Manager, Demand Generation (B2C)

Company 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

The Opportunity:

As Manager of Demand Generation (B2C), you will play a critical role in growing Nielsen's proprietary panel — the foundation of the audience measurement data that powers the media industry. This is not a traditional B2B demand gen role. You'll be reaching key consumers, inspiring them to participate in something that genuinely shapes how content is measured and valued across television, streaming, digital, mobile, and emerging media forms. You'll own the strategy and execution of campaigns designed to recruit new panelists at scale, working across paid, owned, and earned channels to find, engage, and convert the right audiences. This is a role for someone who blends analytical rigor with creative instinct, thrives in a test-and-learn environment, and knows how to get the best out of agency partners while keeping a strong point of view of their own.

What You'll Own:

B2C Campaign Strategy & Execution

• Develop and execute full-funnel demand generation campaigns targeting US consumers across digital, social, search, programmatic, direct mail, and emerging channels

• Own the end-to-end panelist recruitment funnel — from awareness through conversion — with a relentless focus on volume, quality, and cost efficiency

• Build and manage campaign calendars, budgets, and performance targets in close partnership with the Demand Generation Director

Testing, Analytics & Optimization

• Design and run structured A/B and multivariate tests across creative, copy, audience segments, channels, and landing experiences — with a clear hypothesis and learning agenda behind every test

• Build and maintain dashboards that track key recruitment metrics including CPL, conversion rates, panelist quality, and channel ROI

• Translate data into clear, actionable insights that continuously improve campaign performance and inform future strategy

• Bring a highly analytical lens to every decision — you are equally comfortable in a creative brief and a performance report

Agency Management & Collaboration

• Serve as the day-to-day lead for external agency partners, managing briefs, timelines, deliverables, and performance reviews

• Push agencies to deliver their best work while maintaining a collaborative, results-oriented relationship

• Ensure agency output is aligned to Nielsen's brand standards, campaign objectives, and recruitment goals

Creative Development & Consumer Insight

• Partner with creative teams and agencies to develop compelling consumer-facing messaging that motivates key consumers to join the Nielsen panel

• Bring a deep understanding of B2C consumer behavior to campaign ideation — what motivates people, what stops them, and how to close the gap

• Champion a culture of creative experimentation, bringing fresh ideas to the table and knowing how to measure what works

Cross-Functional Partnership

• Work closely with Data Science, Research, and Panelist Experience teams to ensure recruited panelists meet quality and demographic targets

• Collaborate with Marketing, Communications, and Brand teams to ensure campaign messaging is consistent and on-brand

• Contribute to broader demand generation planning and share learnings openly across the team

Qualifications

What You Bring:

• 6–10 years of experience in demand generation, performance marketing, or growth marketing with a strong B2C focus

• Proven track record of running high-volume consumer acquisition campaigns with measurable, data-backed results

• Deep experience managing agency relationships — you know how to brief well, push for better, and hold partners accountable

• Highly analytical mindset with hands-on experience building performance dashboards and translating data into campaign decisions

• A genuine test-and-learn mentality — you move fast, measure everything, and apply learnings without ego

• Strong creative instincts paired with the ability to evaluate and brief consumer-facing creative effectively

• Expert-level proficiency in Google Workspace (Gmail, Calendar, Drive, Docs, Sheets, Slides)

• Proficiency with marketing platforms and tools including paid social (Meta, TikTok, YouTube), programmatic, Google Ads, and CRM/marketing automation tools

• Strong working knowledge of AI tools (e.g. Claude, ChatGPT, Gemini) and the ability to use them to accelerate campaign development, analysis, and reporting

• Expert-level written and verbal English communication skills; able to present clearly to senior stakeholders and write compelling consumer-facing copy direction

• Highly collaborative — you build strong relationships across functions and bring people along with you, not around them

• Comfortable with ambiguity and energized by building in a space where not everything is defined yet

Additional Information

#LI-MF1

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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