Manager, Demand Generation (B2C) at TheNielsenCompany

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