---
title: 'Brand Strategy Lead at Base Power Company'
canonical: 'https://feeny.ai/job/brand-strategy-lead-base-power-company-austin-gg4cdygch919'
type: 'job'
last_seen: '2026-10-20'
---

# Brand Strategy Lead at Base Power Company

- **Company:** [Base Power Company](https://feeny.ai/companies/base-power-company)
- **Location:** Austin, TX
- **Employment:** full-time
- **Work type:** onsite
- **Posted:** 2026-10-19
- **Last confirmed live:** 2026-10-20
- **Apply:** https://jobs.ashbyhq.com/base-power/abe6b562-f2ae-4b18-bc1c-258c7b3171cb

## Job description

## About Base

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 Role

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.

## What You’ll Do

- 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

## What You'll Bring

- 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

## About the Team

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 Values

- 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.

Do the best work of your life at Base.

## About Base Power Company

## Company Overview
- **One-liner**: Base Power is a technology-driven energy provider deploying a network of distributed home batteries in Texas to provide reliable, affordable backup power and grid-balancing services.
- **Entity Type**: Private (Series C, $1.3B+ raised to date)
- **Headquarters**: Austin, Texas, United States
- **Founded**: 2023
- **Founders**: Zach Dell (CEO & Co-Founder), Justin Lopas (COO & Co-Founder)

## Core Business
- **Primary industry/industries**: Energy Technology (Energy-as-a-Service, Grid Storage, Distributed Energy)
- **Target customers**: B2C (Texas homeowners), B2G (grid operators / ERCOT)
- **Mission or purpose statement**: "Build the future of American power." — The company aims to protect American families from outages, strengthen the aging U.S. grid, and move toward energy abundance by deploying a large-scale network of home batteries.

## Products & Services
- **Home Battery + Energy Membership**: A vertically integrated service where Base installs a large battery (25–50 kWh) at a customer's home for a low one-time fee ($695–$995). Customers pay a fixed energy rate (8–4¢/kWh) and a small monthly membership ($19–$29/mo). Base earns revenue from the grid (grid-balancing services), not from customer bills, enabling rates legally guaranteed to stay below market average. The system provides whole-home backup, protecting against 97% of outages.
- **Grid Services Platform**: Proprietary software that orchestrates the distributed battery network — charging when demand is low and discharging when the grid needs support — generating revenue and grid resilience.

## Market Standing
- **Valuation/Market Cap**: Not publicly disclosed (Private company with $1.3B+ total funding)
- **Key Metric (Funding)**:
  - **Series A** (May 2024): $68M led by Thrive Capital
  - **Series B** (April 2025): $200M led by Lightspeed Venture Partners, Andreessen Horowitz, and others
  - **Series C** (November 2025): $1.0B from 26 investors
  - **Total raised**: ~$1.27B (converted from 1,268,000,000)
- **Notable Investors/Partners**: Thrive Capital, Lightspeed Venture Partners, Andreessen Horowitz (also key talent source: 42 former Tesla employees, 6 from SpaceX, 4 from Anduril Industries)
- **Growth Signals**:
  - **Headcount**: 266 (as of mid-2026), with **+186.4% YoY growth** and a rapid monthly growth rate of +12.6%
  - Named one of **TIME's 10 most influential energy companies of 2026**
  - Operating in 5 countries (primarily US, with presence in Canada, Philippines, France, India)
  - 100+ active job postings with +104% increase YoY
  - 12,500+ batteries installed; serving thousands of monthly customers
  - CEO cited in the careers page as saying the company has 400+ team members ("400+" likely includes contractors and field installation/service workforce)

## Competitive Advantages
- **Vertically Integrated Model**: Base designs, manufactures, and installs every battery system itself, controlling the full stack from hardware through software to field operations.
- **Unique Business Model / No-Customer-Profit**: Base earns revenue from grid balancing, not from customer energy bills. This allows guaranteed-below-market rates and a low-cost battery membership, making it dramatically cheaper than competitors (e.g., Tesla Powerwall equivalents).
- **Strong Investor and Talent Backing**: World-class VC backing combined with a heavy talent influx from Tesla, SpaceX, and Anduril (companies known for high-velocity hardware/software execution).
- **Massive Capital Advantage**: $1B+ Series C provides a significant moat for scaling hardware production, dealer network, and software.

## Strategic Focus
- **Scale distribution in Texas**: Continue deploying home batteries at a rapid pace across Texas, entering new zip codes and neighborhoods.
- **Grid partnership expansion**: Deepen relationships with ERCOT to expand the value of grid-balancing services.
- **Product development**: Improve battery technology (safety, capacity, cost), increase whole-home backup coverage (currently 97%), and develop new hardware/firmware generations.
- **Geographic expansion**: potential to move beyond Texas into other states (currently operating in 5 countries for support functions, but service is Texas-focused).

## Why Work Here
- **Culture**: Described as "intense, fast-paced, and deeply mission-driven." The company demands high output, ownership, and a bias toward action. It's explicitly stated as "not for everyone, and that's by design." This is a high-ownership, low-ambiguity environment.
- **Work Model**: **On-site at Base HQ in Austin, Texas.** Proximity to the product and team is central to how they move fast. "Do I need to be based in Texas? Yes."
- **Hiring Speed**: Fast process — aim for 1st conversation to offer in ~2 weeks.
- **Interview Process**: 3-4 hour on-site including technical assessments and behavioral/team conversations. Focus on "how [you] approach problems, communicate tradeoffs, and collaborate."
- **Non-traditional backgrounds**: Explicitly welcome: "We care about what you've built and how you think, not the logos on your resume. Some of our best people came from non-traditional paths."
- **Engineering Culture**: Heavy focus on hardware + software + field operations. Talent sources heavily from Tesla, Anduril, SpaceX — firms known for hardcore engineering and manufacturing excellence. Roles span hardware engineering, firmware, software, manufacturing, field installation/service, operations, growth, and design.
- **Team Composition**: ~29% of employees are in technical roles; ~15% in operations; significant representation of trades workers (11).
- **Notable Perks**: Opportunity to work on physical infrastructure deployed at scale; chance to contribute meaningfully to grid modernization and American energy resilience.

## Sources
1. [Base Power Careers Page](https://www.basepowercompany.com/careers)
2. [Base Power About Page](https://www.basepowercompany.com/about)
3. [Base Power Home Page (Product & Pricing)](https://www.basepowercompany.com/)
4. [Base Power LinkedIn Company Page](https://www.linkedin.com/company/basepowercompany)
5. [Base Power Open Roles (Ashby)](https://jobs.ashbyhq.com/base-power)

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