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Qualtrics is seeking a Principal Analyst for Demand Generation to own the strategy and execution of lower-funnel customer acquisition across third-party channels and media partnerships. Reporting to the Head of Performance & Intent Capture, you will drive scaling of direct-response acquisition, optimize conversion paths, and expand the partner network globally.
You will take hands-on ownership of high-intent demand capture across Online Comparison Platforms (G2, Capterra, Gartner), Content Syndication, Sponsored Email, Paid Webinars, and emerging LLM-driven discovery channels. Working at the intersection of performance and pipeline, you'll collaborate directly with Sales, Marketing Operations, and Web teams to maximize lead-to-revenue efficiency.
Key responsibilities include:
- Managing and executing strategy across review and comparison sites, content syndication, sponsored email, and paid webinars to scale lower-funnel lead generation
- Running continuous conversion rate optimization (CRO) experiments on landing pages, forms, and direct-response copy to improve lead-to-opportunity velocity
- Owning lower-funnel performance tracking including Spend, CPL, CPA, Pipeline Value, CAC, and SQL/opportunity velocity; delivering insights via weekly and monthly business reviews
- Managing daily/weekly budget pacing and dynamic global reallocations to optimize CAC/CPA
- Pioneering LLM and discovery strategy by leveraging paid media for improved visibility, priority citations, and early-stage inclusion in LLM-driven discovery platforms
- Auditing lead flow and CPL governance in partnership with Marketing Operations to ensure SDR routing efficiency and accurate lead scoring
- Negotiating third-party contracts, sponsorship packages, and CPL rates with global media vendors
- Building and scaling an international network of performance media relationships and B2B/B2C publisher partnerships
You will have the opportunity to expand strategic impact through global budget allocation management, deepen expertise in lower-funnel analytics and attribution modeling, and lead forward-thinking initiatives around emerging discovery channels.
The Qualtrics Paid Media team balances high-autonomy ownership with collaborative problem-solving. You'll operate without siloes, with domain expertise and full channel ownership while contributing across the organization when needed. The team welcomes innovation rooted in data, clear logic, and measurable business impact.
Qualtrics operates a hybrid work model with in-office presence three days per week (Mondays, Thursdays, plus one day selected by your organizational leader).
REQUIREMENTS:
- 5+ years of experience managing global performance accounts with direct hands-on execution in review platforms, publisher direct buys, or content syndication networks
- Demonstrated experience in high-growth environments delivering against clear pipeline or direct revenue targets
- Expertise with major B2B/B2C review aggregators, publisher portals, lead delivery management platforms, and CRM integrations (Salesforce/HubSpot)
- Deep proficiency with web analytics platforms (GA4, Adobe Analytics), attribution tools, and Excel/data modeling
- Proven track record of negotiating third-party contracts, sponsorship packages, and CPL rates with global media vendors
