JENNIFER OWENS
An editor’s eye.
A marketer’s pipeline.
A senior B2B marketing leader with more than a decade as editor-in-chief in consumer and business media, along with a specialty in 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 and one campaign, as the first marketing hire. Proof the story can fill a room: 649 qualified registrants from one well-planned webinar, followed by back-to-back record months.
4x
Event registration growth · Flowcarbon
Scaled an in-person event into the CarbonSmart Summit — a flagship program, extended into a webinar series headlined by former CFTC Commissioner Rostin Behnam.
#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 the brand says nothing a competitor couldn’t also — leads slip, brand equity stalls, nothing is repeatable.”
→ Build the narrative — positioning, voice, editorial standards — that makes the company and its executives worth quoting.
02 — “The product is there, but the market story isn't keeping up. Technical depth isn't translating into pipeline or trust.”
→ Translate engineering depth into operator language, then build the editorial program that earns authority with the buyer who matters.
03 — “Customers, partners, investors are all getting the same message — and none are converting.”
→ Design messaging tracks for each audience, matched to the right channels and cadence, with measurable lift per segment.
04 — “A market shift just hit — regulation, product launch, rebrand — and the org is scrambling for a cohesive response.”
→ 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.
05 — “Customers or members are disengaged, overwhelmed by complexity or change.”
→ Run the programs, events and content that earn the second meeting — and a long-lasting partnership.
06 — “Members, stakeholders or audiences are present but not engaged.”
Former CFTC Commissioner Rostin Behnam
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.
Leading a scrappy team, we 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 Head of Marketing · ESG & supply-chain SaaS
2025–present · ● Active
Ceezer — First marketing hire · brand and content function built from zero
2024–2025 ● Full-time
Flowcarbon — Brand pivot · a16z-backed climate finance
2023–2024 ● Featured
Meta — First sustainability content lead · global · Fortune 50
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.”
Three pillars.
One engine.
Strategy, storytelling and staff — three pieces that connect marketing to revenue.
Pillar 01
The story.
Positioning and narrative architecture — what the company says, to whom, and why it's true — built to run after I’m gone.
Pillar 02
The craft.
Brand voice, editorial and executive content, translating technical depth into language a sophisticated buyer can read in minutes.
Pillar 03
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.
The Podcast
Bring People in, Don’t Shame Them Out.
A biweekly podcast with Kati Kallins. Guests range from sustainability + comms leaders across nonprofits, NGOs, tech and business.
The Video series
Color
Commentary on B2B Trends
Lipstick on to share short takes what’s working today.
RECENT WRITING
Climate has a procurement problem.
A gender one too.
Named one of Illuminem's Top 10 most-read thought leaders in Business Impact.
how i work
Three Pillars.
One Engine.
Orchestrating the strategy, storytelling and staff you need to connect marketing to revenue.
Let's build something.
Whether fractional work or full-time, the conversation starts the same way.
Or email jennifer@jennwork.com.