Senior Specialist, Digital Demand Generation

IDC Research Inc.•Remote,

8d•CA$75,000 - CA$88,000•Remote

About The Position

IDC is seeking a Senior Specialist, Digital Demand Generation to join our Performance Marketing team. This role owns paid media execution across IDC’s demand generation programs — driving qualified traffic, generating Marketing Qualified Leads, and accelerating pipeline through targeted, high-impact campaigns. The ideal candidate is a hands-on executor who optimizes independently, reports proactively, and measures success in qualified leads — not impressions. This role is Canada-Remote and reports to the Sr Director, Performance Marketing, located in Canada.

Requirements

Bachelor’s degree in Digital Marketing, Marketing Analytics, Marketing, Communications, or a related field. A concentration in digital marketing, data analytics, or marketing technology is preferred.
5+ years of proven, hands-on paid media experience with a primary focus on demand generation, lead generation, or performance marketing.
Demonstrated hands-on experience and proficiency across three core platforms required: Google Ads (Search, Display, YouTube), LinkedIn Campaign Manager, Microsoft Advertising. Experience with third-party syndications/vendors a plus.
Experience with Looker Studio, Google Analytics, and platform-native reporting dashboards.
Proven track record managing campaigns against MQL and pipeline metrics — not solely engagement or awareness metrics.
Experience with retargeting, ABM programs, and multi-stage funnel campaign management is required.
B2B Paid Media Experience: Demonstrated experience running paid media campaigns in a B2B environment, with a clear understanding of longer sales cycles, multi-stakeholder buying committees, and the distinction between driving awareness and generating sales-ready demand.

Nice To Haves

Experience with marketing automation and CRM platforms (Marketo, Salesforce).
Active certifications: Google Ads— Search, Display, or YouTube (via Google Skillshop), LinkedIn Marketing Labs Certification — LinkedIn Ads Fundamentals or Demand Generation, Microsoft Advertising Certified Professional
Familiarity with ABM platforms such as Demandbase or 6sense.
Experience with content syndication and programmatic advertising as demand generation channels.
Google Tag Manager and UTM governance experience.

Responsibilities

Plan, build, and manage full-funnel paid media campaigns with MQL volume, quality, and cost-per-MQL as the primary success metrics.
Execute campaigns across Google Ads, LinkedIn Ads, Microsoft Advertising, and third-party syndicates, including ABM, retargeting, and lead generation programs.
Own end-to-end campaign builds, pre-launch QA, and accurate tracking setup (UTMs, Marketing Operations (MOPS) requests, platform pixels) for every campaign.
Ensure all campaigns comply with applicable privacy regulations including CASL, GDPR, and platform-specific data policies.
Monitor and report on MQL-focused KPIs — MQL volume, CPL, cost-per-MQL, and funnel conversion rates.
Deliver weekly campaign reports with performance analysis, optimizations completed, and forward-looking recommendations, supported by live dashboards (Looker Studio, platform-native) that are continuously updated and accessible to stakeholders.
Design and execute A/B tests across creative, copy, and audience variables; implement winning variations quickly.
Monitor creative fatigue and audience decay; coordinate asset rotation and bring forward remediation plans before issues escalate.
Manage budget pacing across all paid media campaigns to maximize MQL ROI.
Build and manage audience segments — firmographic, job title, retargeting, ABM, and intent-based — grounded in a clear understanding of IDC’s buyer personas and product-to-audience mapping.
Continuously monitor audience performance, exclude non-fit segments, and refine targeting to improve MQL quality.
Keep stakeholders proactively informed on campaign performance, risks, and recommendations; incorporate lead quality signals and MQL-to-opportunity data to refine targeting and messaging.
Partner with Marketing Operations to ensure tracking, UTM governance, and attribution are accurate for every campaign.
Brief content and design teams on demand generation asset needs aligned to funnel stage and buyer persona.