Following the CHARGE Awards, we’ve been asking the Rising Stars in Energy to reveal their approach to branding in energy. In this article, we speak to Ashley McGeary, Communications Director of Grid United.
- Please tell us more about Grid United and your role
- Grid United is an independent developer of high-voltage transmission lines, based in Houston, Texas. As the Communications Director for Grid United, I oversee all aspects of internal and external communications, public affairs, and strategic corporate engagement. A key focus of my role is cultivating and protecting the company’s corporate reputation. This involves leading the development and implementation of communication strategies across our corporate and project portfolio. Working closely with functional leads and the development team, I ensure that stakeholders—including media, trade organizations, policymakers, and local communities—have a clear and accurate understanding of Grid United’s mission and the vital role interregional transmission plays in addressing systemic challenges.
- What excites you most about the energy sector?
- The energy sector lies at the intersection of the world’s most pressing systemic challenges, with climate change being the most urgent. Energy infrastructure—how we generate, move, and consume energy—is central to addressing this crisis. What drives me is the understanding that without modern, reliable infrastructure, we cannot achieve the transformations necessary to ensure a sustainable future. Communicating the critical nature of these systems is essential to building the consensus and support required for such gargantuan projects. The complexity of this mission, and the opportunity to play a role in shaping the infrastructure that underpins the future of everything, inspires and motivates me daily.
- What can the energy industry do to recruit more of the smartest minds and future leaders?
- Energy is all around us, an invisible yet vital thread that connects everything we do. Framing energy infrastructure as central to solving global challenges—like climate change, infrastructure modernization, and reliability—can inspire purpose-driven individuals to see its critical role in shaping the future. To attract the best minds, the industry should highlight this interconnectedness, fostering a sense of purpose in contributing to something foundational and transformative. It’s also essential to create opportunities for diverse voices and bold ideas, showcasing how energy intersects with policy, technology, and societal resilience. Transparent, collaborative leadership and a focus on innovation will further empower the next generation to see energy as the sector where they can make the most profound impact.
- What do you say when you were convincing colleagues to take branding/reputation seriously as an investable asset? Who do you need to convince?
- I emphasize that branding and reputation are about creating trust and ensuring clear understanding for the monumental challenges the energy sector tackles. Effective communication isn’t just a tool—it’s a bridge that brings stakeholders, policymakers, and communities along with us. Without clear messaging tailored to the needs of our target audiences, we risk leaving them behind, leading to misunderstanding or resistance. For transformative projects like interregional transmission, branding is essential to aligning stakeholders and building the community, reputation, and trust necessary for success.
- Internally, it’s critical to ensure colleagues understand this. By explaining the value of communication, we can empower them to become effective diplomats and messengers of our goals. When everyone speaks with clarity and purpose, we amplify our ability to engage key audiences, foster collaboration, and ultimately achieve our objectives. Investing in branding is not a side effort—it’s foundational to long-term success.
- What are the first 3 ingredients that go into a successful internal communications recipe?
- Purpose: Every message must connect back to the larger mission and emphasize why our work matters.
- Empathy: Understand your audience’s needs, concerns, and perspectives to build trust and alignment.
- Engagement: Create a culture of open communication where feedback is encouraged, and everyone feels like a key part of the story.
- If you were to capture the best communications advice that you’ve ever received as a 5–7-word presentation slide title what would that be?
- If it doesn’t make sense, pause.
- What are your hopes and aspirations for the future?
- I hope to foster collaboration and trust across diverse audiences, building a shared vision that supports transformative projects. Ultimately, I want to contribute to a more informed, resilient energy sector while inspiring others to see energy not just as a necessity but as a powerful force for progress.
