Jemma Baker, Deputy Director of Retail Policy at Ofgem has specialised in retail regulation for over 15 years, both in the UK and overseas. She is passionate about putting consumers at the heart of decision making and is currently responsible for making sure the retail energy market rules are driving the highest of customer service standards now and in the future for all consumers. This includes setting a strategy for vulnerable consumers, ensuring support for consumer struggling to pay, and making sure the retail energy market provides consumers with greener choices. Her previous work and roles include, introducing price regulation into retail energy markets in the UK and Australia, and leading reporting and guidance for the Regulation Unit at the Competition and Markets Authority.