Nay Shayan
Senior Brand Strategist @Portland General Electric
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WORK HISTORY
Senior Brand Strategist @Portland General Electric
Portland, OR, US
Owned end-to-end brand strategy, grounding creative direction in audience research, cultural context, and performance data- Translated brand strategy into scalable creative frameworks and sponsorships, balancing brand consistency with audience-specific customization- Led development and optimization of a $400K annual advertising campaign, using brand and performance metrics (CTR, engagement, awareness, enrollment) to guide investment- Managed external agencies and partners, overseeing timelines, budgets, and creative quality while protecting brand integrity- Developed and executed inclusive brand activations at high-visibility community events, such as Pride Festival, Portland Winter Lights Festival, and Fiesta Mexicana, collaborating with local artists and small businesses to drive authentic engagement- Championed inclusive marketing practices by embedding accessibility, language equity, and cultural relevance into brand strategy and execution.
EDUCATION
Western Washington University
Bachelor’s Degree, Business Administration & Marketing
SKILLS
ABOUT NAY SHAYAN
I build and lead go-to-market strategies that turn complex ideas into brands and programs people genuinely connect with. With 20+ years of experience across brand strategy, product marketing, and integrated GTM execution, I’ve driven B2B and B2C initiatives across energy, sustainability, tech, and consumer programs built to reach large, diverse audiences.My work sits at the intersection of strategy, creativity, and execution. I translate business goals and audience insights into clear, cross-channel brand systems that perform across digital, paid media, experiential, video, radio, and community activations. I specialize in aligning teams, partners, and stakeholders around a shared vision, cutting through complexity to build GTMs that can be measured, scaled, and sustained.
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