The Challenge
Tesla Energy is scaling solar and Powerwall adoption across North America. You'll own the full demand generation playbook-from strategy through lead nurturing-in a category that's reshaping global energy infrastructure.
Your Mission
Map current demand gen tech stack (marketing automation, CRM, analytics) and audit performance across all channels
Launch 2-3 high-impact campaigns (paid search, email, social) with baseline KPIs established for lead volume and CAC
Establish weekly reporting cadence with sales team to align on lead quality scoring and handoff SLAs
Conduct competitive market research in solar/storage and identify 3-5 high-value audience segments to target
Deliver 25-40% improvement in cost-per-lead through A/B testing and channel optimization across paid + owned channels
Build and scale a referral program component within demand gen strategy, targeting 10-15% of monthly leads from referrals
Implement marketing automation workflows that segment and nurture 1000+ leads monthly with personalized messaging by persona
Present quarterly business review with board-level metrics: pipeline contribution, revenue influence, and ROI by channel
KPIs You'll Own
Cost Per Lead (CPL)
Track efficiency of spend across all channels; benchmark against industry targets and optimize underperformers.
Lead Volume & MQL-to-SQL Conversion
Monitor monthly lead generation and conversion rates to sales-qualified leads to measure campaign quality.
Customer Acquisition Cost (CAC)
Calculate fully-loaded cost to acquire a paying customer; tie back to demand gen campaigns for ROI analysis.
Campaign ROI by Channel
Compare revenue influenced by each channel (paid search, display, email, social, affiliate) to justify budget allocation.
Lead Quality Score & Sales Feedback
Work with sales to define and track lead quality; measure win rates and sales cycle length by lead source.
Tools & Stack
Your Team
Your Manager
VP of Marketing or Director of Demand Generation (not specified in posting)
Current Team
Works cross-functionally with creative, content, product, and sales teams; likely a lean, scrappy team
New or backfill unknown; high-growth energy company suggests backfill or expansion
The Package
Salary
$130K-$160K base
Remote
On-site, Palo Alto, CA. Full-time, no remote flexibility mentioned.
Benefits & Perks
Company Intelligence
Tesla Energy is Tesla's renewable energy division focused on solar solutions and Powerwall energy storage systems. It operates in a rapidly scaling market with direct sales and channel partner models across North America. The division sits within a high-growth, innovation-focused company with deep engineering and manufacturing capabilities.
Culture
Fast-paced, data-driven, dynamic; expects hands-on execution and comfort with ambiguity in a scaling organization
Is This Role For You?
- You've led 5+ multi-channel demand gen campaigns that directly moved revenue; you obsess over CAC, pipeline contribution, and ROI
- You're comfortable in ambiguous, fast-moving environments and can execute without perfect information-Tesla moves quick
- You have direct experience with solar, energy, or B2B renewable energy markets; you understand the sales cycle and personas
- You love data and A/B testing; your decisions are backed by clean analytics, not gut feel
- You thrive managing complexity across paid, email, affiliate, and owned channels; you're a systems thinker and project manager
- You're unwilling to work on-site in Palo Alto full-time; Tesla Energy doesn't offer remote flexibility for this role
- You need a hands-off strategy role-this is execution-heavy campaign management with deep operational involvement required
- You have no experience in B2B or renewable energy sectors and aren't motivated to ramp up domain knowledge quickly
Interview Process
Phone Screen
Recruiter confirms demand gen background, on-site availability, and interest in energy/solar sector.
Hiring Manager Conversation
Deep dive on past campaign performance, metrics, and approach to multi-channel optimization; expect questions on CAC and lead quality.
Case Study / Campaign Walkthrough
Walk through a successful demand gen campaign you've led; explain strategy, channel mix, testing approach, and results.
Cross-Functional Interviews
Meet with sales leader and product stakeholder to assess alignment, communication style, and ability to collaborate.
Final Round / Offer
Conversation with director or VP; finalize comp and start date.
Ready when you are
Interested in this role?
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About Demand Generation roles
Demand gen professionals build and optimize the pipeline engine. They design campaigns that generate qualified leads, nurture prospects through the funnel, and partner closely with sales to hit revenue targets.