Home service veteran and branding expert brings years of marketing experience to executive team
Lufkin, Texas—Lemon Seed Marketing, a leading branding and marketing agency for the home service industry, announces the election of founder and marketing strategist Crystal Williams to the executive board of Women in HVACR. Williams will serve as secretary in 2025.
Crystal Williams, home service veteran, branding expert, and founder of Lemon Seed Marketing, brings years of marketing expertise to the Women in HVACR board of directors as their newly elected secretary.
“Serving on the Women in HVACR board has connected me with numerous women who represent the future of our industry,” Williams said. “I look forward to further supporting their mission and growth in this new role. It’s energizing for me to offer my time and services in a new way to help other women working in the trades succeed.”
The executive board of directors is a subset of the larger governing board. Together they guide Women in HVACR in support of their mission to empower and promote the growing number of women entering the trades. Other women elected to the 2025 executive board include Kristen Gallup, president; Jane Sidebottom, vice president; and Angela Miller, treasurer.
“Crystal has been a valued member of Women in HVACR for five years, so we know the important perspective she brings to our executive board,” said Amy O’Grady, executive director of Women in HVACR. “Her extensive experience working in the home service industry, first at her family’s HVAC business and later through Lemon Seed Marketing, has prepared her well to help guide our organization forward in 2025.”
Williams entered the industry in 2011, working for her family’s HVAC business in Diboll, Texas. She helped her brother grow McWilliams & Son Heating and Air Conditioning as their marketing director until she recognized the opportunity to provide services for the larger HVAC industry. From its back-office beginnings as Apex Marketing Firm, Williams expanded her business into Lemon Seed Marketing, a specialized brand strategy agency with new partner Emily Fleniken in 2020. When Williams was invited to join the Women in HVACR board in 2023, she embraced the opportunity to get more involved in serving her professional community.
