Irene joined Norsepower in late November 2023, drawn to a company whose values aligned closely with her own. Within a few weeks of starting, she was thrust into her first major challenge—a business trip to China for an industry expo. While the experience was both exciting and daunting, Irene embraced it as an opportunity to immerse herself in the company and its purpose. Now, nearly a year later, she leads as Head of Marketing, tasked with elevating Norsepower’s brand, broadening its visibility, and promoting the core values that set it apart.

In her role, Irene balances operational responsibilities with strategic vision. Starting as a Marketing Manager, her journey to a senior leadership role was swift, fueled by ambition and clarity. From the outset, Irene made her career aspirations clear to her manager, expressing her goals to reach a C-level position. This transparency, coupled with her performance, laid the foundation for a rapid promotion. Today, she manages a small team, bridging both daily marketing tasks and long-term strategy with a focus on making Norsepower’s values and vision a reality.

Navigating cultural differences in a global team

One unique challenge in Irene’s role is managing a culturally diverse team, including a member based in China. She’s learned the importance of being mindful of language and cultural nuances, recognizing that sometimes her teammates’ perspectives on issues differ due to their backgrounds. By listening and remaining open, Irene has strengthened her understanding of international work dynamics and built trust within her team—a trait she views as critical to her role. She values humility in this work, admitting that, at times, her team members’ local knowledge surpasses her own.

Expos, challenges, and embracing creativity

At Norsepower, expos are a major part of brand visibility, and Irene plays an active role in their organization. Each event is unique and often comes with its own surprises. In one instance in Germany, a last-minute setback required Irene to source materials throughout the city when a delivery didn’t arrive. Through these experiences, Irene has come to see expos as a test of her adaptability and resourcefulness. She describes her role as a blend of strategist, organizer, and occasional “coffee girl,” who ensures every aspect of Norsepower’s presence runs smoothly. Above all, she appreciates the creativity that marketing allows her to bring to the table, crafting compelling narratives and visual content to represent Norsepower’s mission and impact.

A career with purpose and positive impact

For Irene, Norsepower offered an exciting and meaningful opportunity, standing out as a company with a positive environmental focus. Previously working in the public sector, she was looking for a place where her work would have a tangible impact, not only on the company’s growth but also on the world. Early on, being one of only a few women in a technical, male-dominated environment required her to adapt to a new culture. However, a team trip to China allowed her to connect with colleagues from different departments, breaking the ice and fostering a sense of belonging. Since then, Irene’s experience has been overwhelmingly positive, defined by teamwork and a shared commitment to Norsepower’s mission.

Learning and growing in a new industry

Coming from outside the maritime sector, Irene faced a steep learning curve but embraced it with curiosity and determination. One of her most impactful learning experiences was at a shipyard in Poland, where she documented an installation project for Norsepower. It was here where Irene saw firsthand the technical expertise required for each installation step, from planning down to the precise timing of tasks affected by weather conditions. This experience gave her a deeper appreciation for the work Norsepower does and a greater understanding of the unique marketing challenges in an industry driven by logistics and timelines that are often difficult to predict.

Building a collaborative and supportive work environment

With Norsepower’s rapid growth from 40 to over 120 employees, Irene has witnessed a shift in team dynamics. Her team is now a mix of international talent, which has added to Norsepower’s collaborative atmosphere. She recalls her first marine industry conference, where a senior colleague guided her through the competitive landscape, helping her understand the market and introducing her to key players. Such support has been a cornerstone of her experience at Norsepower. Whether celebrating milestones with a team dinner or exploring Tokyo’s cherry blossoms together, Irene cherishes these shared experiences that foster a strong sense of camaraderie.

Aligning personal and company values

Norsepower’s commitment to sustainability resonates strongly with Irene. She incorporates eco-friendly choices into her own life, such as cycling to work and adopting a vegetarian lifestyle. These values extend into her approach to marketing, where she strives to convey Norsepower’s mission authentically. Trust and collaboration are key to her working relationships, especially with her team members who are based in different parts of the world. In her view, marketing plays a crucial role in translating Norsepower’s values into tangible actions and promises that connect with clients and stakeholders.

Advice for aspiring professionals

For those considering a career at Norsepower, Irene emphasizes the importance of confidence, perseverance, and clear goal-setting. She encourages new team members to trust their instincts, advocate for their ideas, and choose their battles wisely. Having navigated a steep learning curve herself, she advises humility and an openness to learning, especially when transitioning to a new industry. Asking questions, observing others, and listening are skills Irene believes are invaluable for anyone embarking on a similar journey.

Looking back, Irene’s journey at Norsepower has been one of growth, resilience, and discovery. From her first whirlwind trip to China to leading a team of marketers, she’s not only strengthened Norsepower’s brand but also found purpose in her work. She continues to push boundaries, inspire her team, and look for new ways to contribute to a company that aligns with her values.