JENNIFER OWENS
An editor’s eye.
A marketer’s pipeline.
2024– CO-HOST · ENGAGING ESG PODCAST
2024–25 CEEZER · FIRST MARKETING HIRE
2023–24 FLOWCARBON · A16Z-BACKED CLIMATE FINANCE FIRM
2021–23 META · FIRST SUSTAINABILITY CONTENT LEAD
2008–16 EDITOR-IN-CHIEF · WORKING MOTHER MEDIA
A senior B2B marketing leader with more than a decade as editor-in-chief
in consumer and business media.
Recent specialty: climate tech, ESG and sustainability brands.
● Brooklyn, NY · Open to project work via Jennwork · Open to senior marketing leadership roles
MORE THAN A DECADE
Meta · Flowcarbon · Ceezer · Working Mother Media · HealthyWomen
649
Qualified leads · Ceezer
One webinar program. Built demand gen from scratch as the first marketing hire — 96% lift in social engagement, 4.7%+ CTR, back-to-back record sign-ups.
4x
Event registration growth · Flowcarbon
Scaled an in-person event into the CarbonSmart Summit — a flagship program, extended into a webinar series, that opened a new enterprise pipeline channel.
#1
Sponsored series · Meta
First sustainability content lead at Meta. Launched the Triple Pundit thought-leadership program with Meta engineers as experts — the publication's top-performing sponsored content.
10 yrs
Editor-in-chief · Working Mother Media
A decade leading newsrooms and editorial teams before marketing. The editor's eye behind every pipeline I've built since.
Challenges I solve.
01 — “Marketing is ad hoc and it's costing the business — leads slip, brand equity stalls, nothing is repeatable.”
02 — “The product is there but the market-facing story isn't keeping up — technical depth isn't translating into pipeline or trust.”
03 — “Customers, partners, investors are all getting the same message — and none are converting.”
04 — “A market shift just hit — regulation, product launch, rebrand — and the org is scrambling for a cohesive response.”
05 — “Customers or members are disengaged, overwhelmed by complexity or change.”
06 — “Members, stakeholders or audiences are present but not engaged.”
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Build the demand-gen system, with clear ownership and measurement, that turns one-off launches into a repeatable engine.
Translate engineering depth into operator language, then build the editorial program that earns authority with the buyer who matters.
Design messaging tracks for each audience, matched to the right channels and cadence, with measurable lift per segment.
Stand up a coordinated response fast: messaging house, channel plan, executive content, internal comms.
Create the editorial program and community infrastructure that turns confusion into clarity and passive audiences into active ones.
Run the programs, events and content that earn the second meeting, then build a content-to-pipeline pathway you can actually attribute.
CARBONSMART SUMMIT · FLOWCARBON’S FLAGSHIP PROGRAM · 4X REGISTRATION GROWTH
Flowcarbon — from crypto to climate finance
When I joined a16z-backed Flowcarbon as Director of Marketing, the goal was immediate: launch a full brand pivot away from its crypto beginnings and towards carbon project financing. I rebuilt the website, messaging and SEO from the ground up, grew the CEO's LinkedIn engagement by 63% and follower base by 45% through a curated thought-leadership program and scaled an in-person event into the CarbonSmart Summit, a flagship with 4× registration growth. Flowcarbon was recognized as one of TIME's "America's Top GreenTech Companies 2024.”
Tracera — Fractional CMO · ESG & supply-chain SaaS
2025–present · ● Active
Ceezer — First marketing hire · demand-gen built from zero
2024–2025 ● Full-time
Flowcarbon — Brand pivot · a16z-backed climate finance
2023–2024 ● Featured ↑
Meta — First sustainability content lead · global
2021–2023 ● Full-time
Working Mother Media — Editor-in-chief · founding research institute director
2008–2016 ● Editorial
“An audience will trust you only as long as you say something true. That hasn't changed; only the medium has.”
— Jennifer Owens
Three pillars
One engine.
Strategy, storytelling and staff — three pieces that connect marketing to revenue.
Pillar 01
The system.
A demand-gen engine with audience segmentation, channel logic and measurement — built to run after I’m gone.
Pillar 02
The story.
Brand voice, editorial program and executive content, translating technical depth into language a sophisticated buyer can read in only a few minutes.
Pillar 0
The team.
Cross-functional alignment, agency direction, and the boring but essential work of getting everyone pointed at the same outcome.
What I’ve been making.
LATEST EPISODE
Bring People in, Don’t Shame Them Out.
A biweekly podcast with Kati Kallins. Guests have included communications leaders at Unity Technologies and the UN Global Compact USA.
COLOR COMMENTARY
Your Blog Page Isn’t a Content Strategy
If it's mostly press releases and product launches, it's not going to perform. And increasingly, AI isn't going to trust it either.
RECENT WRITING
Climate strategy has a procurement problem. A gender one too
Multinational companies spend less than 1 percent of their procurement budgets on women-owned businesses.
WHAT I DO
The Jennwork Framework
Develop comprehensive ESG messaging frameworks that build credibility, engage stakeholders, and avoid greenwashing.
Let's build something.
Whether fractional work or full-time, the conversation starts the same way.
Or email jennifer@jennwork.com.