Principal Analyst, Demand Generation - Paid Social & Programmatic

At Qualtrics, we create software the world’s best brands use to deliver exceptional frontline experiences, build high-performing teams, and design products people love. But we are more than a platform—we are the creators and stewards of the Experience Management category serving over 18K clients globally. Building a category takes grit, determination, and a disdain for convention—but most of all it requires close-knit, high-functioning teams with an unwavering dedication to serving our customers.

When you join one of our teams, you’ll be part of a nimble group that’s empowered to set aggressive goals and move fast to achieve them. Strategic risks are encouraged and complex problems are solved together, by passing the mic and iterating until the best solution comes to light. You won’t have to look to find growth opportunities—ready or not, they’ll find you. From retail to government to healthcare, we’re on a mission to bring humanity, connection, and empathy back to business. Join over 5,000 people across the globe who think that’s work worth doing.

Principal Analyst, Demand Generation - Paid Social & Programatic

Why We Have This Role

Qualtrics is an Experience Management company, and enterprise decisions about experience programs are not made by one person. They are made by a committee — a CX or HR leader who owns the outcome, an insights team that vets the method, an IT and procurement group that stress-tests the platform, and a finance leader who wants to see the return. Reaching that committee takes media deliberately built for every stage of the journey, not a single campaign pointed at a single job title.

We run that media across two disciplines that have to work as one system: paid social, where we earn attention inside the feeds our buyers already live in, and programmatic, where we reach them everywhere else and control reach, frequency, and inventory quality at scale. A buyer does not experience these as separate channels, so we do not staff them as separate silos. Everyone on this team works across both.

This role makes that system run. You will build, launch, and optimize campaigns across paid social and programmatic globally — owning execution end to end, from brief to live to optimized to reported. You will work closely with the Lead Paid Media Manager, who sets the strategy you are executing, and you are expected to help shape it: you are closest to the platforms and the data, and the plan should reflect what you are seeing.

How You’ll Find Success

• Hands-On Platform Execution: You are still directly in the platforms building campaigns, pulling numbers, and diagnosing delivery problems rather than seeking a role where you stop touching the keys.
• Dual-Channel Technical Mastery: You bring deep hands-on experience in both paid social (LinkedIn, Meta, X, Reddit) and programmatic DSPs (DV360, The Trade Desk, StackAdapt), having personally built, optimized, and fixed campaigns in both recently.
• Measurement Rigor Above Last Click: You comfortably design and interpret incrementality, lift, or holdout tests and know when to look beyond dashboard attribution to prove impact.
• Defensible Decision-Making: You ground budget allocations, trade-offs, and channel shifts in clear evidence, possessing the judgment and communication skills to say no to requests that will not work.
• Invested Mentorship: You take genuine interest in developing others, actively mentoring team members and helping elevate the discipline around you.

How You’ll Grow

• Global Strategic Scope: Expand your leadership by setting and owning the media strategy, forecasting, and allocation across global regions including North America, EMEA, and APJ.
• Advanced Audience & Measurement Frameworks: Sharpen your skills in complex full-funnel architectures, account-based intent platforms (6sense, Demandbase, Terminus), and incrementality testing across long enterprise sales cycles.
• Cross-Functional Influence: Elevate your ability to influence without authority across demand gen, product marketing, regional marketing, marketing ops, and sales development.
• Team Leadership & Mentorship: Develop your management style by directly mentoring and guiding the work of the Paid Media Manager, developing their strategic judgment, and intentionally handing over ownership.

Things You’ll Do

• 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.

What We’re Looking For On Your Resume

• 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.

What You Should Know About This Team

• On the Qualtrics Paid Media team, we balance high-autonomy ownership with an 'all-hands' collaborative mindset. We are domain experts who take pride in fully owning our channels, but we operate without siloes—when something needs to be created, built, or solved, everyone pitches in to make it happen, regardless of role bounds. We love innovation and welcome new ideas, provided they are rooted in data, clear logic, and measurable business impact. Above all, we grant individuals the freedom to own their craft while keeping every initiative aligned to Qualtrics' overarching mission and GTM strategy.

Our Team’s Favorite Perks and Benefits

• 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

Qualtrics is committed to the inclusion of all qualified individuals. As part of this commitment, Qualtrics will ensure that persons with disabilities are provided with reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please let your Qualtrics contact/recruiter know.

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