Interview with Tatsiana Hramyka, Marketing Manager at Helexia Italy. A marketing strategist driven by sustainability, she focuses on turning data and insights into impactful solutions that help accelerate the energy transition and position energy as a driver of competitiveness.
- What key learning from your career do you apply today in an international group like Helexia?
My experience has taught me that marketing is truly effective when it is closely aligned with business objectives. In complex and international environments, integrating communication, sales and strategy is essential to create real value. Today, I apply this approach by directly supporting business development and strengthening Helexia’s positioning in the Italian market.
- How do data and market insights influence your marketing decisions?
Data is at the core of every decision, from campaign performance analysis to understanding customer needs. We leverage KPIs and analytics to optimize our strategies and support business development with targeted content. This approach allows us to continuously improve the effectiveness of our marketing actions.
- How does an international structure influence marketing strategy within the energy sector?
An international structure enables the sharing of best practices, strategic vision and innovation across markets. At Helexia, this translates into a strong and consistent positioning, supported by cross-functional expertise and an integrated approach to the energy transition.
- How do you balance a global vision with the realities of each market?
It is essential to adapt the global strategy to local specificities. In Italy, for example, we focus on messages and solutions that reflect the regulatory landscape and the needs of local businesses, while maintaining full alignment with the Group’s international positioning.
- How does your background in sustainability shape the way you approach marketing in the energy sector?
My background in sustainability drives me to build authentic and impact-oriented communication. Marketing is not just storytelling, but a tool to highlight concrete decarbonization projects and support clients throughout their energy transition journey.
- Why is the energy sector today one of the most interesting fields to build a career in marketing?
The energy sector is one of the most dynamic today, as it combines innovation, sustainability and real business impact. In an increasingly complex geopolitical context, energy has become a critical topic. Working in marketing in this field means actively contributing to the energy transition while creating long-term value.
