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Octopus Energy is a global energy technology company revolutionizing the energy market with a mission to make globally needed energy 100% sustainable. Beyond green electricity tariffs, the company installs heat pump solutions, deploys smart meters, offers e-mobility solutions, and generates power from wind and solar.
The Challenge:
Octopus Energy currently relies on expensive third-party leads for heat pump sales, creating dependency and cost inefficiency. You will build the company's own demand generation channel—owning the complete marketing funnel from awareness to sales appointment for the services division. You'll have a meaningful performance marketing budget and the opportunity to establish Octopus as a visible player in the heat pump market, where the brand is still being built.
Your primary metric: customer acquisition cost per installed system. This is greenfield work—you'll think from zero to one, test rapidly, and build systems yourself.
Key Responsibilities:
- Build proprietary lead generation to reduce reliance on purchased leads
- Create high-value lead magnets (subsidy calculators, energy independence calculators, cost-savings tools)
- Develop and optimize landing pages and conversion funnels
- Implement lead nurturing across all stages, including re-engagement of prospects lost after initial contact
- Execute cross-marketing campaigns to existing customer base (electricity, smart meters, e-mobility)
- Design regional offline and out-of-home campaigns aligned with installation capacity
- Establish end-to-end tracking, attribution, and funnel reporting from impression to completed installation
- Leverage AI for creative development, campaign optimization, personalization, and analytics
- Position Octopus as a visible competitor in the heat pump market
Required Qualifications:
- Proven B2C marketing success: you have developed and personally executed a marketing strategy with measurable results you can explain
- Stakeholder management expertise: ability to inspire teams, secure support from Product, Sales, and Customer Service, and build cross-functional bridges
- Agency management: you brief agencies effectively, own their output, and optimize their contribution
- End-to-end performance marketing: channels, creative, testing, budget allocation, and attribution—independently managed
- Experience building pipelines that convert prospects from awareness through revenue
- Technical proficiency and analytical rigor: you set up tracking and measurement yourself, build data pipelines, and conduct your own analytics
- Understanding of purchase decision psychology, especially for high-consideration investments requiring months of deliberation
- Expertise in funnels, conversions, platforms, brand strategy, and communication
- Ability to view sales and marketing as integrated functions and tell a compelling story
- Product thinking and execution velocity: you identify gaps clearly and iterate under incomplete conditions
- Leadership experience with 1–2 direct reports is a plus
