Geoff Roberts joined Synergy in 2007 and was head of retail before becoming chief operating officer in 2009. Prior to Synergy, Mr Roberts was head of retail at Bankwest. Mr Roberts was seconded to become general manager of commercial in April 2017 from his previous role as general manager of retail which he held from 2006. Mr Roberts has played a key role in implementing Synergy’s retail strategy as the business prepares for more competition and a greater level of disruption from non-traditional players. This strategy has included the outsourcing of lower value transactional processes, relaunching Synergy’s brand in alignment with Synergy’s purpose, as well as expanding the product range to include a suite of solar offerings including solar PV and residential batteries. His depth of experience in retail has helped Synergy to become a more customer focused organisation.