Principal Analyst, Demand Generation - Direct Response & Partner Media

Qualtrics • Dallas, TX

13d • Hybrid

About The Position

The Principal Analyst, Demand Generation - Direct Response & Partner Media owns and scales Qualtrics’ lower-funnel customer acquisition across third-party channels and media partnerships. Reporting directly to the Head of Performance & Intent Capture, the role optimizes conversion paths and expands the global direct-response partner network, working across Sales, Marketing Operations, and Web teams to improve lead-to-revenue efficiency. Channels include online comparison platforms, content syndication, sponsored email, paid webinars, and emerging LLM-driven discovery channels.

The role manages acquisition strategy, conversion-rate optimization, budget pacing and allocation, attribution, pipeline performance, lead quality, and vendor relationships. It combines hands-on channel execution with global planning, analysis, negotiation, and cross-functional collaboration.

Requirements

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

Responsibilities

• Manage and execute customer acquisition strategy across review and comparison sites, content syndication, sponsored email, and paid webinars.
• Run conversion-rate optimization experiments on landing pages, forms, asset offers, and direct-response copy.
• Manage daily and weekly budget pacing and dynamically reallocate global budgets to reduce CAC and CPA.
• Develop paid-media approaches to improve visibility, priority citations, and inclusion in LLM-driven discovery platforms.
• Track and report lower-funnel metrics, including spend, CPL, CPA, pipeline value, CAC, and SQL/opportunity velocity, through weekly and monthly business reviews.
• Audit lead flow and CPL governance with Marketing Operations to support efficient SDR routing and accurate lead scoring.
• Negotiate CPL rates, contracts, sponsorship packages, and media placements with global third-party vendors.
• Build and expand international performance media and publisher partnerships.
• Collaborate with Sales Enablement, Marketing Operations, and Web teams to align performance targets and improve lead-to-revenue efficiency.

Benefits

• $1,800 Experience bonus to use for an experience of the employee’s choosing.
• QMentorship Program offering mentorship and coaching from someone outside the employee’s team.
• QGroup Communities, including MOSAIQ, Green Team, Qualtrics Pride, Q&Able, Qualtrics Salute, and Women’s Leadership Development.

What This Job Offers

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