Olivia Downing – Head of Marketing

Olivia Downing – Head of Marketing

Olivia Downing, NIBE’s Head of Marketing, has a wealth of communications experience gained over 25 years in all areas of the marketing mix - in events, brand strategy, leadership and team development, both on and offline.

She explains: “My remit at NIBE is to help take the brand to the next level by working with the rest of the senior management team to deliver its ambitious growth plans in the UK over the next five years. Despite us being one of the largest heat pump manufacturers in Europe, with the UK historically being a much more gas boiler-led market, we have not been necessarily as high profile in the UK heating sector as the boiler companies because we only sell heat pumps. So, our biggest challenge in terms of brand growth has been how to cut through. With the UK government’s ambitious Net Zero targets, now is our opportunity!

“We also need to counter the lack of clear information about heat pumps from the government and help people understand how the technology works as well as pointing out the significant benefits it can bring. Strengthening our presence in these conversations is key.”

She was attracted to NIBE particularly by the quality of its people: “I’ve never worked anywhere else like it. It offers an unbeatable combination of exceptionally powerful sustainability credentials and a strong heritage with deep roots in Sweden – the best-use case you could possibly get for heat pumps.

After 6 months away, Olivia returned to NIBE as she was so impressed by the company’s culture: “It empowers honest, open communication and, even though it’s a global company, when you visit the head office and factory in Sweden it still feels part of the community. At NIBE UK in Chesterfield, we have employed a lot of local people. NIBE’s ethos is very much a global business run in a way which supports and understands the community it operates out of.

“I describe the way the NIBE is structured as federal – we are part of an international business but each country’s domestic activities maintain individual, with financial control to suit the needs of different markets.”

She is also happy that the team being built by Managing Director, Paul Smith, is both dynamic and inventive: “Everyone in the business – those that are new and those that have been here for many years – is passionate about what they do. We are on an exciting journey.”

The quality and innovation of its products is another strength of the company that Olivia identifies: “NIBE was one of the first heat pump manufacturers, but it remains a pioneer in the field with its latest product, the S735 Exhaust Air Heat Pump, (a technology already widely used in Europe) set to be a gamechanger for flats and apartments.”

NIBE’s fortunes are tied to the future of the heat pump sector in the UK. So, how does Olivia see the future for the business and the heat pump sector in general? “The switch to heat pumps really is a no-brainer. We need to reduce our reliance on gas for many reasons, not just environmental.

“I think we will still see turbulent times because different players are coming into the market and disrupting, not always in a good way. However, I don’t think we are going to return to the old days of bad installs because enlightened companies like NIBE are engaged in effective training and development.

“The future as bright, especially in the new build market with next year’s changes in legislation and updated building regulations.”

Does pineapple belong on pizza? 

I don’t think it does, but my daughter feels differently!

What advice would you give your younger self? 

Don’t sweat the small stuff and listen to advice when you are offered it.

What’s your favourite food? 

This is very hard, as I’m a real “foodie” and love trying new dishes from all around the world! But one thing I do really love is any kind of buffet… Spanish tapas, Greek mezze or even just a good old British buffet with pork pies and quiches!

What’s your favourite drink? 

Extra cold New Zealand Marlborough Sauvignon Blanc!