Diane Tasaka
Principal Manager
Corporate Communications
7 years of service
Diane Tasaka
Principal Manager
Corporate Communications
7 years of service

Diane’s team manages the company brand, creative services and web communications in addition to managing external agency resources. If you’ve seen an SCE advertisement promoting clean energy or a billboard with a squirrel reminding you to hold onto metallic balloons, then you’ve seen the impressive and important work that Diane and her team have produced. Diane is also responsible for two of the least visible but most demanding and critical tasks in Corporate Communications — the budget and General Rate Case. Neither of these tasks were part of her original job function, but when the need arose, she stepped up to manage them.

She has been an advocate to rebrand Edison since joining the company, continuously promoting to leadership the importance and benefits of branding. A few years ago, Diane received approval to lead the companywide initiative to redefine the Edison brand in the new era of energy business with a new “Energy for What’s Ahead” vision. This was the company’s first branding campaign in two decades, designed to affirm its environmental commitment to the communities we serve. Besides her overall leadership, Diane was instrumental in developing and promoting the brand purpose, brand personality, brand differentiators and the brand tagline to the entire company. The initiative was successfully rolled out and was well accepted among all operating units, with an average 5% increase in internal brand awareness just five months after its launch. Externally, the brand delivered more than 1.1 billion impressions and brand favorability maintained a strong lift (19 points) among customers aware of the campaign.

Diane’s composure and confidence seem to rise in an inverse relationship to the levels of stress and anxiety around her, which has a calming effect on everyone. Her confidence is contagious, seeming to strengthen the resolve of those around her. Diane also cares about her team and supports individual career development. She encourages a diverse and inclusive work environment by respecting different opinions and welcoming her team to express different ideas. She gives everyone opportunities to shine.