I build brands for categories that have the technology but not the story.
I’m a marketing leader who gets teams, brand, and launches working as one.
In my current industry, products are sold on kilowatt-hours, depth of discharge, and round-trip efficiency. None of that is why anyone buys. People buy for a different reason. The lights staying on during a storm. The bill that stopped climbing. Not being at the mercy of a utility.
Too much of the category still leads with specs. Leading with what people care about is the work, and it isn’t specific to batteries or even to energy. Home energy is the problem I’m solving today, but the method travels across industries.
The brand
In my current role, I lead North America marketing, from brand and positioning to PR and digital, and I build and mentor the team behind it. I also work with our teams in other countries, so the brand stays consistent everywhere and still fits each culture. My job is to find the story that resonates and help the whole company tell it.
The systems
The other half of my job is the systems behind the marketing. I start with our martech stack, and when it can’t solve a problem, I build what’s missing with AI. The goal is a more efficient team, not more software.
Giving a company a position and a voice
I drive how my company shows up in North America, from the mission and positioning to the tone of voice and how our products are named. Then I take a global approach, working with our international teams so the brand feels the same in every market while fitting the local culture.
Making the brand something people feel
I’m building a community around the brand, with homeowners telling their own stories, installers we train, and creators like HGTV’s Dave and Jenny Marrs and Gabriela Short. Watch the film ↗ Watch the sponsorship ↗
Real homeowners, national coverage ↗
I helped take a first-of-its-kind city battery program in Ann Arbor to national coverage, from Smart Cities Dive to Marketplace (NPR), by putting homeowners at the center. Technology in service of a human need, not a spec sheet.
Taking products to market
I own the North America launch for our hardware and software releases, adapting the global team’s story for this market and getting sales, installers, and the press ready for it. By the first half of 2025, we ranked third in EnergySage’s residential storage quote share, behind Tesla and Enphase.
Growing the brand through partners
Marketing makes the case. Business development gets the commitment. I do both, finding the right partners, earning the yes, and launching what we build together, from joint campaigns with technology partners to a community resilience hub in Olympia, Washington.
Batteries for people who need them
I find places where our batteries can make a community impact, from a microgrid on Maui and projects in Fiji to wildfire recovery in Los Angeles with The Footprint Project, plus an animal shelter and a kids cancer nonprofit in Southern California.
I lead North America marketing, working across product, sales, legal, and channel teams, and with our international teams to keep the brand consistent across markets. I helped take the brand from a little-known challenger to a top-tier U.S. energy-storage name, now #3 in the market. Beyond brand, I own the North America launches and run marketing for partners and distribution, new-home builders, third-party ownership programs, virtual power plant programs, and utilities.
Currently enrolled in the 2026 cohort.
Built the marketing function for a residential energy-storage startup from nothing and ran it for seven years, from four employees through its public listing. I led the brand, positioning, and launch strategy along the way.
SEO, content, and digital strategy across San Diego agencies before moving in-house into the renewable energy industry. M.S. Management & Marketing, Massey University (NZ); B.S. Marketing, Sonoma State.
There’s more to the story.
I kept this short on purpose. If the technology is ahead of the marketing, I’d like to hear about it.
Open to marketing leadership roles and select advisory work.