Manager, Demand Generation (B2B)

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. 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 opera…