Manager, Demand Generation

Role Description

As the Manager of Demand Generation (B2B), you will play a critical role in scaling Nielsen’s revenue and market share across our core growth intelligence portfolios, including Nielsen ONE and Ad Intel. This is a high-impact strategy and execution leadership role targeting complex buy-side enterprise organizations, advertising agencies, and top global brands.

Unlike traditional marketing roles, you will look beyond raw lead volume to build a high-velocity enterprise engine focused on pipeline purity, account progression, and closed-won revenue impact. You will architect account-based marketing (ABM) strategies and multi-channel marketing campaigns to capture market intent and position Nielsen as the world’s premier media intelligence leader. This role requires a balance of sophisticated data-driven analysis, programmatic campaign testing, operational rigor, and strong leadership to guide external agency partners and internal cross-functional operations.

What You'll Own:

• B2B Enterprise Campaign Strategy & ABM Execution
  • Architect, execute, and optimize full-funnel demand generation campaigns across high-value growth products (Nielsen ONE, Ad Intel) to intercept our ideal target enterprise client profile (ICP).
  • Lead the long-term deployment, platform administration, and strategic execution of our Account-Based Marketing (ABM) automation engine via Demandbase, focusing core 1:1 and 1:few activations on top strategic target accounts.
  • Deploy a diversified media mix utilizing paid search (SEM), paid social (LinkedIn), trade publication partnerships, content syndication networks, programmatic display/video (DV360), and targeted digital events.
  • Collaborate on key high-investment mid-funnel touchpoints, conceptualizing interactive executive roundtables, customized webinars, and specialized industry forums to mature qualified target pipeline.
• Advanced Lead Scoring, Analytics & Funnel Optimization
  • Operationalize a strict explicit and implicit dual-axis behavioral lead scoring framework to systematically evaluate engagement thresholds, intent signals, and demographic qualifiers.
  • Construct, track, and maintain performance dashboards inside Salesforce and marketing automation environments to carefully audit Cost Per MQL, MQL-to-SQL Conversion Velocity, and overall pipeline attribution.
  • Translate multifaceted campaign performance metrics into transparent, actionable retro-reviews and roadmap adjustments during Monthly Business Review (MBR) cycles.
  • Champion data hygiene, pipeline integrity, and form validation processes to maximize database quality and minimize data latency across the MarTech architecture.
• Strategic Sales Operations Alignment & SLA Governance
  • Establish a formal, mandatory lead disposition framework and data-driven feedback loop with Sales and Revenue Operations teams to review lead quality and transition mechanics.
  • Enforce strict operational Service Level Agreements (SLAs) regarding required lead status updates, lead routing configurations, and unqualified disposition reason coding inside Salesforce.
  • Partner with RevOps to implement automated re-nurture logic and lifecycle re-engagement status triggers, allowing active account ownership to remain with designated sales queues while marketing delivers ongoing targeted messaging streams.
  • Identify lead management gaps and deploy cross-functional enablement dashboards to align marketing metrics with enterprise sales revenue quotas.
• Vendor & Agency Management
  • Act as the authoritative day-to-day leader and operational manager for paid media and creative agency partners, steering programmatic briefs, campaign deliverables, and fiscal performance reviews.
  • Manage high-impact content syndication networks and trade publication placement inventories (e.g., AdWeek, eMarketer), driving cost-per-lead efficiency metrics.
  • Ensure all agency deliverables strictly comply with corporate guidelines, brand identity specifications, and data compliance standards.

Qualifications

• Experience: 6–10 years of professional experience in enterprise B2B demand generation, growth marketing, or performance marketing within software-as-a-service (SaaS), data analytics, media intelligence, or corporate technology industries.
• ABM Mastery: Proficient, hands-on experience deploying, governing, and scaling account-targeted plays using premier Account-Based Marketing systems (specifically Demandbase or Marketo/HubSpot enterprise suites).
• Analytical Rigor: Advanced analytical mindset with deep experience interpreting complex cross-channel attribution metrics, building performance tables, and managing Salesforce (CRM) environments.
• Test & Learn Mindset: Structured, data-backed approach to multi-channel execution, including experience piloting search bidding logic (Target CPA), keyword portfolio expansion, text/creative A/B testing, and native platform pixel architectures.
• Cross-Functional Leadership: Exceptional ability to operate collaboratively across complex matrix environments, establishing operational buy-in with sales units, Revenue Operations, creative teams, and product lines.
• Tools & Infrastructure: Professional-level expertise in Google Workspace environments. Direct technical fluency with LinkedIn Campaign Manager, Google Ads/Bing platforms, programmatic delivery ecosystems, and enterprise CRM infrastructures.
• AI Acceleration: Active working competency with AI platforms (e.g., Gemini, Claude, ChatGPT) to optimize workflow velocity, data summary operations, and initial copy development.
• Communication: Native-level written and verbal English skills, with a proven ability to confidently present business analytics to executive leadership and establish strict documentation guardrails.

Benefits

• Comprehensive health and wellness plans.
• 401(k) with a Nielsen company match.
• Generous paid time off policy.
• Depending on the role, additional benefits may include a company-provided vehicle and/or discretionary incentive/bonus eligibility.