Hoffman Senior Staff

Steve Hoffman is the founder and president of Hoffman Power Consulting. An author of over 500 thought leadership and marketing documents on electric power issues and solutions, he leads the field of power industry technical and marketing communications. In the last decade, industry decision makers have frequently hired Steve for his specific expertise in power industry resilience to wildfires, extreme weather, cybersecurity and physical security attacks, and other threats. Steve brings a technology-based background – including two engineering degrees from Stanford and utility engineering experience – to each project. Continuously serving the industry since 1982, Steve has provided thought leadership on most of the critical business issues and solutions that have defined the evolving industry. He ensures the high quality and on-time delivery that has defined his successful firm’s services since 1985.

Marci Grossman is a seasoned marketing communications executive, with 30 plus years of diverse communication experience, including 16 in the energy industry. She specializes in crisis communications and issues management, including planning, training and response, as well as reputation management, branding, messaging, and media relations. Marci has helped utilities prepare for, handle, respond to, and manage multiple service territory and local crises, including extreme weather events. Additionally, she brings to Hoffman thought leadership, marketing, advertising, community relations, and event planning expertise. Most recently, Marci was director of Marketing and Communications for Indiana Michigan Power (an AEP utility). Previously, she was head of Corporate Communications and Contributions for Peoples Gas/North Shore Gas, senior director of External Communication for Florida Power & Light, and vice president of Corporate Communications for Green Mountain Energy Company.

Kat Friedrich has combined engineering, science, and writing for 27 years. She is the Editor in Chief of the magazine Solar Today. Her work spans the energy industry, environmental research, and industrial technology. In 2012, she co-founded the Clean Energy Finance Forum, an entrepreneurial news project that Yale University acquired. Her team authored articles on electric power resilience and utility innovation. Later, she co-founded and managed a sister website on innovation in forestry, water, agriculture, and urbanism. She has written and edited for the Northeast Sustainable Energy Association, Renewable Energy World, the Conservation Services Group, Energy News Network, Microgrid Knowledge, the University of Wisconsin-Madison, and the American Council for an Energy-Efficient Economy. Previously, she was an engineer for the Forest Products Laboratory of the US Department of Agriculture and American Superconductor. Kat has a BS with distinction in Mechanical Engineering and an MS in Science and Environmental Journalism.

Elissa Miller is a senior technical writer, instructional designer, content developer, and marketing and communications professional with over two decades of experience supporting the electric power and technology industries. As Communications Director at Doubleknot, she developed and delivered all documentation, training materials, customer communications, and online multimedia help for a premier provider of software-as-a-service solutions for nonprofits and cultural organizations. While at Hoffman, Elissa has written and edited hundreds of technical reports, white papers, research publications, and newsletters in the electric power industry, and served as project manager for the creation of a searchable worldwide database of natural-gas-fired turbine generators. For SAP, she developed white papers, case studies, and a book-length statement of direction for a flagship enterprise resource planning offering. She holds a BA with honors in English and an M. Ed. in instructional technology, with a research focus on instructional design for adult learning.

Vanessa MacLaren-Wray, Ph.D. brings over 35 years of technical and writing experience in the electric power industry to Hoffman. An accomplished energy engineer, Vanessa has performed many technical analyses on energy storage systems; industrial cogeneration; power and ancillary services markets; regulatory proceedings; power flows in large networks; and power system simulation. She has authored or co-authored over 80 documents, including technical papers, multi-volume reports, training programs and workshops, support for regulatory testimony, and literature reviews. A lead consultant for 10 years at EDS & Energy Management Associates, she has shared her expertise with more than 50 entities, including utilities, industry consortia, state agencies, research groups, and technology innovators. An IEEE Senior Member, she holds an M.S. and Ph.D. in mechanical engineering and economic systems from Stanford.

Debbi Leibold, a senior technical writer/technical publications manager, has written technical documentation for more than 30 years. Her work has supported government contracts at NSA, DIA, and FEMA, worldwide initiatives, and large and small commercial companies. She has produced user documentation, training manuals, developer documentation, engineering process documentation, and others. Debbi has extensive experience adhering to a variety of commercial and military standards. She has the unique ability to understand the mind of software and hardware engineers and to translate that information into documentation for various users. Debbi works with the development team in many of the most common development environments (e.g., SDLC, Agile, Rapid Prototyping, PMI, and Waterfall).

Monica Baltz is the glue that holds us all together. She brings to Hoffman Power Consulting more than two decades of experience in project management and small business administration. For the last eight years, Monica has run the day-to-day business operations and implemented marketing campaigns. She plays a key role in client engagements by ensuring project and deliverable schedules and budgets are met. Monica coordinates all aspects of deliverable illustration and design, including managing a team of design and HTML5 programming contractors. The high quality look and feel, as well as on-time and on-budget delivery, of our client deliverables is due in large part to her excellence.

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