PATHWAYS REBRAND

ROLE

Marketing Lead, 2026

SKILLS

Brand strategy, creative direction, copywriting, web design, social / email marketing, content production.

SUMMARY

Pathways is a climate tech startup helping U.S. concrete producers track and report CO2 emissions through Environmental Product Declarations. Essentially nutritional labels for carbon impact.

Joined as the first marketing hire with zero concrete industry experience. In three months: rebranded the company, launched a new website, started a newsletter, wrote thought leadership and case studies, designed interactive web apps, built two mailer campaigns, and ran their socials.

Told the story of a highly technical product with a niche audience.

DESIGNED TO KEEP PRODUCERS MOVING MANIFESTO

Most concrete producers don’t wake up thinking about sustainability software. They’re focused on keeping projects on track, crews working, and bids competitive.

But regulations are confusing. Language is jargon-heavy. And too often, sustainability feels slow, distant, and patronizing; it’s built for consultants, not producers.

EPDs don’t need to slow you down.

Pathways exists to remove friction at the exact moment friction is most costly: when timelines are tight, bids are on the line, and stopping isn’t an option.

We’re not here to lecture. We’re not here to complicate. We’re here to help producers keep moving.

Pathways keeps business moving today, and helps build a future where sustainability doesn’t stand in the way of progress, but moves alongside it.

THE UNITED STATES OF DATA CENTERS

Data centers are one of the largest infrastructure buildouts in U.S. history and a primary driver of EPD adoption. Tech buyers have strict carbon mandates with EPDs acting as the access keys.

I built an interactive web app that lays out data center projects across 345 locations and 15 companies sortable by market, location, and carbon requirements.

The indirect argument for EPDs: here's the market that you can access.

A NEW WEBSITE

Launched a new website — design, copywriting, animations, and creative direction. Built around our brand platform "Designed to Keep Producers Moving": punchy copy rooted in operational reality, visuals that emphasize motion and progress.

Led with our sharpest competitive edge: fast onboarding, white-glove service.

REGIONAL MAILER CAMPAIGN

Concrete producers are regional by nature — a 100-mile delivery radius — and largely offline. They move fast, on-site, through physical media.

Designed and wrote a regional mailer campaign built around that reality: hyper-local framing, a direct business case for EPDs.

HEIDELBERG MATERIALS CASE STUDY

Heidelberg Materials is one of the largest concrete and cement producers in the world — and one of Pathways' most important partners. Verifying an EPD for their cement plants under the 2025 PCR was an industry first.

I wrote and designed a case study that became the template for all Pathways storytelling: the situation, the friction, how Pathways removed it, the outcome.