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.
About the RoleWe’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.
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
Turn research into sharp insights and campaign strategies, and be the voice of the member across the company
Partner with design as a thought partner to build creative that stays true to the brand and also moves it forward
Write clear, distinctive positioning for each product and market, and keep it consistent across every marketing touchpoint
Lead integrated brand campaigns from brief to launch, including market launches in new states
Test creative concepts with real audiences before committing media spend
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.
Our ValuesFirst 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.
Skills Required
- 6+ years of experience in brand strategy, strategic planning, or brand marketing
- Experience at an agency, consumer brand, or both
- Portfolio of integrated campaigns led from strategy through execution with clear results
- Hands-on experience conducting qualitative and quantitative research and converting findings into positioning
- Strong creative judgment and ability to provide direction to designers and creative partners
- Experience working across the full marketing funnel from awareness to signup
- Experience building an ideal customer profile from data
- Ability to write briefs, participate in sales calls, and remain close to execution
- First-principles thinking, grit, and bias toward shipping
What We Do
Our mission at Base is to fix the power grid and enable affordable and reliable electricity for all. As America electrifies, our outdated power systems strain leaving families vulnerable to outages and rising costs. Base deploys home batteries that maintain household power during outages while stabilizing the grid day-to-day. By creating a distributed energy storage network across Texas, we're making electricity more reliable & affordable, and laying the foundation for energy abundance at scale.
Why Work With Us
We are building America’s Next-Generation Power Company; the first engineering-led, technology-focused, R&D-driven electricity company. We are a team of tenacious engineers, operators, and creatives who have solved hard problems. If you’re passionate about tackling one of the most critical challenges of our time, now is the time to join us.
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