Sam Craft is a Customer Innovation Manager at SA Power Networks, and an Equality Initiative Ambassador at the Department of Climate Change, Energy, the Environment and Water (DCCEEW). She is also an Ambassador of Equality in Energy Transitions, a program created by the Clean Energy Ministerial and the International Energy Agency.
You've built a career spanning more than two decades across the energy, resources and public sectors. Looking back, what experiences have most shaped your leadership style, and what advice would you give to women considering a career in Australia's clean energy sector today?
I've been fortunate to work across a range of roles throughout my career, from running businesses and leading operational teams to working in innovation and customer strategy. The common thread has always been people. The most valuable lesson I've learnt is that great outcomes happen when you genuinely understand the people you're designing solutions for and bring others along on the journey.
My leadership style has evolved significantly over time. Earlier in my career, I probably thought leadership meant having all the answers. Today, I think it's much more about asking the right questions, creating clarity and empowering others to contribute their expertise. I lead through influence, curiosity and collaboration, and I've learnt that some of the most impactful leadership happens without formal authority.
The clean energy transition is one of the most exciting and important transformations Australia will undertake in our lifetime. There has never been a better time to join the sector. My advice to women considering a career in energy is simple: don't wait until you tick every box before putting your hand up. Our industry needs people with diverse experiences and ways of thinking. You don't need to fit the traditional mould to have a meaningful impact. In fact, some of our biggest challenges will be solved by people who bring different perspectives to the table.
As Customer Innovation Manager at SA Power Networks, you're focused on improving customer outcomes while supporting the energy transition. What do you see as the biggest opportunities for customer innovation over the next five years, and how can network businesses help consumers participate more confidently in the transition?
I genuinely think I have one of the best jobs in the world. I get to spend my time thinking about the future of the energy system through a customer lens and asking, "How do we make this better for people?"
The next five years will fundamentally change the relationship Australians have with energy. We're moving from a world where customers simply consume electricity to one where many households will actively generate, store, manage and share energy as part of their everyday lives. That's incredibly exciting, but it also has the potential to become incredibly complex if we don't get it right.
The biggest opportunity for customer innovation isn't necessarily more technology; it's making that technology simple, accessible and valuable for all customers. We need to stop expecting people to become energy experts just because they own solar panels or an electric vehicle. The future should feel effortless.
What excites me most is the opportunity to design solutions that work for all types of customers. Not everyone will have rooftop solar or a battery, and not everyone wants to actively manage their energy every day. Innovation needs to be inclusive. Whether you're a renter, a pensioner, an early adopter with a fully electrified home or someone who simply wants an affordable and reliable electricity bill, there should be a place for you in the energy transition.
Network businesses have an important role to play in building customer confidence. That means designing simpler customer experiences, being transparent about options and ensuring customers can participate in ways that suit their needs and circumstances. We also need to do a better job of joining the dots between what is technically possible and what is meaningful for customers.
Ultimately, I think we've succeeded when customers don't need to think about the complexity of the energy system at all, they simply experience the benefits. Customer innovation shouldn't make people's lives more complicated; it should make them better.
You were selected as one of Australia's Equality Initiative Ambassadors through the Department of Climate Change, Energy, the Environment and Water. Why is this program important, what impact have you seen it have so far, and what more needs to be done to attract and retain women in leadership across the energy sector?
The Equality Initiative is Australia's commitment to the global Equal by 30 campaign, which aims to achieve equal pay, equal leadership and equal opportunities for women in the clean energy sector by 2030. As one of Australia's Equality Initiative Ambassadors, I've had the opportunity to work alongside leaders across government and industry who are committed to creating meaningful and lasting change across the sector.
The program is important because it recognises that achieving Australia's clean energy ambitions isn't just a technical challenge, it's also a people challenge. The energy transition is one of the largest economic and technological transformations our country has ever undertaken, and we simply won't build the workforce we need if we're only attracting talent from half the population.
One of the most valuable aspects of the program has been bringing together people from across the energy sector to have honest conversations about the barriers that still exist for women and to share practical ways we can create more inclusive and supportive workplaces. The momentum is certainly growing, and it's encouraging to see organisations genuinely committing to change.
However, attracting women into the industry is only part of the equation; we also need to retain them and support them into leadership positions. That means creating workplaces that value different leadership styles, provide genuine flexibility and recognise that careers aren't always linear. Diversity shouldn't be viewed as a nice-to-have or a box-ticking exercise. Diverse teams make better decisions, deliver better customer outcomes and develop better solutions for the communities we serve.
The energy sector presents a unique opportunity to build an industry that reflects the diversity of the customers and communities it exists to serve. If we get this right, we'll not only accelerate the energy transition, we'll create a stronger and more innovative sector for future generations.
You've co-founded Australian Women in Solar Energy (AWISE), mentor emerging leaders and advocate for greater diversity across the industry. As you prepare for your next chapter with your growing family, what message would you like to leave with the next generation of women who aspire to lead Australia's energy transition?
One of the things I'm most proud of throughout my career has been helping to create opportunities and connections for other women in the energy sector. When I started working in solar, it wasn't uncommon for me to walk into an industry conference and be one of only a handful of women in the room. While there is still work to do, it's been incredible to watch that change over the past decade.
Co-founding Australian Women in Solar Energy (AWISE) came from a desire to create a supportive network where women could connect, grow and thrive in the industry. Sometimes that's through mentoring and professional development, and sometimes it's simply about creating a space where women can meet others who understand the unique experiences of working in our sector. Having a strong network can make all the difference when you're building your career.
My message to the next generation of women is that there isn't one path to leadership. You don't need to fit a particular mould or wait until you feel completely ready. Back yourself, be curious and don't be afraid to bring your whole self to your career.
As I prepare to welcome my second child, I'm also reminded that success looks different at different stages of life. Careers aren't linear, and leadership doesn't have to come at the expense of family or the things that matter most to you. The energy transition will span decades, it isn't a race. I hope the next generation of women don't just see themselves participating in the energy transition, but leading it.