Principal Analyst, Demand Generation - Paid Social & Programatic

Qualtrics • Dallas, TX

13d • Hybrid

About The Position

Qualtrics is hiring a Principal Analyst, Demand Generation to build, launch, and optimize global paid social and programmatic campaigns, owning execution from brief through reporting. The role works closely with the Lead Paid Media Manager, who sets the strategy, and contributes platform and data insights to help shape it. The position combines hands-on campaign execution with global strategy, budget allocation, measurement, and mentorship across North America, EMEA, and APJ.

The analyst will develop full-funnel and account-based media programs, govern media quality and platform performance, establish operational standards, and align with cross-functional teams and external partners. The role is part of a collaborative, high-autonomy Paid Media team that values data-backed decisions, experimentation, and measurable business impact. Qualtrics uses a hybrid work model requiring employees to work in the office three days each week: Mondays, Thursdays, and one additional day selected by the organizational leader. Employees may work where they choose for the rest of the week.

Requirements

• At least 8 years of paid media experience, the majority in B2B.
• Experience owning strategy for a multi-channel program at global or multi-region scale.
• Recent, deep hands-on experience personally building, optimizing, and troubleshooting campaigns in both paid social and programmatic DSPs.
• A track record of setting media strategy and being directly accountable for results.
• Experience managing budget allocation, pacing, and evidence-based reallocations.
• Practical experience with account-based advertising platforms such as 6sense, Demandbase, or Terminus, and with intent data.
• Demonstrated measurement rigor beyond last-click attribution, including the ability to design and interpret incrementality, lift, or holdout tests.
• Working command of CRM and marketing automation systems such as Salesforce and Marketo, web analytics, and BI or reporting tools.
• Ability to make and communicate evidence-based decisions, including declining requests that are unlikely to work.
• Genuine interest in mentoring team members and elevating the paid media discipline.

Nice To Haves

• Experience with LinkedIn, Meta, X, and Reddit advertising platforms.
• Experience with DV360, The Trade Desk, and StackAdapt DSPs.
• Experience with complex full-funnel architectures and account-based intent platforms.
• Experience measuring incrementality across long enterprise sales cycles.

Responsibilities

• Set the global paid media plan, channel mix, measurement framework, and testing roadmap across North America, EMEA, and APJ.
• Manage and reallocate the global media budget based on marginal return.
• Build, launch, and optimize campaigns end to end across paid social platforms and programmatic DSPs, including audience construction, trafficking, tracking and conversion setup, quality assurance, and initial optimization.
• Translate account-fit and intent signals into targeted top-, mid-, and bottom-of-funnel media programs.
• Coordinate reach, frequency, and suppression architecture across paid social and programmatic channels.
• Manage supply-path optimization, inventory allow/block lists, private marketplaces, and brand-safety controls.
• Diagnose and resolve complex delivery, pacing, and tracking discrepancies.
• Establish operational standards for naming conventions, tracking, and quality-assurance gates.
• Provide evidence-based feedback to creative teams.
• Manage relationships with DSP, data, publisher, agency, and measurement partners.
• Design and interpret incrementality, lift, or holdout tests and evaluate impact beyond dashboard attribution.
• Mentor team members and help develop the strategic judgment of the Paid Media Manager.

Benefits

• $1,800 Experience bonus to use for an experience of the employee’s choosing.
• QMentorship Program offering coaching from a mentor outside the employee’s team.
• QGroup communities, including MOSAIQ, Green Team, Qualtrics Pride, Q&Able, Qualtrics Salute, and Women’s Leadership Development.
• Hybrid work model with three office days per week and flexibility to work elsewhere for the rest of the week.
• Reasonable accommodations for qualified individuals with disabilities during the application and interview process, in performing essential job functions, and in receiving other benefits and privileges.

What This Job Offers

• Job Type: Full-time
• Career Level: Principal
• Education Level: No Education Listed