B2B Demand Generation Director

Job Description

Nielsen is seeking a data-driven and strategic Director of B2B Demand Generation to lead our efforts in driving capture, nurturing, and converting high-quality leads for our suite of measurement and analytics solutions. In this critical role, you will build and orchestrate scalable demand generation engines that fuel our sales pipeline and contribute directly to revenue growth. You will lead a talented team of marketers and work cross-functionally with Sales, Product Marketing, Content, and Operations to develop and execute integrated campaigns that resonate with enterprise buyers across the media and advertising landscape.

The ideal candidate is a proven leader in B2B marketing with a deep understanding of the full funnel, abm strategies, and marketing technology. You are analytical, strategic, and obsessed with measurable results.

Responsibilities

• Strategy & Leadership: Define and execute a comprehensive B2B demand generation strategy aligned with Nielsen’s overall business goals and revenue targets. Lead, mentor, and grow a high-performing team of demand generation managers and specialists.

• Campaign Orchestration: Design and implement integrated, multi-channel campaigns (email, paid media, social, webinars, events, content syndication) targeting key buyer personas in the media industry.

• Pipeline Generation: Own the Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) pipeline. Partner closely with Sales leadership to ensure lead quality, optimize handover processes, and improve conversion rates across the funnel.

• Account-Based Marketing (ABM): Develop and execute targeted ABM programs for high-value strategic accounts in collaboration with sales teams to drive engagement and penetration.

• Marketing Operations & Tech Stack: Oversee the marketing technology stack (e.g., Salesforce, Marketo/HubSpot, ABM platforms) to ensure efficient lead management, scoring, nurturing, and attribution. Champion data hygiene and process improvement.

• Analytics & Reporting: Establish key performance indicators (KPIs) and build robust reporting dashboards to monitor campaign performance, ROI, funnel metrics, and contribution to pipeline and revenue. Use data insights to continuously optimize strategies.

• Cross-Functional Collaboration: Work closely with Product Marketing to craft compelling messaging and value propositions. Collaborate with the Content team to develop high-impact assets that drive engagement at every stage of the buyer's journey.

• Budget Management: Manage the demand generation budget effectively, allocating resources to channels and initiatives with the highest return on investment.

Qualifications

• 12+ years of experience in B2B demand generation or growth marketing, preferably within a large  data, or technology company.

• 3+ years of people and vendor management experience.

• Proven success in developing and executing integrated marketing campaigns that drive measurable pipeline and revenue growth.

• Deep expertise in marketing automation platforms (Marketo, HubSpot, etc.) and CRM systems (Salesforce).

• Strong understanding of Account-Based Marketing (ABM) strategies and best practices.

• Exceptional analytical skills with the ability to interpret data, identify trends, and make data-driven decisions. Experience with BI tools is a plus.

• Excellent communication, collaboration, and stakeholder management skills, with the ability to partner effectively with sales leadership.

• Bachelor’s degree in Marketing, Business, or a related field preferred.  MBA or advanced degree preferred.

Additional Information

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Enabling your best to power a better media future.

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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