It has been a busy time for British Gas as the company seeks to achieve differentiation in a busy marketplace and deliver added-value services to customers. Will Orr was promoted to his current role after serving as commercial director for the company’s marketing and sales teams, having overseen the partnership with Nectar and the launch of Hive and Mobile Energy. His role is to create demand and oversee operations. He cites his biggest challenge as managing the twin masters of growing the business while providing consistent service excellence for customers. As a career marketer he also needs a head for figures as he heads the £300m business and a 2,000-strong team. He is looking to the ‘internet of things’ for the company’s next inspiration.