Manager, Demand Generation (B2B)

Nielsen; United States; On-site; USD 120,000 - 180,000; Full time

Benefits offered by this job

Health and wellness plans

401(k) with Nielsen match

Job summary

Nielsen is seeking a Manager of Demand Generation (B2B) to scale revenue and market share across Nielsen ONE and Ad Intel. You will architect ABM strategies, manage multi‑channel campaigns, and lead data‑driven optimization across enterprise accounts.

The role focuses on high‑impact strategy, programmatic testing, and cross‑functional leadership in a fast‑paced environment, with a substantial marketing budget to drive pipeline and revenue growth.

Qualifications

• 6–10 years in enterprise B2B demand generation, growth or performance marketing (SaaS, data analytics, media intelligence, or tech).
• ABM: deploy, govern, scale account-targeted plays using Demandbase or Marketo/HubSpot enterprise suites.
• Analytical rigor with cross-channel attribution, dashboards in Salesforce/MA tools.
• Structured, data-backed multi‑channel execution with testing and optimization.
• Collaborate across matrix environments with sales, RevOps, creative, and product lines.
• Proficiency with Google Workspace and enterprise CRM infrastructures.
• Active competency with AI platforms to optimize workflows and initial copy development.
• Strong written and verbal English for executive storytelling and documentation.

Responsibilities

• Architect, execute, and optimize full‑funnel demand gen campaigns across Nielsen ONE and Ad Intel.
• Lead ABM automation strategy and 1:1/1:few activations via Demandbase.
• Deploy a diversified media mix across SEM, LinkedIn, trade pubs, content syndication, DV360, and events.
• Design high‑value mid‑funnel touchpoints like executive roundtables and webinars to mature pipeline.
• Establish lead scoring, dashboards, and pipeline attribution within CRM/MA tools.
• Ensure data hygiene, SLA governance, and lifecycle re-engagement across RevOps.
• Partner with agencies on briefs, delivery, and budget governance; ensure compliance.

Skills

B2B demand gen

ABM mastery

Analytical mindset

Multi-channel marketing

Cross‑functional leadership

CRM & analytics

AI acceleration

Executive communication

Tools

Demandbase

Marketo/HubSpot

Salesforce

Google Ads

LinkedIn Campaign Manager

DV360

Job description

Nielsen, we are passionate about our work to power a better media future for all people by providing powerful insights that drive client decisions and deliver extraordinary results. Our talented, global workforce is dedicated to capturing audience engagement with content – wherever and whenever it’s consumed. Together, we are proudly rooted in our deep legacy as we stand at the forefront of the media revolution. When you join Nielsen, you will join a dynamic team committed to excellence, perseverance, and the ambition to make an impact together. We champion you, because when you succeed, we do too. We enable your best to power our future.

Job Description

As the Manager of Demand Generation (B2B), you will play a critical role in scaling Nielsen’s revenue and market share across our core growth intelligence portfolios, including Nielsen ONE and Ad Intel. This is a high‑impact strategy and execution leadership role targeting complex buy‑side enterprise organizations, advertising agencies, and top global brands.

Unlike traditional marketing roles, you will look beyond raw lead volume to build a high‑velocity enterprise engine focused on pipeline purity, account progression, and closed‑won revenue impact. You will architect account‑based marketing (ABM) strategies and multi‑channel marketing campaigns to capture market intent and position Nielsen as the world’s premier media intelligence leader. This role requires a balance of sophisticated data‑driven analysis, programmatic campaign testing, operational rigor, and strong leadership to guide external agency partners and internal cross‑functional operations.

What You’ll Own

B2B Enterprise Campaign Strategy & ABM Execution

• Architect, execute, and optimize full‑funnel demand generation campaigns across high‑value growth products (Nielsen ONE, Ad Intel) to intercept our ideal target enterprise client profile (ICP).
• Lead the long‑term deployment, platform administration, and strategic execution of our Account‑Based Marketing (ABM) automation engine via Demandbase, focusing core 1:1 and 1:few activations on top strategic target accounts.
• Deploy a diversified media mix utilizing paid search (SEM), paid social (LinkedIn), trade publication partnerships, content syndication networks, programmatic display/video (DV360), and targeted digital events.
• Collaborate on key high‑investment mid‑funnel touchpoints, conceptualizing interactive executive roundtables, customized webinars, and specialized industry forums to mature qualified target pipeline.

