Principal Analyst, Demand Generation - Paid Social & Programatic

Responsibilities

• Own the Global Media Strategy & Budget: Set the global paid media plan, channel mix, measurement framework, and testing roadmap while managing and reallocating the [BUDGET RANGE] global budget across NA, EMEA, and APJ based on marginal return.
• Build and Optimize High-Stakes Campaigns: Directly handle end-to-end campaign builds, audience construction, trafficking, tracking/conversion setup, QA, and initial optimization in paid social platforms and DSPs for high-stakes programs and net-new launches.
• Execute Full-Funnel & Account-Based Media: Translate account-fit and intent signals into targeted media programs across top, mid, and bottom-of-funnel stages, coordinating reach, frequency, and suppression architecture across both channels.
• Govern Media Quality & Platform Performance: Manage supply-path optimization, inventory allow/block lists, private marketplaces, brand safety controls, and solve complex delivery, pacing, or tracking discrepancies.
• Set Discipline Standards & Cross-Functional Alignment: Establish operational standards for naming conventions, tracking, and QA gates, brief creative teams with evidence-based feedback, and manage relationships with DSPs, data, publisher, agency, and measurement partners.

Requirements

• 8+ years of paid media experience, the majority in B2B, including time owning strategy for a multi-channel program at global or multi-region scale.
• Deep hands-on experience personally building, optimizing, and fixing campaigns in both paid social and programmatic DSPs recently (agency oversight alone or strength in only one channel is not a fit).
• A track record of setting media strategy and being directly accountable for its results, alongside experience managing budget allocation, pacing, and defensible reallocations.
• Practical experience with account-based advertising platforms (6sense, Demandbase, Terminus) and intent data.
• Demonstrated measurement rigor beyond last click, with the ability to design and interpret incrementality, lift, or holdout tests.
• Working command of related technology stack: CRM and marketing automation (Salesforce, Marketo), web analytics, and BI/reporting tools.

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