Location
Oakland, CA | United States
Job description
Director, Brand Strategy and Advertising Location Oakland, California;
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Requisition ID # 154822
Job Category: Corporate Affairs / Communication
Job Level: Director/Chief
Business Unit: Customer & Comms
Work Type: Hybrid
Job Location: Oakland
Department Overview
The Marketing and Communications team at PG&E shapes how the company communicates with the 16 million people it serves in Northern and Central California. We keep customers informed about PG&E’s progress in delivering safe, reliable energy at the lowest cost possible. We explain how PG&E is harnessing innovation to achieve it and the State of California’s bold climate goals. This team also drives marketing efforts to encourage customer participation in programs that promote energy efficiency, provide income-qualified bill discounts, and advance the electrification of transportation, homes and industries.
Position Summary
Reporting to the Chief Marketing and Communications Officer, this position provides a unique opportunity to guide the company’s brand strategy. We aim to recapture hearts and minds by showing the world how PG&E has changed in ways that matter to our customers. This leader will design a multi-year journey to rebuild trust in the safety and reliability of PG&E’s energy system and in the company and its leaders. They will also build confidence that PG&E is ready to lead and support its customers through the transition to clean, sustainable energy.
The role requires exceptional leadership and operational management skills. You must be innovative, proactive and passionate about both PG&E customers and the brand. You must be hands-on with a passion for diving into data, a master of budget management, and able to lead various agencies to deliver breakthrough outcomes as part of your extended team. You will be held to the delivery of key brand performance indicators and managing performance through a data-driven Lean operating process.
You will be successful through engaging, inspiring, and galvanizing the organization around the brand position and strategies so that others are clear in bringing them to life in their areas of functional expertise. This will require coordination with various internal departments and teams to execute the brand integration plan. This role is also responsible for driving and maintaining public safety awareness through an annual, multi-channel campaign focused on gas and electric safety.
The ideal candidate will have extensive prior experience in brand management and advertising, in developing strategic plans, and managing multiple cross-functional projects concurrently. In addition, having enthusiasm that inspires others and diplomatic persuasive skills are pluses.
This position is hybrid, working from your remote office and your assigned work location based on business need. The assigned work location will be within the PG&E Service Territory.
PG&E is providing the salary range that the company in good faith believes it might pay for this position at the time of the job posting. This compensation range is specific to the locality of the job. The actual salary paid to an individual will be based on multiple factors, including, but not limited to, specific skills, education, licenses or certifications, experience, market value, geographic location, and internal equity. Although we estimate the successful candidate hired into this role will be placed towards the middle or entry point of the range, the decision will be made on a case-by-case basis related to these factors.
A reasonable salary range is:
Bay Area Minimum: $170,000
Bay Area Maximum: $290,000
Reporting Relationship
Reports into the VP, Chief Communications & Marketing Officer.
Job Responsibilities
Brand Advertising
Deliver an effective and measurable annual brand advertising plan by working with agency partners, senior management, business partners and Marketing and Communications team members.
Lead agencies in the creation of campaigns and the development of media plans
Develop and deliver a process for disseminating advertising materials across the organization
Act as a consultant and breakthrough thinker focused on ideas and following them through to execution
Brand Strategy/Management
Oversee the consistent delivery of our brand experience across all PG&E internal and external channels, including owned properties and through partnerships.
Lead a team of four staff responsible for video production, graphic design and brand management.
Drive the present and evolve the future expression of the Brand
Design and develop standards for brand success and measurement partnering with Customer Insights and Measurement
Manage the Brand budget to corporate priorities and provide leadership to focus spending against company objectives. Effectively cost control agency fee, production, media and other related expenses.
Maintain and educate co-workers on the Brand style standards
Partner with the Coworker Communications and Social Media teams to enable coworker brand advocacy programs
Ensure company-wide brand compliance with guidelines by providing expert review and recommendations
Act as a brand ambassador and conduct semi-annual brand training for new hires or business unit/functional area
Work with Legal to protect company trademarks
Oversee creative design and ongoing design impact and brand alignment of PG&E’s digital news magazine, Currents
Emergency Operations Support
Leadership Qualities
PG&E expects its leaders to conduct themselves with the highest ethics and integrity and to embody specific leadership qualities.
Strategic Mindset
Seeing ahead to future possibilities and translating them into breakthrough strategies.
Operating effectively, even when things are not certain or the way forward is not clear.
A Leader in the Community and Industry
Effectively building formal and informal relationship networks inside and outside the organization.
Anticipating and balancing the needs of multiple stakeholders.
Demonstrates Safety Leadership
A safety champion in words and deeds with respect to both employee and public safety.
Maintaining an environment of open dialog and free of retaliation.
Influences and Inspires
Using various- communications that convey a clear understanding of the needs of different audiences.
Maneuvering comfortably through complex policy, process, and people-related dynamics.
Optimizes Team Performance
Building strong-identity teams that apply their diverse skills and perspectives to achieve common goals.
Creating a climate where people are developed and motivated to do their best to help the organization.
Values Diversity and Creates Inclusion
Fiscally Responsible
Interpreting and applying understanding of key financial indicators to make better business decisions.
Planning and prioritizing work to meet commitments aligned with organizational goals.
Leads Ethically and in a Compliant Manner
Sponsoring and sustaining a high integrity speak-up corporate culture which prioritizes ethics, safety and compliance.
Building on necessary level of industry, company and subject-matter expertise, including laws and regulations.
Provides a High Level of Customer Service
Background Qualifications
Minimum
10 years of experience in branding or related
BA/BS degree or equivalent experience
Desired
Experience working across a wide range of industries and markets. Consumer and utility/regulated industry experience a plus.
Advertising experience including client management, either internally or with an agency (major agency and corporate marketing organizations preferred).
Demonstrated management experience in areas of strategic messaging development, brand planning, target audience insights, advertising and web marketing, media planning and budget management
Excellent leadership, collaboration, communication, and negotiation skills
Demonstrated experience in working with senior management and ability to influence decision making
Development of internal operational procedures and processes that support the development of great communications
Ability to integrate and drive projects across an extended organization
Experience in or knowledge of employee communications and how to extend the company brand to employees
Flexibility to jump into tasks that may be outside of one’s core skills
Skilled at managing multiple projects simultaneously, maintaining momentum and timelines.
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