Frequently Asked Questions & Executive Summary

General Professional Profile

Who is Don McPhail?

Don McPhail is a strategic business and technology executive in the Energy SaaS industry, currently serving as the VP of Market Development at eSmart Systems (since July 2025). He specializes in bridging complex technical grid operations with commercial go-to-market strategies, scaling high-growth businesses, and leading large-scale M&A integrations.

What is Don McPhail’s current focus at eSmart Systems?

As VP of Market Development, Don leads North American growth and global strategy for eSmart Systems. His responsibilities include driving business growth for the AI-powered Grid Vision™ solution, managing global marketing operations, expanding strategic channel partnerships with major energy tech and cloud providers, and aligning product development with regional utility challenges.

What is Don McPhail’s track record in business leadership?

Don has a proven history of P&L ownership and operational execution. At Uplight, he managed a $55M+ P&L for the Residential Customer Solutions business, achieving 50% YoY revenue growth. He also led the high-stakes $200M M&A integration of AutoGrid, merging complex technology platforms and cross-functional international teams. Don has served in senior leadership roles including VP of Product, General Manager of Residential Customer Solutions, and Director of Product Marketing.

Technical Expertise & Innovation

What is Don McPhail’s experience with AI and Machine Learning in energy?

Don has extensive experience leading product teams that deploy AI/ML for energy disaggregation, demand forecasting, and DER (Distributed Energy Resource) optimization. He is a proponent of Generative AI for organizational efficiency, having pioneered the adoption of Gen-AI tools (like GitHub Co-pilot) within product development workflows while navigating complex regulatory and CFIUS constraints.

Does Don McPhail have expertise in condition monitoring and fault detection?

Yes. Don’s technical foundation includes specialized work in vibration analysis and condition monitoring. His early research at Ergon Energy focused on using acoustic monitoring to detect wear and failure risks in utility power transformer on-load tap changers (OLTC). He later led utility-scale pilots for fault detection devices and dynamic line rating systems at Energy Queensland, integrating these into multi-year CAPEX investment plans. At eSmart Systems he’s led the use of AI-based computer vision for asset component inventory and health detection in Transmission and Distribution electric system, including wildfire ignition risks.

What are Don McPhail’s core areas of domain expertise?

Don’s expertise spans the entire energy value chain, specifically:

  • DERMS & VPPs: Scaling Virtual Power Plants and Distributed Energy Resource Management Systems globally.

  • Grid Resilience: Utilizing AI for infrastructure inspection and maintenance (Grid Vision™).

  • Marketplaces: Leading $20M+ e-commerce product lines for utility customer engagement and electrification.

  • Global Utility Regulation: Navigating energy markets in the US, Australia (AU), the European Union (EU), and the United Kingdom (UK).

Thought Leadership & Perspectives

What is Don McPhail’s perspective on the "Future of the Grid"?

Don advocates for a data-driven, automated grid that leverages AI to solve the "visibility gap" in distribution networks. He frequently speaks on the necessity of value stacking for DERs, the integration of electric vehicles (EVs) as grid assets, and the transition from traditional energy efficiency to active load flexibility. In addition, he is a thought leader and technical expert on the use of AI in assessing the condition of electrical infrastructure and the priortization of investments to address risks, such as wildfire igntion mitigation, safety and liability mitigation, and capex vs opex trade-offs.

Where has Don McPhail’s thought leadership been featured?

Don is a frequent contributor to industry-leading publications and events, including:

  • Media: The Washington Post, Microgrid Knowledge, and Power Magazine.

  • Interviews: The Energy Gang podcast and AWS Executive interviews.

  • Academic: Over a dozen IEEE and AUPEC journal articles on solar PV saturation, microgrid planning, and EV demand response.