Manager, Technical Product Marketing – Demand Generation

Role Overview

• Develop and refine product positioning, value propositions, and messaging for C&I distributed energy, BESS, and VPP programs based on customer and market needs.
• Translate technical, operational, and regulatory program requirements into clear customer-facing offerings, benefits, and sales materials.
• Analyze customer needs, adoption barriers, procurement models, and market trends to inform program design, packaging, and commercialization strategy.
• Design and execute demand generation campaigns (email, webinars, digital outreach, events, and direct engagement) to drive participation in utility programs.
• Use AI tools to data mine and launch targeted campaigns.
• Engage directly with C&I customers, developers, and partners through meetings, site visits, and industry events to generate pipeline and validate program fit.
• Gather and analyze customer data (e.g., load profiles, energy usage, utility bills) to support qualification, segmentation, and solution alignment.
• Support product and program development by synthesizing customer feedback, market research, and competitive insights into actionable requirements and recommendations.
• Collaborate with internal program, regulatory, engineering, sales, and commercial teams, as well as direct engagement with customers, developers, and industry stakeholders.
• Develop and maintain sales enablement materials, presentations, and customer-facing collateral supporting program adoption.
• Manage outbound marketing and engagement campaigns using CRM and automation tools, ensuring accurate segmentation, tracking, and lead qualification.
• Monitor campaign performance and continuously refine messaging, targeting, and outreach based on results and customer feedback.
• Provide structured insights and recommendations to internal program, regulatory, and commercial teams to support ongoing program improvement and market strategy.

Requirements

• 4–8+ years of experience in product marketing, product management, market development, demand generation, business development, or energy industry roles.
• Exposure to BESS, VPPs, or grid services programs.
• Demonstrated experience with marketing automation or outbound engagement platforms.
• Experience working with commercial or industrial energy customers or programs.
• Experience in utility programs, distributed energy resources, demand response, or energy services.
• Familiarity with C&I energy procurement, tariff structures, or utility rate design.
• Strong ability to translate technical, operational, or regulatory concepts into customer-facing messaging and offerings.
• Experience engaging external stakeholders and developing business relationships in a professional setting.
• Experience with CRM systems and structured pipeline or campaign management.
• Strong written and verbal communication skills.
• Willingness to travel for customer engagement and industry events.

Benefits

• 401(k) Retirement Plan
• medical/dental/life/disability program
• PTO and sick days