Hydrogen production is the key in utilizing an excess renewable energy. Many studies and projects looked at the energy management systems (EMSs) that allow to couple hydrogen production with renewable generation. In the majority of these studies, however, hydrogen demand is either produced for powering fuel cells or sold to the external hydrogen market. Hydrogen demand from actual industrial plants is rarely considered. In this paper, we propose an EMS based on the industrial cluster of GreenLab Skive (GLS) that can minimize the system’s operational cost or maximize its green hydrogen production. EMS utilizes a conventional and P2X demand response (DR) flexibility from electrolysis plant, hydrogen storage tank, electric battery, and hydrogen-consuming plants to design the optimal schedule with maximized benefits. A potential addition to the existing components at GLS – an ammonia plant is modelled to identify its P2X potential and assess the economic viability of its construction. The results show a potential reduction of 51.5–61.6% for the total operational cost of the system and an increase of the share of green hydrogen by 10.4–37.6% due to EMS operation.