Principal Analyst, Demand Generation - Direct Response & Partner Media

Responsibilities

• Hands-On Channel Ownership: You thrive taking full ownership of third-party aggregators, comparison platforms, content syndication, partner emails, and paid webinars to drive high-intent category traffic.
• Data & ROI Obsession: You love diving into data, deeply understanding the nuances of direct attribution, ROI, CAC, and CPA/CPL metrics to maximize efficiency.
• Conversion Rate Optimization: You get excited about running CRO experiments across landing pages, partner lead forms, asset offers, and direct-response copy to continuously improve lead-to-opportunity velocity.
• Vendor & Rate Negotiation: You bring strong negotiation skills and enjoy securing optimal CPL rates, premium inventory placements, and high-impact sponsorship packages with third-party vendors.
• Cross-Functional Collaboration: You love partnering closely with Sales Enablement, Marketing Operations, and Web teams to audit lead flow, ensure lead scoring accuracy, and align performance targets.
• Drive Customer Acquisition Across Partner Channels: Manage and execute strategy across Review & Comparison Sites (G2, Capterra, Gartner), Content Syndication, Sponsored Email, and Paid Webinars to scale lower-funnel lead generation.
• Optimize Conversion Rates & Pacing: Run continuous CRO experiments on landing pages and forms while managing daily/weekly budget pacing and dynamic global reallocations to lower CAC/CPA.
• Pioneer LLM & Discovery Strategy: Partner across teams and media outlets to leverage paid media for improved visibility, priority citations, and early-stage inclusion in LLM-driven discovery platforms.
• Maintain Attribution & Performance Metrics: Own lower-funnel performance tracking—including Spend, CPL, CPA, Pipeline Value, CAC, and SQL/opportunity velocity—and deliver insights via weekly and monthly business reviews.
• Govern Lead Quality & Vendor Governance: Audit lead flow and CPL governance in partnership with Marketing Operations, ensuring SDR routing efficiency and accurate lead scoring.

Requirements

• 5+ years of experience managing global performance accounts, with direct hands-on execution in review platforms, publisher direct buys, or content syndication networks.
• Demonstrated experience in high-growth environments delivering against clear pipeline or direct revenue targets.
• Expertise with major B2B/B2C review aggregators, publisher portals, lead delivery management platforms, and CRM integrations (Salesforce/HubSpot).
• Deep proficiency with web analytics platforms (GA4, Adobe Analytics), attribution tools, and Excel/data modeling.
• Proven track record of negotiating third-party contracts, sponsorship packages, and CPL rates with global media vendors.

Benefits

• $1800 Experience bonus to be used for an “Experience” of your choosing
• QMentorship Program matches you with a mentor inside Qualtrics to get meaningful coaching from someone outside your team.
• Amazing QGroup Communities; MOSAIQ, Green Team, Qualtrics Pride, Q&Able, Qualtrics Salute, and Women’s Leadership Development, which exist as places for support, allyship, and advocacy.
• The Qualtrics Hybrid Work Model Our hybrid work model is elegantly simple: we all gather in the office three days a week; Mondays and Thursdays, plus one day selected by your organizational leader. These purposeful in-person days in thoughtfully designed offices help us do our best work and harness the power of collaboration and innovation. For the rest of the week, work where you want, owning the integration of work and life. #Hybrid