Christina Li

Energy Storage Australia @ BLUETTI

About

I build market pathways for energy storage solutions in Australia’s battery and DER sector — combining commercial judgement, technical grounding and a system perspective. My work sits where battery products meet the real market: customers, installers, retailers, compliance, grid requirements, channel partners and commercial adoption. I help energy storage solutions move from product readiness to real-world adoption. That means turning product capability into something that is compliant, installable, explainable, supportable, trusted by customers and commercially valuable. I understand why battery products succeed — and why they get stuck. In this market, strong features and competitive pricing are not enough. A battery solution must fit local standards, installer workflows, customer ROI expectations, rebate and connection requirements, retailer models and broader energy system needs. My strength is connecting these moving parts and translating them into practical market pathways. I work across manufacturers, retailers, installers, channel partners and customers to identify where product, regulation, technology, installation and commercial value are misaligned — then turn those gaps into adoption, growth and trust. My SAA accreditation gives me a grounded understanding of solar and battery system design, including PV, batteries, inverters, grid connection requirements, installation standards, system configuration and customer ROI logic. My law background from UNSW helps me interpret policy, regulation, standards and market rules — and translate them into product requirements, certification pathways, rebate conditions, grid connection processes and commercial action. With more than 10 years of global sales and market experience, I understand the commercial logic behind different stakeholders: manufacturers need localisation; retailers need credible and supportable solutions; installers need safe and efficient products; customers need trust, savings, resilience and clear value. I see batteries as more than products to be sold and installed. In Australia’s energy transition, they are becoming distributed energy assets — connecting household value, commercial models, grid flexibility, consumer participation and long-term energy resilience. I believe battery adoption is not only a product challenge. It is a trust, execution and market design challenge. My goal is to help build a more trusted, commercially viable, customer-centred and system-aware battery market in Australia.

Country

Australia

City

Greater Sydney Area

Industry

Utilities

Skill

Renewable Energy, International Business Development, Product Sourcing & Procurement, Go-to-Market Strategy, Global Cross-Functional Team Leadership, Grid Compliance, Solar Technical sales, Solar Strategy, Cross-functional Project Management, Photovoltaic Systems (PV), Distributed Energy Resources (DER), Technical Sales, Energy Storage Systems (ESS), inverter, solar project manager, solar, corporate insolvency, Securities Regulation, Financial Market Research, Corporate Insolvent

Experience

Energy Storage Australia

BLUETTI

2026-2 - Present · 8 mos

Sydney, NSW

Driving energy storage growth across Australia — from go-to-market to real-world delivery. - Build and scale retailer & installer networks across fragmented market conditions - Translate go-to-market strategy into executable systems across regions - Bridge sales, installation, and integration to ensure projects deliver beyond the sale - Align product, operations, and regulatory requirements under real-world constraints - Solve breakdowns across the chain — from lead quality to installation execution

Solar Battery Product Manager

Tempo Group of Companies

2023-11 - 2026-2 · 2 yrs 4 mos

Sydney, New South Wales, Australia

Market Development & Growth • Drove residential solar and energy storage market expansion across Australia, achieving 100% YoY growth • Launched and scaled PV & ESS solutions through major retail partners (Bunnings, ALDI) and certified installer networks Sales & Channel Structuring • Contributed to the development of pricing strategy and sales architecture supporting scalable retail and installer channel expansion • Expanded and optimised national installer and distribution networks Product & Technical Commercialisation (Hardware & Software) • Managed supplier negotiations and partnerships across PV modules, inverters, and ESS systems to improve cost structure and delivery performance • Contributed to the commercial development of EMS platforms and customer applications to enhance monitoring and optimisation capabilities Regulatory & Market Entry Coordination • Directed DNSP grid approvals, CEC submissions, NETCC reviews, and rebate program coordination (STC, PDRS, Solar VIC, VPP) to ensure compliant market deployment Cross-Functional Execution • Coordinated product, technical, legal, marketing, and commercial teams to deliver scalable and compliant energy solutions

Sales Director – New Energy & Small Appliance, Global Market

Haier

2019-5 - 2023-11 · 4 yrs 7 mos

Shanghai, China

• Led global commercial expansion for new energy solutions & small appliances across Europe and North America, contributing to a $100M+ annual revenue portfolio and achieving 30% YoY growth • Secured strategic partnerships with major international clients (EVBox, ABB, Ionity, Whirlpool, Beko) • Directed global sourcing strategy and negotiated commercial frameworks to strengthen cost structure and supply reliability • Built and led a multicultural team supporting $100M+ annual commercial operations

Sales Manager - Global Market

Haier

2014-6 - 2019-5 · 5 yrs

Shanghai, China

• Expanded overseas markets across Europe and North America, increasing client base by 20% and achieving 15% market share growth • Developed distributor and OEM partnerships while managing pricing strategy and cross-border supply coordination • Led supplier negotiations and factory audits to improve production efficiency and cost control