Principal Analyst, Demand Generation - Direct Response & Partner Media

About the role

At Qualtrics, we create software the world’s best brands use to deliver exceptional frontline experiences, build high-performing teams, and design products people love. But we are more than a platform—we are the creators and stewards of the Experience Management category serving over 18K clients globally. Building a category takes grit, determination, and a disdain for convention—but most of all it requires close-knit, high-functioning teams with an unwavering dedication to serving our customers. When you join one of our teams, you’ll be part of a nimble group that’s empowered to set aggressive goals and move fast to achieve them. Strategic risks are encouraged and complex problems are solved together, by passing the mic and iterating until the best solution comes to light. You won’t have to look to find growth opportunities—ready or not, they’ll find you. From retail to government to healthcare, we’re on a mission to bring humanity, connection, and empathy back to business. Join over 5,000 people across the globe who think that’s work worth doing. Principal Analyst, Demand Generation - Direct Response & Partner Media Why We Have This Role As we scale customer acquisition, capturing high-intent demand across key third-party channels and media partnerships is critical to our bottom-line growth. Reporting directly to the Head of Performance & Intent Capture, this role takes hands-on ownership of scaling our lower-funnel acquisition, optimizing conversion paths, and expanding our direct-response partner network globally. You will sit at the intersection of performance and pipeline—working directly across Sales, Marketing Operations, and Web teams to maximize lead-to-revenue efficiency across Online Comparison Platforms, Content Syndication, Sponsored Email, Paid Webinars, and emerging LLM-driven discovery channels. How You’ll Find Success Hands-On Channel Ownership: You thrive taking full ownership of third-party aggregators, comparison platforms, content syndication, partner emails, and paid webinars to drive high-intent category traffic. Data & ROI Obsession: You love diving into data, deeply understanding the nuances of direct attribution, ROI, CAC, and CPA/CPL metrics to maximize efficiency. Conversion Rate Optimization: You get excited about running CRO experiments across landing pages, partner lead forms, asset offers, and direct-response copy to continuously improve lead-to-opportunity velocity. Vendor & Rate Negotiation: You bring strong negotiation skills and enjoy securing optimal CPL rates, premium inventory placements, and high-impact sponsorship packages with third-party vendors. Cross-Functional Collaboration: You love partnering closely with Sales Enablement, Marketing Operations, and Web teams to audit lead flow, ensure lead scoring accuracy, and align performance targets. How You’ll Grow Global Scale & Scope: Expand your strategic impact by managing and dynamically shifting global budget allocations across diverse media outlets and regions. Emerging Discovery Innovation: Lead forward-thinking initiatives by identifying paid media opportunities to improve visibility, influence citations, and ensure inclusion in LLM-driven discovery. Advanced Attribution Mastery: Deepen your expertise in lower-funnel analytics, lead-attribution modeling, and pipeline forecasting across enterprise CRMs (Salesforce/HubSpot) and web analytics stacks. Partner Network Expansion: Build and scale an international network of performance media relationships and B2B/B2C publisher partnerships from the ground up. Things You’ll Do Drive Customer Acquisition Across Partner Channels: Manage and execute strategy across Review & Comparison Sites (G2, Capterra, Gartner), Content Syndication, Sponsored Email, and Paid Webinars to scale lower-funnel lead generation. Optimize Conversion Rates & Pacing: Run continuous CRO experiments on landing pages and forms while managing daily/weekly budget pacing and dynamic global reallocations to lower CAC/CPA. Pioneer LLM & Discovery Strategy: Partner across teams and media outlets to leverage paid media for improved visibility, priority citations, and early-stage inclusion in LLM-driven discovery platforms. Maintain Attribution & Performance Metrics: Own lower-funnel performance tracking—including Spend, CPL, CPA, Pipeline Value, CAC, and SQL/opportunity velocity—and deliver insights via weekly and monthly business reviews. Govern Lead Quality & Vendor Governance: Audit lead flow and CPL governance in partnership with Marketing Operations, ensuring SDR routing efficiency and accurate lead scoring. What We’re Looking For On Your Resume 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. What You Should Know About This Team On the Qualtrics Paid Media team, we balance high-autonomy ownership with an 'all-hands' collaborative mindset. We are domain experts who take pride in fully owning our channels, but we operate without siloes—when something needs to be created, built, or solved, everyone pitches in to make it happen, regardless of role bounds. We love innovation and welcome new ideas, provided they are rooted in data, clear logic, and measurable business impact. Above all, we grant individuals the freedom to own their craft while keeping every initiative aligned to Qualtrics' overarching mission and GTM strategy. Our Team’s Favorite Perks and Benefits $1800 Experience bonus to be used for an “Experience” of your choosing QMentorship Program matches you with a mentor inside Qualtrics to get meaningful coaching from someone outside your team. Amazing QGroup Communities; MOSAIQ, Green Team, Qualtrics Pride, Q&Able, Qualtrics Salute, and Women’s Leadership Development, which exist as places for support, allyship, and advocacy. The Qualtrics Hybrid Work Model Our hybrid work model is elegantly simple: we all gather in the office three days a week; Mondays and Thursdays, plus one day selected by your organizational leader. These purposeful in-person days in thoughtfully designed offices help us do our best work and harness the power of collaboration and innovation. For the rest of the week, work where you want, owning the integration of work and life. #Hybrid Qualtrics is an equal opportunity employer meaning that all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other protected characteristic. ​​​​​​​Applicants in the United States of America have rights under Federal Employment Laws:Family & Medical Leave Act,Equal Opportunity Employment,Employee Polygraph Protection Act Qualtrics is committed to the inclusion of all qualified individuals. As part of this commitment, Qualtrics will ensure that persons with disabilities are provided with reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please let your Qualtrics contact/recruiter know. Not finding a role that’s the right fit for now? Qualtrics Insiders is the one-stop shop for all things Qualtrics Life. Sign up for exclusive access to content created with you in mind and get the scoop on what we have going on at Qualtrics - upcoming events, behind the scenes stories from the team, interview tips, hot jobs, and more. No spam - we promise! You'll hear from us two times a month max with fresh, totally tailored info - so be sure to stay connected as you explore your best role and company fit.