Elephant Energy

When I joined Elephant Energy as the first product marketing hire, there was no brand playbook, no positioning framework, no structured GTM process. My job was to build all of it — while also running it.

The core challenge

Elephant Energy was marketing itself as a "home electrification" company, language that sounds like infrastructure, not aspiration. Customers were confused, the sales team was working without consistent messaging, and the website didn't reflect where the business was headed. Before I could launch anything, I needed to establish what the brand actually stood for.

The work

Repositioning the brand

I led a full repositioning from "home electrification" to "heat pump experts" — a shift that gave the brand a clear, defensible identity and gave customers a genuine reason to choose us over generalist contractors. That work produced a messaging architecture used company-wide: brand voice, positioning pillars, customer-facing proof points, and internal guidelines that anchored everything from sales decks to PR pitches.

Rebuilding the website

With the brand foundation in place, I directed a complete website overhaul, including brand expression, content strategy, technical SEO, and accessibility standards built in from the start. I sourced and managed the full cross-functional team: writer, designer, web developer, and program manager. The result was a site that finally looked and sounded like the company we were becoming.

Building the PR function

I sourced, evaluated, and onboarded a new PR agency. That work earned us a Denver Business Journal Fast 50 award in the medium category and meaningfully expanded brand visibility in a competitive market.

Expanding into new markets

As the business grew, I defined the brand strategy and GTM positioning for new market entries: Los Angeles, Multifamily & Low-Income segments. Each required its own audience analysis, messaging framework, and channel approach, built on the same brand foundation, but tuned for a very different customer.

Navigating a legislative crisis

When the OBBBA hit the clean energy industry, I served as brand guardian. I translated complex policy into consumer-friendly communications and managed cross-channel messaging through a high-demand period, keeping the brand voice clear and the customer relationship intact when both were genuinely at risk.

From the people I've worked with

Let's talk

If you're building something that needs a marketer who can set the strategy and then actually execute it, I'd love to connect!