Stephen W. Williams

(see LinkedIn profile:



Flexible, experienced and dedicated summarizes my career. My latest adventure has been as a pioneer in the outdoor LED lighting industry. I also have extensive knowledge and experience in top tier investor-owned and smaller public-owned electric utilities. My work history includes a range of duties in operations, management and market communications. I have succeeded in large measure because I can quickly grasp complex systems and clearly communicate technical concepts to non-technical audiences.


Stephen’s Light Consulting, San Antonio, TX                                                                                                       2014-Present
 Providing a range of services related to sales, marketing, customer service and operations: strategic planning, research, presentations, copy writing, photography, project management and key account management. Focusing on utility scale LED outdoor lighting, small solar PV and renewable technology, electric utilities and Christian non-profits.

Toshiba LED Lighting Systems, San Antonio, TX                                                                                 2012- 2014

Public Sector Sales Manager East. Oversee the sale of Toshiba LED commercial lighting products in the Eastern USA, innovative products for utilities, DOTs, universities and military installations. Performed strategic and tactical planning, plus execution of sales plan.

  • Opened new territory in new market segment through direct contact with utilities, agents and supply distributors
  • CPS Energy Account Manager, largest Toshiba customer, during major light deployment

GreenStar Products, Inc., San Antonio, TX                                                                                            2010- 2012

Vice-President Marketing. Oversaw a wide range of sales and marketing activities for startup LED light manufacturing firm. Duties included strategic and tactical planning, plus execution of marketing plan. Met a wide variety of additional needs such as customer technical support, project management and group sales training.

  • Identified market segments for product lines Aviator, Galaxy and Solaris series fixtures
  • Oversaw direct sales activities, RFP responses, sales material development, performance reports, after sale customer care activity, new business prospecting
  • Established Rep network for indirect sales tactic
  • Managed LED light installation projects

Bandera Electric Cooperative, Inc., Bandera, TX                                                                                                2003- 2009

Member Services/System Safety Advisor. Successfully oversaw and supported a variety of activities related to member and employee communications, public safety, media relations, marketing, energy efficiency programs, insurance, outage management and others.

  • Planned and initiated company’s first strategic advertising plan
  • Directed implementation of renewable energy sales program that sold all available power
  • Instigated a successful website as a marketing and communications tool

American Electric Power (AEP), (merged with CSW), Dallas, TX                                 2000- 2003

Communications Consultant. Planned and oversaw successful media, community and employee communication activities for AEP’s $300 million entry into wind farm business. Responsible for internal and external communications within the AEP Texas power generation fleet.


  • Central and South West Services (a CSW company) Tulsa, OK
  • Communications Consultant. Directed Y2K Project communications for Fortune 500 company.
  • Southwestern Electric Power Company (a CSW company), Shreveport, LA
  • Senior Communications Specialist. Editor of Southwestern magazine.
  • West Texas Utilities Company (a CSW company)
    • Manager Employee Communications. Abilene, TX
    • Area Business Manager. Moran, Balmorhea, Ozona, TX
    • Serviceman. Alpine, TX


Business law, economics, supervisory management, general business, psychology, technical writing, and professional communications courses, Baptist University, Dallas, TX, 100 college credit hours

 Specialized training:

  • Lighting Research Center, LED Lighting Systems
  • Touchstone Energy, Commercial Lighting
  • Advanced Energy Strategies, Solar Electric Systems
  • NRECA Supervisory Training
  • NRECA Safety Observer
  • Accident investigation
  • Management GRID
  • CSW Advanced Risk Communications
  • Public Utility Review
  • Priority Management
  • Sales Training
  • Customer Service Training
  • The Creative Trainer
  • LCRA, Residential & Commercial Energy Auditor
  • Advanced PowerPoint and other software

See a listing about our services and focus in the What we do page.

See published samples of Stephen’s work on the Links to Work page.

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