officer of the Australian Energy Market Operator. There he was responsible for structuring complex contracts, industry stakeholder management and cross commodity energy security.


Felicity Clark, Heads of Operations

Felicity Clark joining the Smartest team as the Head of Operations. 

Felicity will establish and drive SmartestEnergy Australia’s local operational and customer service strategy.  She will be focussed on delivering industry leading experiences for customer, brokers and key stakeholders. 

Felicity has worked with utility and energy businesses for over 15 years in roles spanning sales, marketing, strategy, customer experience and operations.

She has a Master of Management and a strong background in energy, gained with AGL, Integral and Alinta Energy as well as new energy retailers Mojo Power and Flows Systems.

A passionate customer advocate, Felicity is a specialist in transformation projects that enhance customer experience. During her time at Alinta Energy she was instrumental in refocusing the entire organisation on customers, Felicity also established a high-performance customer service and telephone sales centre to support Alinta Energy’s expansion into Queensland. It was key component of the successful strategy that delivered 200,000 customers in just four months securing Alinta Energy Canstar Blue awards in 2017, 2018 and 2019 for most satisfied electricity customers. 

At AGL, Felicity led a market analysis and insights project to support a residential sales and marketing plan. This increased sales by 96% and generated annual revenues of $18 million.

Before starting her energy career, Felicity had five years at Accenture in Australia and the UK, where she managed the successful rebranding of Andersen Consulting.