My role combined creative direction, content strategy, copywriting, design, and digital execution across two successive websites, videos, blog content, customer email, ABM campaigns, advertising, social media, and events.
Working across this growing body of communications allowed me to bring continuity to the brand while adapting the story to different audiences, channels, and stages of the company’s growth.
Carbon Lighthouse set out to make climate action a compelling business priority by showing building owners that reducing emissions could also create financial value. My job was to make that ambitious — and highly technical — proposition understandable, credible, and human.
But the communications challenge went beyond explaining the technology. We were speaking to time-pressed commercial real estate leaders whose immediate operational and financial concerns often took precedence over climate goals.
The messaging had to rise above engineering details and connect climate action to strategic priorities capable of earning attention at the executive and board level — all while remaining clear, relevant, and visible throughout a long, complex sales cycle.
Over five years, the work ranged from major digital initiatives to the ongoing communications that keep a growing company top-of-mind and coherent.
The common thread was an ability to understand the technology, find the human and commercial story within it, and carry that story consistently across the customer experience.
Making Invisible Technology Visible
I conceived, wrote, and directed videos that made a largely invisible process — AI-driven energy optimization — easier to understand. The stories connected building engineering, financial value, and climate impact while speaking to executives, operations teams, and sustainability leaders from different perspectives.
Sustaining Momentum Through a Long Sales Cycle
With multiple stakeholders and an extended decision process, Carbon Lighthouse needed more than an initial pitch. I helped create a coordinated drip campaign — What to Expect When You're Expecting Energy Savings — that kept prospects engaged, reinforced the value proposition, and provided timely reminders of where they were in the process and what came next. Here are few examples from that series:
Creating an Always-On Content Engine
Beyond major website and video initiatives, I helped Carbon Lighthouse maintain a steady, coherent presence across blog content, customer email, digital and print advertising, social media, events, and sales outreach. Each piece had a specific job to do while reinforcing the larger business and climate story.
Turning a Market Disruption into Relevant Outreach
When hotels and resorts were working to rebuild occupancy and guest confidence, I helped develop an ABM campaign connecting indoor air quality, HVAC performance, and Carbon Lighthouse’s broader energy expertise. The coordinated email and landing page turned a timely concern into a relevant business conversation.
One campaign spoke directly to hotels and resorts working to rebuild occupancy and guest confidence. The coordinated email and landing page connected indoor air quality and HVAC performance to Carbon Lighthouse’s broader energy expertise — turning an immediate operational concern into a relevant opening for a larger climate and business conversation.
Here's an example of an email and landing page:
