James Humfrey appointed to lead Xlinks Morocco – UK Power Project

Xlinks has appointed James Humfrey as its new CEO to lead the Xlinks Morocco – UK Power Project, in anticipation of projected portfolio growth.

The Xlinks Morocco - UK Power Project will be a new electricity generation facility powered by solar and wind energy combined with a battery storage facility. Located in Morocco’s Guelmim Oued Noun region, it will be connected exclusively to Great Britain via 4000km (2485 miles) HVDC sub-sea cables.

James Humfrey has 25 years of experience in leading complex international energy projects, most recently as EVP for Growth and Industry in ADNOC in Abu Dhabi, where he led capital project development and business development including the development of the new $25 billion Chemical Park in Ruwais.

He also led ADNOC’s New Energies Division, developing the region’s first blue ammonia plant and CCS pilot and delivered the acquisition of a stake in Masdar (an international Renewable Generation Company with a 20GW portfolio) and the formation of Masdar Green Hydrogen. He served on the Boards of Infineum and Masdar Green Hydrogen.

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Previously, Humfrey held senior roles at Shell, with his last as SVP Downstream M&A.

“Joining Xlinks First as CEO is a fantastic opportunity to lead the first-of-its-kind Morocco – UK Power Project in achieving its goal to deliver a near constant, clean and affordable supply of electricity to the UK," said James Humfrey, CEO of Xlinks First.

"This will play a key role in the Morocco and UK’s future prosperity. I look forward to working with the Board, Simon and the rest of the team as we work to deliver this much-needed project.”

Humfrey will be supported by Simon Morrish, founder and Group CEO of Xlinks, during the development period.

Morrish founded Xlinks in 2019, spearheading the concept and development of the Xlinks Morocco - UK Power Project, which is backed by global energy brands including TotalEnergies, Octopus Energy, and Abu Dhabi National Energy Company (TAQA).

Morrish will continue as Group CEO, where he is responsible for key strategic relationships and growing Xlinks’ portfolio of projects.

“I’m delighted that James has joined us to lead and grow a world-class team to deliver our ambitious vision," said Morrish. "The Morocco – UK Power Project is Xlinks’ first project, and we have other markets that are excited to harness the enormous benefits that long distance HVDC connectors can deliver to help solve the intermittency of renewables. We expect the Morocco – UK Power Project will serve as a model for future initiatives.”