Principal Analyst, Demand Generation - Paid Social & Programatic

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 - Paid Social & Programatic

Qualtrics is an Experience Management company, and enterprise decisions about experience programs are not made by one person. They are made by a committee — a CX or HR leader who owns the outcome, an insights team that vets the method, an IT and procurement group that stress-tests the platform, and a finance leader who wants to see the return. Reaching that committee takes media deliberately built for every stage of the journey, not a single campaign pointed at a single job title.

We run that media across two disciplines that have to work as one system: paid social, where we earn attention inside the feeds our buyers already live in, and programmatic, where we reach them everywhere else and control reach, frequency, and inventory quality at scale. A buyer does not experience these as separate channels, so we do not staff them as separate silos. Everyone on this team works across both.

This role makes that system run. You will build, launch, and optimize campaigns across paid social and programmatic globally — owning execution end to end, from brief to live to optimized to reported. You will work closely with the Lead Paid Media Manager, who sets the strategy you are executing, and you are expected to help shape it: you are closest to the platforms and the data, and the plan should reflect what you are seeing.

How You’ll Find Success

• Hands-On Platform Execution: You are still directly in the platforms building campaigns, pulling numbers, and diagnosing delivery problems rather than seeking a role where you stop touching the keys.

• Dual-Channel Technical Mastery: You bring deep hands-on experience in both paid social (LinkedIn, Meta, X, Reddit) and programmatic DSPs (DV360, The Trade Desk, StackAdapt), having personally built, optimized, and fixed campaigns in both recently.

• Measurement Rigor Above Last Click: You comfortably design and interpret incrementality, lift, or holdout tests and know when to look beyond dashboard attribution to prove impact.

• Defensible Decision-Making: You ground budget allocations, trade-offs, and channel shifts in clear evidence, possessing the judgment and communication skills to say no to requests that will not work.

• Invested Mentorship: You take genuine interest in developing others, actively mentoring team members and helping elevate the discipline around you.

How You’ll Grow

• Global Strategic Scope: Expand your leadership by setting and owning the media strategy, forecasting, and