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Breaking Stereotypes: Women Can Make a Difference in Power Systems Industry

Breaking Stereotypes: Women Can Make a Difference in Power Systems Industry

By Julia Baranava, Marketing Professional

I am currently working at RESA Power as a Marketing Manager who oversees all marketing activities across different channels. We have a relatively small but very active Marketing Department here, but I really hope that our department will grow as the company grows.

RESA Power is one of the fastest-growing power systems solutions providers, with significant market penetration and brand recognition in the U.S. and Canada. Since its establishment 2 decades ago, RESA Power has been constantly growing and expanding its service capabilities, operational excellence and customer satisfaction scores among every segment it serves.

RESA Power specializes in providing power systems solutions for different vertical markets, including renewables, data centers, electrical contractors, utilities, and others. Our company strives to be the premier, first-choice, trusted provider in the market by delivering the best experience in the industry.

My Journey

I believe my journey has been quite unique.  Having been born and raised in Europe, lived in different countries, and traveled a lot in the EMEA region due to the specific nature of my previous work, I moved to the United States more than 8 years ago, where I live now as a citizen.

I’ve been on a lifelong journey of constantly learning, growing, and moving forward. As a woman and an immigrant, I had to overcome language and cultural barriers to adapt to the new environment. However, through a combination of education, hard work, and determination, I was able to establish myself in the industry.

I was always fascinated by the power of marketing to influence customer behavior and shape brand perception. In addition to my Master’s in Social Education, this led me to pursue a degree in Marketing and Advertising, where I learned about the art and science of creating effective marketing campaigns.

After graduating, I started my career in the IT industry, where I gained valuable experience in B2B marketing and lead generation. I quickly realized that marketing was not just about creating catchy slogans and eye-catching graphics, but also about understanding the needs and pain points of your target audience and creating solutions that resonate with them.

Over time, I developed a passion for brand strategy and localization and started working with customers in the oil & gas, and power industries. This allowed me to work with a diverse range of cultures and languages and gain a deeper understanding of how to tailor marketing campaigns to different markets.

As a woman and an immigrant, I had to overcome language and cultural barriers to adapt to the new environment. However, through a combination of education, hard work, and determination, I was able to establish myself in the industry.

Julia Baranava

My Career at RESA Power

I’m glad to be a part of the Power Systems industry as a marketing professional. My communication and strategy skills have allowed me to make significant contributions to the success of my company. I joined the team in January 2021, when COVID-19 was at its peak, and many people were working remotely. As a result, all the tradeshow and industry events were canceled, and we had to shift our marketing activities to a digital platform. Can you guess what my first project was? That’s right: it was to redesign our existing website to be more customer-centric, with a user-friendly interface and an improved customer journey. Having recently obtained a certificate in UX/UI design and a degree in Visual Communications, I was well-equipped to take on the challenge. After completing the website redesign, my focus then shifted to enhancing our brand equity. Today, I am proud to oversee marketing strategy and activities for more than 35 offices located across the United States and Canada.

Overcoming Challenges and Promoting Diversity in a Male-Dominated Industry

One of the biggest challenges I faced was working in a technical field that is usually male-dominated. I had to prove myself and earn the respect of my colleagues for my professional expertise, which required a lot of effort and perseverance. This is very challenging, as there are still biases and stereotypes that exist. Women may also face obstacles in terms of networking and finding mentors. However, there are initiatives in place to address these issues and encourage more women to pursue careers in power systems. Based on my experience, there 3 main specificities of working in a male-dominated industry as a woman:

  • Be assertive and confident.
  • Be able to handle difficult conversations.
  • Be able to prove yourself using your knowledge and expertise.

I am glad that the power industry is getting more diverse by investing in talented women who inspire us daily with their passion and commitment. And I am fortunate to be a part of this process and appreciate the opportunity to work with incredible women at RESA Power every day.  The company empowers women in their employment by maintaining a diverse and inclusive workplace, offering training and development programs, and providing equal opportunities for all employees.

The Intersection of Technology and Marketing in Power Systems

Overall, marketing is important in every industry because it helps to raise awareness of the company’s products and services. It also helps to generate leads and drive sales. in the power systems industry specifically, marketing is particularly important because it is a complex and technical field. Customers need to be educated about the benefits of the company’s products and services. And in many cases, you also have to educate your sales team as well. In my experience, the specificities of marketing in the power systems industry include:

  • Understanding the technical aspects of the products and services.
  • Communicate complex information in a clear and concise way.
  • Building relationships with key decision-makers,

The industry needs to attract and retain young talent in order to continue to innovate and grow. To young women and young people in general, I would say that the Power Systems industry offers a lot of exciting and rewarding career opportunities.

Julia Baranava

Power Systems Trends

The Power Systems industry is diverse and varies significantly across different regions. In the U.S. and Canada, there is a strong focus on renewable energy and sustainability, while Europe has a more established and mature power infrastructure. In Asia, there is a growing demand for power systems due to economic development and population growth. The representation of women in the industry varies across these markets, with some countries having more gender diversity than others. However, the industry as a whole has a long way to go in terms of improving gender representation and diversity. As a marketing professional in this industry, I believe it’s essential to promote diversity and inclusivity in all aspects of our work, from the products we sell to the way we communicate with customers.

Addressing the Skills Gap: How the Power Systems Industry Can Attract and Retain Talent

The current lack of human resources in the Power Systems industry is a concerning trend. The industry needs to attract and retain young talent in order to continue to innovate and grow. To young women and young people in general, I would say that the Power Systems industry offers a lot of exciting and rewarding career opportunities. The industry is constantly evolving and there is a need for young, innovative minds to help drive progress and solve complex problems. I would encourage young people to pursue their interests and passions and not be discouraged by traditional gender roles or stereotypes. The industry needs diversity and fresh perspectives in order to thrive. If you are a woman, I encourage you to not let the gender imbalance discourage you.

Find more inspirational interviews and articles in our September 2023 issue of Women in Power Systems.

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