Elsa Herbrich
Senior Technical Product Manager @TELUS
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WORK HISTORY
Senior Technical Product Manager @TELUS
Toronto, ON, CA
Led TELUS\' entry into residential Energy Management-as-a-Service, shaping a $1B+ market opportunity and delivering scalable grid-integrated solutions for decarbonization and electrification. • Brought TELUS SmartEnergy SaaS & PaaS from vision to market, achieving 1K subscribers in the first 3 months. • Defined the roadmap for VPP, EV charging and storage integrations, aligning with provincial regulators and climate goals. • Orchestrated collaboration across 50+ stakeholders (engineering, UX, GTM, external partners), accelerating execution and reducing delivery risks.• Increased customer adoption of demand response by 60% participation through gamification in the mobile app. • Initiated partnership discussions with 3 emerging clean tech startups, expanding platform integration and ecosystem reach. • Secured a utility Proof of Concept with City of Penticton, publicly announced in 2025, validating market traction.
EDUCATION
Universidad Politecnica de Madrid - ETSII
Master of Engineering - MEng, Energy
Lycée Saint - Louis
Mathematics and Physics
Arts et Métiers - École Nationale Supérieure d'Arts et Métiers
Master of Engineering (M.Eng.), Industrial and Mechanical engineering
SKILLS
ABOUT ELSA HERBRICH
I believe the energy transition needs products that are not only innovative, but scalable and user-friendly. That belief drives my work as a Senior Product Manager in clean tech, where I build SaaS platforms that help utilities, businesses, and households decarbonize while unlocking new value from the grid.At TELUS, I launched SmartEnergy, opening a $1B+ market opportunity and delivering grid-integrated solutions for demand responses, EV charging and storage. Previously at Axiom Cloud, I scaled Virtual Battery and Virtual Technician, helping grocery chains cut costs and join demand response programs without disruption. From managing €20M+ hardware programs in Europe to leading multi-million-dollar SaaS rollouts in North America, I bring a proven ability to take products from vision to adoption. I thrive in fast-moving, cross-functional environments and lead with empathy, adaptability, and a clear focus on outcomes. Outside of work, I’m a proud mom of two boys and a curious builder who brings the same creativity to problem-solving as I do to daily life. I’m always excited to connect with others passionate about shaping a more resilient and electrified energy future.
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