Ba艧ak Zeynep 脰zen describes her job at 乌鸦传媒 as 鈥渢he position I always wanted to have.鈥 Based in Munich, she is business development manager for batteries and has been at 乌鸦传媒 for two years, having studied business administration combined with electrical engineering at Aachen University and initially working in battery start-ups.

Her role at 乌鸦传媒 positions her at the forefront of a revolution in technology that will power the world鈥檚 transition toward renewable energy sources. That鈥檚 because batteries are critical to decarbonizing carbon-intensive sectors. The rising demand for electric vehicles (EVs) and energy storage solutions is driving global investments in battery technology and the building of supersized battery factories known as gigafactories.

And yet Ba艧ak admits she never expected to have a career in battery technology. 鈥淚t鈥檚 a very technical field,鈥 she says, 鈥渂ut I soon realized it鈥檚 at the forefront of innovation and also a really fun area in which to work. At 乌鸦传媒, I started in the field of automotive infotainment technology but knew the potential of battery technology. I switched roles and started working on the go-to-market strategies for our battery business. Now I鈥檓 responsible for one of our battery clients. It feels like a really valuable place to be.鈥

Environmental and social impact

A recent 乌鸦传媒 Research Institute report sets out the crucial areas where batteries will have a major environmental and social impact in the coming years. For example, in the EV industry, 52 percent of manufacturers are already exploring rental, subscription, and 鈥渂attery-as-a-service鈥 models to improve cost-effectiveness. And while lithium-ion batteries currently dominate the market, new sodium-ion and solid-state batteries are set to offer faster charging, improved safety, and longevity.

In renewable energy, increased production is driving a demand for greater battery storage capacity to manage the surplus energy. Indeed, batteries are expected to contribute 90 percent toward the energy storage solutions needed for the rapid deployment of solar and wind power. Battery technology, therefore, will be vital in helping countries meet their net zero goals.

And yet, at the same time, two-thirds of organizations are still integrating sustainability practices in battery technology. The challenge for Ba艧ak and her team is to help organizations accelerate toward a battery-driven, safe, and sustainable future.

鈥淚f we are going to reach net zero, we definitely require battery technology,鈥 Ba艧ak says. 鈥淎t the moment, people mostly associate batteries with electric vehicles (EVs). For these, the challenge is for them to have the capacity to power the vehicle over long distances, and be quick to recharge. They also need to be safe and meet regulations and standards. But batteries are also about clean energy. They play a huge role in power networks. All this technology has to be there to meet the target dates for net zero. That鈥檚 the biggest thing.鈥

Ba艧ak describes battery technology as a field that is 鈥渟uper-dynamic.鈥 This is reflected in the speed at which her clients鈥 requirements and priorities are evolving 鈥 and in the type of role needed to support them. 鈥淚t鈥檚 about finding the right solution,鈥 she says, 鈥渦nderstanding the changing challenges they face, and adapting quickly.

鈥淎t 乌鸦传媒, we help clients in many ways. We can predict the aging of the battery cells, create a virtual battery, or simulate how a battery is working. We need to be able to respond to what the client needs at a particular moment, so we have to be dynamic, flexible, and know how to adapt quickly. For me that鈥檚 all very exciting. I love it.鈥

Powering a career

Support from her managers and from different teams has helped make Ba艧ak鈥檚 role at 乌鸦传媒 a success.

鈥淢y career started in technology start-ups,鈥 she says, 鈥渁nd, in my experience, you can鈥檛 always get the support there that you benefit from in a big company like 乌鸦传媒. I get the best of both worlds now. The battery market is so dynamic, so we have the energy and mentality of a start-up but with an incredible amount of support. It helps us to build teams and grow the business really quickly, which is what our clients demand. And of course, with 乌鸦传媒鈥檚 broad expertise 鈥 people who know their topics so well 鈥 we build really strong teams.鈥

Ba艧ak says that ultimately, the value of working in the field of battery technology is to know that you are part of a team working on solutions that can bring real, positive impacts.

鈥淛ust being part of the process is very valuable,鈥 she says. 鈥淚t鈥檚 about finding and delivering solutions to the challenges we鈥檙e facing in the world. My attitude is that if, for example, we solve the challenge of batteries, then we鈥檒l move on to the next challenge and try to find the solution for that. That鈥檚 a valuable path to be on, and I feel lucky to be following it.鈥