Hamburg, Hamburg, Germany
After 20 years of learning across automotive and renewable energy industries, from the BMW Group, Rolls-Royce Motorcars, Nordex Energy, Siemens Windpower, Envision Group, to Siemens Gamesa Renewable Energy, it was time to follow my passion and call for deep-tech innovation to ensure our sustainable energy future by founding NASH Renewables, TRACE Electricity and UPSCALE Solutions. +22 years with a strong focus on product development, innovation management, and product lifecycle management +16 years in wind turbine and hybrid renewable solutions +8 years driving digital transformation, software development, business processes, and digital platform development with global teams across APAC, China, EU, and North America
At TRACE Electricity, we are driven by a clear vision: to accelerate the energy transition in Germany’s mid-sized industrial sector – with transparency, measurable impact, and economic sense. With TRACE.App – our digital energy assistant – industrial SMEs can understand and optimize their energy, cost, and CO₂ footprint within minutes. No deep expertise required, no dedicated in-house team needed. Through an intuitive user interface, companies can map their complete energy, cost, and CO₂ context with minimal input. This makes savings potential, investment opportunities, and regulatory reporting requirements visible quickly – clear, actionable, and easy to implement. Our mission: make sustainability measurable, cut costs, and drive the energy transition forward with trusted, data-based insights.
At NASH Renewables, our mission is to transform how developers and investors approach renewable energy projects in the post-subsidy era – making them more profitable, resilient, and sustainable. In November 2023, NASH Renewables was acquired by TotalEnergies. Since then, we have been applying our software and capabilities to the global TotalEnergies Renewables pipeline, helping to unlock new value across diverse wind and solar projects towards clean firm energy. Our AI- and data-driven software solutions deliver location-specific ROI insights, investor-aligned technology recommendations, and optimization based on weather and market forecasts – from project inception to operation. We uncover hidden opportunities, maximize returns, and reduce carbon footprints (“Emissionality”), enabling smarter, more sustainable renewable energy investments.
UPSCALE Solutions is a boutique consulting and software studio for the energy transition. Based in Hamburg, Germany. Operating globally. We are operators who advise, and advisors who build. Our founders bring 30+ years of combined experience from Nordex Energy, Siemens Energy, Envision Energy, BMW Group, and Rolls-Royce Motorcars, plus a software exit to TotalEnergies (NASH Renewables, 2023). WHAT WE DO → Renewable Energy Advisory. Strategic advice across the full renewable lifecycle, from portfolio decisions to operating assets. M&A support, Cost of Energy optimisation, competitive intelligence, hybrid project optimization across PV, wind, and storage. → Digital Acceleration & Transformation. Digital strategies that reach your products and processes. Digital Ventures Lab setup, IIoT platforms, enterprise applications, change management. → Software Development as a Service. We build the platforms, apps, and AI features that bring your strategy to life. MVPs, cloud-native SaaS, dedicated product teams. Idea to launch in weeks. WHY OPERATORS Most consultancies write slide decks. We have built the products, teams, and platforms others talk about. That operational DNA is our edge: we understand Levelized Cost of Energy, certification, hybrid project optimization, digital ventures labs, and enterprise IT at the same level, and can switch between a strategy workshop and a software sprint at any moment. Based in Hamburg. Global reach.
As Chief Digital Officer, I led the digital transformation of Siemens Gamesa Renewable Energy across three dimensions: process digitalization, digital products & services, and new business models with digital go-to-market platforms supporting Onshore, Offshore & Service businesses. Through the Digital Ventures Lab (DVL), we created an ecosystem and incubator for digital innovation, enabling cross-functional teams in Europe, India, and North America to identify, develop, and scale opportunities along the renewable energy value chain. We connected digital talent with agile product management, built partnerships through open innovation, and delivered new cloud-based applications and platforms with the speed and flexibility of a startup. Despite the challenges of the global pandemic, I am proud that we scaled the DVL team to 220+ colleagues in just 12 months – proving the resilience of global, digitally connected teams and laying the foundation for a unified digital ecosystem in renewable energy.
As Vice President at Envision Energy, I was responsible for driving global expansion and diversification beyond China – the world’s largest renewable market. My work focused on two strategic levers: ✅ International Product Solutions Leading international Product Lifecycle Management, Engineering, and application development to strengthen Envision’s global Wind portfolio. This included strategic portfolio management, certification, siting, and Offshore Wind knowledge transfer back to China. ✅ Digital Business & Applications Developing digital strategies, tools, and IIoT solutions to accelerate Envision’s transformation into an integrated Energy IoT provider. This covered business process automation, enterprise applications, CFD and tool development, and collaboration with universities and open-innovation networks. I managed global expert teams across Germany, China, Denmark, India, and the US, integrating international know-how into Envision’s value chain and enabling growth in both Onshore and Offshore Wind.