Launching something.

LEED v5 Launch

Leading the global introduction of the next generation of the world's most widely used green building rating system.

The Challenge

LEED v5 represented an opportunity to address decarbonization, quality of life, and resilience in the built environment at deeper levels than previous versions. The launch required introducing a new framework centered on these priorities while maintaining confidence among an established global community of practitioners, project teams, and customers.

My Role

I led the marketing strategy and execution for the launch, partnering with technical development teams, executive leadership, sales, and regional stakeholders. My team and I were responsible for market research, strategic planning, KPI development, performance measurement, resource allocation, and cross-functional coordination for this organization-wide initiative.

The Approach

• Developed a positioning strategy and messaging architecture for LEED v5 that reflected customer priorities and language, making it easier for project teams to communicate the value and impact of their work.

• Built a global launch strategy and go-to-market framework that balanced worldwide consistency with regional relevance, ensuring the launch resonated across diverse markets and audiences.

• Created sales enablement tools and customer-facing resources designed for real-world use, equipping internal teams with practical materials that supported conversations and decision-making.

• Led internal communications and stakeholder alignment efforts to ensure teams across the organization understood the vision, their role in the launch, and how to contribute to its success.

• Coordinated launch activities across regions, channels, and audience segments, bringing together multiple teams around a unified strategy while allowing for market-specific execution.

• Established success metrics and performance tracking mechanisms focused on meaningful business and adoption outcomes, creating accountability and visibility throughout the launch.

The Impact

Delivered a coordinated global launch that prepared customers, partners, and internal teams for the next generation of LEED, reinforced the brand's leadership position in sustainable building, and established a strong foundation for market adoption.

Key Capabilities

Product Launch • Go-to-Market Strategy • Positioning • Messaging • Sales Enablement • Internal Communications • Stakeholder Alignment • Change Management