To get the full picture, we’ve got to give you the full story… We’re going to throw it back all the way to 1974.

In 1974, Irvin “Mac” McWilliams started McWilliams Appliance and Refrigeration in Diboll, TX. Mac continued to grow the company, expanded into the HVAC industry, and renamed the company McWilliams and Son Heating and Air Conditioning in 1979. In 2011, Trey McWilliams, grandson of Mac, took over as the third-generation owner. Keeping it all in the family, Trey brought on his sister, Crystal Williams, to be the marketing director for the company. Trey’s desire to streamline efficiency and profitability paired with Crystal’s creative and strategic marketing tactics led to a 30% growth year over year, quickly taking it to an eight-figure company. The growth and acceleration of McWilliams and Son became highly sought after in the service industry. Trey and Crystal were constantly asked, “how do you do it?” and “can you help me?”

The constant pursuit of other service industry owners seeking their help led to the creation of Apex Marketing Firm. Apex started in a single room of a back office, with Crystal managing our first three clients, while still being the marketing director for McWilliams and Son. Word quickly spread and the clientele rapidly grew. Crystal made the leap to go full time to Apex and brought on other team members to help her take care of our clients needs.

In 2020, to further expand their in-house capabilities, Apex brought on a seasoned graphic designer, Emily Fleniken, to ramp up the designs and branding for their clients. The partnership between Crystal and Emily led to a new name that was more reflective of their personalities and services. The name ‘Lemon Seed Marketing” is the perfect culmination of everything we are. Bright and fresh like a “lemon,” committed to taking a “seed” and cultivating growth to make companies flourish, and “marketing,” because, well, that’s just what we do! And we’re really good at it. But we like to let the results do all the talking for us.

our team

lemon seed marketing - crystal williams

crystal williams


With well over 10 years of marketing and employee engagement experience under her belt, Crystal has an out-of-the-box way of thinking that draws attention to her marketing strategies and community involvement. Her always enthusiastic attitude makes it easy to get excited and rejuvenated to grow your company. She is mom of two boys, member of the local Rotary Club, and loves to rock a bold, red lipstick.

lemon seed marketing - emily fleniken

emily fleniken


Emily is the guru of graphics. She loves applying her designs to all medias from web to print to whatever else you can dream up. Her ability to think like the client helps her express the right message for any brand, in a beautifully designed manner. She’s the wife of an entrepreneur, mom to three princesses, and will make your ideas come to life, just as long as she doesn’t have to wear shoes.

lemon seed marketing - mari alexander

mari alexander


Mari will always be found wearing high heels and lip gloss as she keeps the operations in check. She thoroughly enjoys processes, spell check and spreadsheets. She thrives on and creates structure to our ever-evolving marketing world. She’s the wife of a police officer and is the mom to two lively kiddos.

lemon seed marketing - cheyenne garcia

cheyenne garcia


With a degree in Human Resource Development from Texas A&M University, Cheyenne is the glue that keeps our brand together. From coordinating our conference schedules, to generating podcast materials and resources, Cheyenne is responsible for making sure the brand is presented in the best way possible Her sweet nature combined with exceptional organization makes her the ultimate problem solver in an office full of free-spirited creatives. Cheyenne is a high school girls mentor and a proud dog mom to Ollie, the sweetest black lab. 

lemon seed marketing tiffany nash

tiffany nash


Tiffany is an elementary teacher by trade, but traded in the books for the marketing! Tiffany ensures our clients have a smooth and successful onboarding process, and is an advocate for the client to guarantee their success. We keep her plate full, but her sweet and nurturing nature is always lifting up and encouraging everyone in the office. She’s a proud law enforcement wife and momma to two kids.

lemon seed marketing -sharon

sharon mayes


Sharon is a multifaceted account manager as she loves being on the cutting edge of all things digital, but also kicks it old school with traditional pen and paper. She’s a USA Today Best Selling Author and has written numerous acclaimed novels. She knows just how to communicate the right message for our clients.

lemon seed marketing - lupita thompson

lupita thompson


Lupita is the office spunk with her vibrant personality, and fashion sense. As an account manager, she loves meeting with the clients and facilitating all their marketing needs. With a background in education, she is a fun and positive personality in the office. Outside of the office, you’ll find her being an awesome wife and mom to two kids. 

lemon seed marketing website mckena harless

mckena harless


As soon as you meet Mckena, she will probably begin assessing your enneagram or DISC personality profile. She’s a master in company culture and has extensive knowledge and experience of growing up and working in the HVAC industry. Her positive personality makes her an excellent encourager and advocate for our clients as they grow their service industry business. Mckena is a proud wife and dog mom who loves to travel and soak up all of life’s adventures.

natasha adkins


With years of marketing, account manager, and social media experience, Natasha is driven by understanding our client’s marketing needs and helping them fulfill them for their business. She adds to our team of dog parents by having her two chihuahuas. Natasha is a wife, a graduate of The University of Texas at Tyler, and an avid country music listener.

ashley knight


With years of experience as an office manager in the service industry, Ashley brings organization and a new way of thinking to our team. She is a dog mom, soon-to-be wife, and a weekend adventurer. When she is not taking care of our clients, Ashley is probably out hiking or traveling to new places.

lemon seed marketing rachel frary

rachel frary


Rachel is our quirky graphic designer. When not gaming or skateboarding in her free time, you’ll find her rocking an awesome cat shirt while whipping up some cool graphics. A recent graduate from the University of Houston, she brings a fresh perspective to our team and creative department.

lemon seed marketing - trey cobb

trey cobb


Trey is the only guy in this office full of women and he carries it in stride. You can expect a motivational quote from Trey every single morning, before 8:00 am. He has big goals, which include, but not limited to, becoming mayor of his hometown. His an awesome graphic designer and always eager to learn and do what’s next.

lemon seed marketing website hailey lindsey

hailey lindsey


Hailey is a constantly generating content for our clients, whether it’s on a social media platform or through an email campaign, she’s always up on the latest trends. Her quiet and calm spirit has taken on this role and elevated it with so many new and fresh ideas. She’s a proud Texas A&M Aggie, avid baseball fan and loves to travel.

lemon seed marketing website chasity burns

chasity burns


Armed with a degree in finance, when not collecting and sending bills, Chasity will be found watching and solving a crime scene documentary series. Her diligence and attention to detail make her our excellent accounting specialist. She is a wife and mom of girls who loves crafting and traveling.

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