Brand Strategy Lead

Base is America’s next-generation power company. We’re rebuilding the foundation of modern civilization–electricity–by deploying a vast network of distributed batteries that is transforming today’s fragile, centralized grid into a resilient and abundant system. We are engineers, operators, and creatives solving some of the most complex, interdisciplinary challenges of our time.

We’re looking for a Brand Strategy Lead to own the Base brand as we grow into the country’s most beloved energy company.

Base started by serving early adopters in Texas. Now we’re bringing reliable, affordable home backup to households who have never heard of us. That takes a brand built on a deep understanding of our members, and it takes campaigns that turn that understanding into growth.

You will be the owner of brand strategy at Base. You’ll build the research systems that make you the voice of the member. You’ll write the positioning that every touchpoint is built on, and you’ll lead the brand campaigns that introduce Base to new markets. You’ll work closely with design, growth, sales, and leadership. You’ll get the strategy right, and you’ll make sure the work ships.

This role is for a strategist who is also a doer. You have strong opinions on brand, you can back them up with data, and you hold every campaign to a number.

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  Build and run research systems that show how our members think, decide, and talk about Base, using sales call recordings, social listening, qualitative interviews, and quantitative surveys

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  Turn research into sharp insights and campaign strategies, and be the voice of the member across the company

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  Partner with design as a thought partner to build creative that stays true to the brand and also moves it forward

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  Write clear, distinctive positioning for each product and market, and keep it consistent across every marketing touchpoint

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  Lead integrated brand campaigns from brief to launch, including market launches in new states

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  Test creative concepts with real audiences before committing media spend

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  Set campaign goals tied to business outcomes

• 6+ years of experience in brand strategy, strategic planning, or brand marketing, at an agency, a consumer brand, or both

• A portfolio of integrated campaigns you led from strategy through execution, with clear results

• Hands-on experience running qualitative and quantitative research and turning it into positioning

• Strong creative taste and the ability to give clear, useful direction to designers and creative partners

• Comfort working through a full funnel, from awareness to signup, and building an ideal customer profile (ICP) from data

• A doer’s mentality: you write the brief, sit in on sales calls, and stay close to the work

• First principles thinking, grit, and a bias toward shipping

The Marketing team owns how homeowners first hear about Base, come to understand it, and decide to join. Most of the people we reach have never thought about where their power comes from until it goes out. Our job is to make a new kind of power company feel simple, credible, and obvious. We work side by side with sales, product, and design, and our results directly decide how fast Base can grow into new markets.

Please note: Base is a startup, which means priorities shift and evolve quickly. Your role may expand or change based on the needs of the business at any given time, so the responsibilities listed may not be exhaustive.

• First Principles Thinking: Question assumptions. Principles > rules.

• Operate at Base Pace: Focus on what matters, act quickly, and learn by doing.

• Give & Get Feedback: Be direct, be humble, and maintain a growth mindset.

• Everyone’s an Owner: Follow through on commitments and own results.

• Strong Opinions, Loosely Held: Drive clarity and make calls with imperfect information.

• Committed to the Mission: Rebuilding the grid is a big challenge. We work hard because we care deeply about the impact we’re creating. We work in-person. It’s not a 9-to-5. We are all-in.

• Fun & Optimism Coexist with Grit: Collaboration and celebration coincide with the intensity of building real things.