Solar installation & service marketing manager job description
A solar marketing manager runs the ads, website, referral program and home shows that bring in buyers for solar and batteries. The job is to fill the sales calendar with real homeowners and business owners, and to keep every clean energy, loan and made-here claim true.
By the HireBus team · Updated · Pay data: BLS, May 2025
Median pay, electrical contractors · BLS, May 2025
Responsible for developing and executing innovative marketing strategies to build the brand, generate leads, and highlight the company’s commitment to sustainability in the solar panel install and service industry. Serves as a critical link between the company’s operational excellence and market presence, driving growth and enhancing customer engagement.
2. Essential Duties and Responsibilities
Develop and implement comprehensive marketing campaigns that drive brand awareness and lead generation.
Manage digital content, social media, and advertising efforts with a focus on highlighting sustainability and energy efficiency.
Collaborate with cross-functional teams to align marketing strategies with business goals and service offerings.
Monitor marketing performance and adjust strategies to meet or exceed predefined KPIs.
3. Key Tasks / Daily Activities
Oversee the creation and distribution of marketing content and promotional materials.
Analyze market trends, competitor strategies, and customer feedback to optimize campaigns.
Engage with potential clients and partners through networking events and digital communications.
Report on campaign performance and adjust tactics based on real-time data insights.
4. Key Performance Indicators (KPIs)
Leads Generated: Achieve at least 100 qualified leads per quarter.
Brand Engagement: Increase digital engagement by 25% quarter-over-quarter.
Campaign Conversion Rate: Maintain a conversion rate of 10% or higher.
Customer Satisfaction Rating: Attain a customer satisfaction rating of over 4.8 stars.
5. Required Qualifications and Skills
Bachelor’s degree in Marketing, Business Administration, or a related field.
5+ years of experience in marketing with a proven track record of successful campaign management.
Strong communication, project management, and analytical skills.
Proficiency in digital marketing tools, CRM systems, and social media platforms.
6. Preferred Experience
Experience in the home services or renewable energy industry.
Proven background in managing marketing efforts for solar panel or sustainable product companies.
Familiarity with creative design processes and content development.
Demonstrated success in multi-channel lead generation and brand-building strategies.
7. Physical Requirements
Ability to work in an office environment with occasional visits to field sites or industry events.
Capacity to use standard office equipment including computers, phones, and presentation tools.
May require lifting or transporting materials during event setups or promotional activities if needed.
Occasional travel to conferences, networking events, or customer sites.
8. Work Environment and Schedule
Typical work hours are Monday through Friday, 8:00 AM – 5:00 PM.
Flexibility to work extended hours during peak campaign periods.
Occasional travel required for industry events, client meetings, and promotional activities.
Opportunity for remote work arrangements as determined by company policy.
9. Compensation and Benefits
Salary range: $70,000 - $90,000 per year based on experience and qualifications.
Eligibility for performance-based bonuses and commission structures.
Comprehensive Health, Dental, and Vision insurance plans.
401(k) plan with company match and other fringe benefits.
10. Company Culture and Overview
At [INSERT COMPANY NAME HERE], we foster a culture of innovation, sustainability, and growth.
Our collaborative team is committed to excellence and empowering every employee to reach their full potential.
We pride ourselves on a supportive, inclusive environment where new ideas are welcomed and success is celebrated.
Join us in revolutionizing the home services industry with inventive solutions in renewable energy.
11. How to Apply
If you meet the above criteria and want to be part of a growth-oriented company focused on customer satisfaction, please send your resume to [INSERT EMAIL HERE] or apply online at [INSERT WEBSITE LINK HERE].
Need help filling this role? HireBus posts the ad, Iris interviews every applicant by phone before you do, and you decide who to hire. Start hiring now
One solar ad can sell clean power, a loan and a panel at once. Federal rules reach each of those, and the local utility changes the pitch too.
Clean power claims need care
The FTC's Green Guides say a company that makes renewable power but sells the renewable energy certificates for all of it can't claim it uses renewable energy. They also tell marketers to qualify these claims, for example by naming the source. If a lease company or a certificate buyer holds a home's certificates, don't promise that home clean power. Say it will make solar power on its roof. Source: FTC Green Guides, renewable energy claims (16 CFR 260.15).
Payment ads come with a trigger list
Federal truth in lending rules reach solar loan ads. If an ad states the size of a down payment, the amount of a payment, the number of payments or a finance charge, it has to add the down payment, the repayment terms for the whole loan, and the annual percentage rate, written out in those words. So a banner that names a monthly payment amount needs the full loan terms beside it. Have your lender approve every payment ad before it runs. Source: Regulation Z, advertising (12 CFR 1026.24).
Made in USA has a strict meaning
Under the FTC's Made in USA rule, a product can carry that label only if final assembly and all major processing happen here. All or virtually all of its parts must be made and sourced here too. If a panel is put together in the U.S. from cells made abroad, say exactly that. Get the maker's origin statement in writing before an ad or truck wrap says American-made. Source: FTC Made in USA Labeling Rule (16 CFR Part 323).
Sell-back lines depend on the utility
What a home earns for extra power is set by its utility, not your ad. In Tennessee, Upper Cumberland EMC tells members they can sell all or excess output to TVA at TVA's avoided cost. It also requires a NABCEP-certified installer. Copy that says the meter will spin backward could mislead buyers there. Write the sell-back line for each utility you serve. Source: Upper Cumberland EMC, Thinking about installing solar at your home.
Ask lead sellers who else got the lead
A bought solar lead may go to more than one installer, so a shared lead can get several calls before yours. Before you sign with a lead seller, ask if leads are exclusive, how old they are when they arrive, and how returns work. Then track each seller through to installed systems, not just booked visits.