Advanced Lead Scoring, Analytics & Funnel Optimization

• Operationalize a strict explicit and implicit dual‑axis behavioral lead scoring framework to systematically evaluate engagement thresholds, intent signals, and demographic qualifiers.
• Construct, track, and maintain performance dashboards inside Salesforce and marketing automation environments to carefully audit Cost Per MQL, MQL‑to‑SQL Conversion Velocity, and overall pipeline attribution.
• Translate multifaceted campaign performance metrics into transparent, actionable retro‑reviews and roadmap adjustments during Monthly Business Review (MBR) cycles.
• Champion data hygiene, pipeline integrity, and form validation processes to maximize database quality and minimize data latency across the MarTech architecture.

Strategic Sales Operations Alignment & SLA Governance

• Establish a formal, mandatory lead disposition framework and data‑driven feedback loop with Sales and Revenue Operations teams to review lead quality and transition mechanics.
• Enforce strict operational Service Level Agreements (SLAs) regarding required lead status updates, lead routing configurations, and unqualified disposition reason coding inside Salesforce.
• Partner with RevOps to implement automated re‑nurture logic and lifecycle re‑engagement status triggers, allowing active account ownership to remain with designated sales queues while marketing delivers ongoing targeted messaging streams.
• Identify lead management gaps and deploy cross‑functional enablement dashboards to align marketing metrics with enterprise sales revenue quotas.

Vendor & Agency Management

• Act as the authoritative day‑to‑day leader and operational manager for paid media and creative agency partners, steering programmatic briefs, campaign deliverables, and fiscal performance reviews.
• Manage high‑impact content syndication networks and trade publication placement inventories (e.g., AdWeek, eMarketer), driving cost‑per‑lead efficiency metrics.
• Ensure all agency deliverables strictly comply with corporate guidelines, brand identity specifications, and data compliance standards.

Qualifications

What You Bring

• Experience: 6–10 years of professional experience in enterprise B2B demand generation, growth marketing, or performance marketing within software‑as‑a‑service (SaaS), data analytics, media intelligence, or corporate technology industries.
• ABM Mastery: Proficient, hands‑on experience deploying, governing, and scaling account‑targeted plays using premier Account‑Based Marketing systems (specifically Demandbase or Marketo/HubSpot enterprise suites).
• Analytical Rigor: Advanced analytical mindset with deep experience interpreting complex cross‑channel attribution metrics, building performance tables, and managing Salesforce (CRM) environments.
• Test & Learn Mindset: Structured, data‑backed approach to multi‑channel execution, including experience piloting search bidding logic (Target CPA), keyword portfolio expansion, text/creative A/B testing, and native platform pixel architectures.
• Cross‑Functional Leadership: Exceptional ability to operate collaboratively across complex matrix environments, establishing operational buy‑in with sales units, Revenue Operations, creative teams, and product lines.
• Tools & Infrastructure: Professional‑level expertise in Google Workspace environments. Direct technical fluency with LinkedIn Campaign Manager, Google Ads/Bing platforms, programmatic delivery ecosystems, and enterprise CRM infrastructures.
• AI Acceleration: Active working competency with AI platforms (e.g., Gemini, Claude, ChatGPT) to optimize workflow velocity, data summary operations, and initial copy development.
• Communication: Native‑level written and verbal English skills, with a proven ability to confidently present business analytics to executive leadership and establish strict documentation guardrails.

Additional Information

This is a high‑visibility opportunity to own and transform the B2B demand generation strategy for the market leader at the very core of the global media revolution. As we scale our growth platforms and redefine our narrative from a legacy measurement brand into an AI‑first media intelligence leader, you will possess authentic functional ownership, a substantial media budget, and a direct impact on enterprise corporate growth. If you are energized by cutting through complexity, building scalable pipeline engines, and driving qualitative excellence, this is the environment for your talent.

Holistic Rewards

We are committed to an inclusive benefits package that supports our employees and their families. This includes comprehensive health and wellness plans, a 401(k) with a Nielsen company match, and a generous paid time off policy. Depending on the role, additional benefits may include a company‑provided vehicle and/or discretionary incentive/bonus eligibility.

Compensation Transparency

The posted base salary range is a reasonable estimate that may be adjusted based on the final work location of the selected employee. Individual pay within the range is determined by factors such as experience, training, geography, certifications, and business needs. Beyond base salary, this role may be eligible for bonuses, equity, or other incentives.

Nielsen makes hiring decisions without regard to disability status, protected veteran status, or membership in any other protected class.

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