4
ON THE MOVE AECOM APPOINTS DAWN MACDONALD AS GLOBAL OFFSHORE WIND SECTOR LEAD AECOM, the world’s trusted infrastructure consulting firm, announced today it has appointed Dawn MacDonald as its Global Offshore Wind Market Sector Lead. In this role, MacDonald will work across the globe to advance an integrated offshore wind offering that leverages AECOM’s leading environmental and port infrastructure expertise to new and existing clients. “We are excited to welcome Dawn to AECOM as we continue to advance our Sustainable Legacies strategy and extend our global capabilities in the growing offshore wind energy market,” said Lara Poloni, AECOM’s president. “We have a deep commitment to positively impacting the environment and helping our clients realize their low-carbon energy ambitions, and Dawn’s industry- leading offshore wind experience will further enhance AECOM’s multi-decade track record of delivering best-in-class environmental services and leadership in the ports and marine design sector.’’ Global offshore wind generation is expected to rapidly grow over the next
decade, driven by government net- zero commitments and incentives, the need for reliability through the energy transition, implementation of new technologies, and major leases coming online. AECOM’s unique combination of services in permitting, port design, energy, construction, and program management allows the firm to serve its clients across the complexities associated with their wind development projects. “I am delighted to join AECOM and work closely with technical experts around the world to deliver large-scale projects that reinforce our position as an offshore wind leader,” said MacDonald. “With governments moving quickly to boost new renewable energy capacity and meet their carbon reduction goals, I am also looking forward to helping our clients accelerate delivery and significantly de-risk these projects by reducing complexities through extensive collaboration with developers, key suppliers and contractors, local ports, and agencies.” An energy industry veteran with more than 20 years in the sector and
a professional engineer by trade, MacDonald brings an impressive portfolio of offshore wind experience, having overseen development, construction, and operations projects as part of the Maple Power joint venture in Europe. Prior to that role, she was based out of Calgary, Canada and oversaw the technical development of North American megaprojects and evaluation of energy sector investment opportunities. AECOM is the world’s trusted infrastructure consulting firm, delivering professional services throughout the project lifecycle – from planning, design and engineering to program and construction management. On projects spanning transportation, buildings, water, new energy and the environment, our public- and private-sector clients trust AECOM to solve their most complex challenges. AECOM’s teams are driven by a common purpose to deliver a better world through unrivaled technical expertise and innovation, a culture of equity, diversity and inclusion, and a commitment to environmental, social and governance priorities.
more than just proposals. Marketers can help differentiate and position our firms to be more profitable and use less resources to win projects. Here are five questions to ask your marketing team: 1. Who is our ideal client and how do we best reach clients matching that profile? 2. What is our ideal project and how do we align our services to meet that need? 3. What’s our value proposition and how can we communicate that value better? 4. What are our competitors doing? 5. How are we tracking, measuring, and reporting KPIs? Let’s work smarter, together – technical and non-technical. Start aligning marketing goals to your business goals. Challenge your marketers to think beyond proposals and begin to work to strategically impact the entire client experience. You’ll have happier clients and more profitable projects. Malory Atkinson, CPSM is a co-founder and managing partner of Shear Structural. She is the non-technical business partner, leading the firm’s marketing, finance, and strategic planning efforts. The firm has been named a Hot New Venture and Best Firm to Work For by Zweig Group. She can be reached at matkinson@shearstructural.com.
MALORY ATKINSON, from page 3
As a result, marketing became an increasingly vital part of design firms; helping bring in new clients, adding value to the brand, and helping to attract and retain top talent. But sometimes I personally feel like we’re stuck 50 years in the past where just doing “good work” will get you more work, and where owners and firm leaders de-value the strategic marketing suggestions and efforts of the professionals they’ve hired. They place talented, creative non-technical individuals in proposal burnout factories and wonder why their hit rates aren’t improving. They value the creativity and innovation of the designer, but not the marketer. And they place technical professionals at the top of the marketing team to lead these non-technical professionals. “Let’s celebrate our marketers, listen to their creative ideas to make our brands modern and relevant, implement their strategic communications, and give them responsibilities more than just proposals.” It’s time we give it its due. Let’s celebrate our marketers, let’s listen to their creative ideas to make our brands modern and relevant (perhaps a logo redesign?), let’s implement their strategic communications, and give them responsibilities
© Copyright 2022. Zweig Group. All rights reserved.
THE ZWEIG LETTER OCTOBER 31, 2022, ISSUE 1463
Made with FlippingBook Annual report