By Wyman Bain | Executive Search Specialists

As the race towards a net-zero future accelerates, green hydrogen has captured headlines as a potential game-changer in global decarbonisation efforts. But beyond the buzzwords, where is hydrogen actually gaining traction and more importantly, where is the real executive opportunity?

At Wyman Bain, our research-led executive search approach offers a unique perspective on emerging markets. In this article, we cut through the hype to explore where green hydrogen is commercially scaling, how leadership demands are evolving, and how the right talent will drive sustainable growth.

🚗 Hydrogen in Cars & Aviation: More Hype Than Progress

Hydrogen-powered cars and planes have been touted as the future of clean transport. Yet in practice, battery electric vehicles have surged ahead, leaving hydrogen solutions trailing due to infrastructure gaps, high costs, and technical constraints.

In aviation, the path to commercial hydrogen-powered flight remains long and complex. While these sectors capture public imagination, they are not currently where green hydrogen is seeing the most viable commercial growth.

⚙️ Where Green Hydrogen Is Growing

1. Industrial Decarbonisation: The Hydrogen Epicentre

Hydrogen has long played a role in heavy industry. Now, companies are transitioning from fossil-derived “grey” hydrogen to renewable “green” alternatives under the pressure of net-zero commitments and regulatory shifts.

• 🧪 Chemicals & Fertilisers: Major projects across the UK and Europe are replacing grey hydrogen in ammonia and methanol production.
• 🔩 Steel: Industry giants such as ArcelorMittal and SSAB are developing green hydrogen-based steelmaking at commercial scale.
• 🛢 Refineries: Green hydrogen is being trialled to lower emissions in desulphurisation and hydrocracking processes.

2. Energy Storage & Grid Balancing

As wind and solar become the energy system’s backbone, grid-scale storage is essential. Hydrogen offers a scalable “power-to-gas” solution, particularly suited to storing surplus renewable power and balancing the grid.

3. Heavy Transport & Logistics

Hydrogen is showing real promise in sectors where batteries fall short such as lorries, buses, freight trains, and port machinery thanks to its energy density and quicker refuelling.

4. Investment & Policy Backing

Governments are putting real capital behind hydrogen. In the UK, the government has committed to 10GW of low-carbon hydrogen production by 2030, with most focused on industrial, power, and heavy transport use not consumer cars or aircraft.

🧠 The Executive Talent Shift: Bridging Old & New

The growing hydrogen economy is creating a unique leadership gap. Organisations require senior talent who can bridge traditional industry expertise (chemicals, manufacturing, engineering) with renewables, digitalisation, and innovation.

🌟 In-Demand Roles

• Chief Technology Officers (CTOs): Navigating legacy chemical systems and new electrolyser technologies.
• Operations Directors: Leading the transition from continuous chemical production to variable, renewables-powered hydrogen processes.
• Commercial Directors: Managing both established commodities and the emerging economics of green hydrogen.
• Plant & Manufacturing Leaders: Balancing large-scale industrial safety, efficiency, and green hydrogen protocols.

🔄 Where Talent Is Coming From

We’re seeing leaders transition from firms like Shell, INEOS, and Johnson Matthey, to hydrogen specialists such as ITM Power and Ceres Power, as well as renewables players like Ørsted and SSE. The rise of “bridge” executives those fluent in both traditional and emerging sectors is a defining trend.

🔍 Why Research-Led Executive Search Matters

At Wyman Bain, we go beyond databases. Our team conducts bespoke market mapping, proactively identifies hidden talent, and delivers executive candidates with both the capability and cultural alignment to drive transformation.

Our clients benefit from:

• 📊 Real-time market intelligence: Insight into where talent is shifting across sectors.
• 🧬 Cultural fit: Ensuring long-term alignment with business vision, not just technical skills.
• 🧭 Tailored search processes: Dedicated attention to every brief, every time.

📈 The Outlook: Growth, Demand & Opportunity

• 📉 Market Growth: Green hydrogen is projected to grow at 40%+ CAGR through 2030, primarily in industrial and energy storage applications.
• 🇬🇧 UK Advantage: With government strategy and infrastructure funding in place, the UK is well-positioned for leadership in the space.
• 💼 Talent Demand: The right executive leadership will be critical to scale innovation into commercially viable, long-term growth.

🏁 Final Word: Now Is the Time to Lead

Green hydrogen is no longer just a future vision it’s becoming commercially real in the industrial and power sectors. But success in this next wave of growth won’t come from technology alone. It will come from leadership.

At Wyman Bain, we specialise in connecting organisations with the exceptional people who will lead this energy transition.

👉 If you’re building your hydrogen leadership team or want to understand the real talent landscape, get in touch.
 
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