How much solar installation & service marketing managers make
Marketing managers who work for electrical contractors earned a median of $124,790 a year ($59.99 an hour) in May 2025, according to the Bureau of Labor Statistics. That’s below the $166,790 median for marketing managers in all industries. About 680 of the 395,240 marketing managers in that survey work for electrical contractors.
Often a salary with a bonus for qualified leads or signed systems. Going by BLS data on electrical contractors, the template's range is low for this job. Even its top is under the median, and nine in ten of these managers earn more than its starting figure.
Electrical contractors
$124,790$124,790 median Middle half $80,080–$155,360 10th–90th $74,060–$201,080
All industries
$166,790$166,790 median Middle half $123,020–$216,410 10th–90th $90,260–$293,610
$0k$50k$100k$150k$200k$250k$300k$350k
10th–90th percentileMiddle halfMedianAnnual pay, May 2025. Source: BLS Occupational Employment and Wage Statistics.
Annual pay by percentile
Group
10th
25th
Median
75th
90th
Electrical contractors
$74,060
$80,080
$124,790
$155,360
$201,080
All industries
$90,260
$123,020
$166,790
$216,410
$293,610
BLS doesn’t publish pay for solar installers on their own. These figures cover electrical and wiring contractors, which include them. Post a real range for your market in the ad.
The pay line in the template above is an example from our Role Blueprint. Set yours from these figures and what local companies pay.
Skills to hire for, and what you can teach
Hire for these
Running paid search, social and mail campaigns to a cost per booked visit
Tracing each lead source through to installed systems in the CRM
Writing plain copy about loans, leases and savings that passes a lender's review
Managing agencies, lead sellers and a set budget
Agreeing with the sales manager on what a qualified lead is
Teach these on the job
Solar terms such as kilowatt, kilowatt-hour and production estimate
Each utility's sell-back and hookup rules in your markets
Your lenders' ad approval steps
The panels, inverters and batteries you install and their warranties
Your CRM and proposal tools
Expect a CRM tied to your proposal software, Google and Meta ad accounts, an easy-to-edit website, and call tracking so each booked visit traces back to its source. Say which CRM you use in the ad.
Solar installation & service marketing manager interview questions
Two of the 6 questions we'd ask, and what a strong answer sounds like. Ask every candidate the same questions, and rate each answer on your own before you compare notes.
Situational · Accurate claims
The owner wants ads saying homeowners can go solar for free and wipe out their power bill. How do you respond?
A strong answer: Explains these claims mislead customers and draw regulator attention, and offers accurate savings language with clear assumptions and no tax promises.
Behavioral · Customer stories
Tell me about a campaign built on real customer stories, such as savings or install experiences.
A strong answer: Got written permission, used real numbers with context and checked them against actual bills before publishing.
Solar installation & service marketing manager KPIs
The template's numbers are samples only. Last year's lead counts, close rates and crew capacity make better targets.
Leads Generated
Count only leads that meet the definition you set with the sales manager, such as a homeowner with a usable roof or yard and a recent power bill, by source each month.
Brand Engagement
Track saves, shares, comments and replies on your own posts and emails rather than reach, and compare each quarter against the same channels.
Campaign Conversion Rate
Set the contracts each campaign produced against the qualified leads it brought in, using the CRM source tag, and compare channels over the same weeks, since the season moves both counts.
Customer Satisfaction Rating
Average public review scores and post-install survey results, and read the low ones for marketing promises the crew or the product couldn't keep.
Career path
Paid ads or lead generation specialistRuns one channel, such as search ads or the referral program, and learns which leads turn into installs.
Marketing managerOwns the budget and the agencies, and answers for lead counts in each market the company serves.
Director of sales and marketingTakes on the sales team too when the company opens new markets or adds battery and service plans.
General managerTakes charge of a market's profit and loss, including the marketing budget.
Other roles in a solar installation & service business
Solar installation & service marketing manager FAQ
When does a solar marketing manager lift or carry things?
Mostly at events. Setting up for a home show or county fair can mean carrying a folding table, banner stands, brochure boxes and a sample panel or battery display. The other physical lines cover desk work and trips to finished jobs for photos and video. List your yearly events in the ad, and send a second person to help with the heavy pieces.
How much does a solar installation & service marketing manager make?
Marketing managers who work for electrical contractors earned a median of $124,790 a year ($59.99 an hour) in May 2025, according to the Bureau of Labor Statistics. The middle half earned between $80,080 and $155,360 a year. Pay also depends on your local market, experience and bonus terms.
Can a solar company give customers a referral bonus?
A referral bonus isn't the same as a reward for a review. But if a customer who expects a bonus posts about your company, the FTC's Endorsement Guides treat it as a material connection. Their readers should know about it. Give referrers a plain line to add, such as "I get a bonus if you sign with them." Tie the bonus to the referral only, never to what anyone says in a review.
What background makes a good solar marketing manager?
Look for someone who ran lead generation for big home projects sold through in-home visits, such as roofing, windows or HVAC. They already think in booked visits and signed contracts. A brand marketer from a consumer product company may write well. But they'll need time to learn that a lead is worth little until a rep sits at the kitchen table.
What should a solar marketing manager do when a utility changes its sell-back terms?
Pause ads, landing pages and savings calculators that use the old terms in that utility's area the same week. Tell the sales manager so reps stop quoting old numbers. Then rewrite the copy from the utility's published rate sheet. Keep a dated copy of each ad version, so you can show what buyers saw if a complaint comes in.
