Senior Specialist, Digital Demand Generation

Overview

About the Role & Team

IDC is seeking a Senior Specialist, Digital Demand Generation to join our Performance Marketing team. This role owns paid media execution across IDC’s demand generation programs — driving qualified traffic, generating Marketing Qualified Leads, and accelerating pipeline through targeted, high-impact campaigns. The ideal candidate is a hands-on executor who optimizes independently, reports proactively, and measures success in qualified leads — not impressions. 

 This role is Canada-Remote and reports to the Sr Director, Performance Marketing, located in Canada.

​​Demand Generation Campaign Management & Execution 

• ​Plan, build, and manage full-funnel paid media campaigns with MQL volume, quality, and cost-per-MQL as the primary success metrics. 

• ​Execute campaigns across Google Ads, LinkedIn Ads, Microsoft Advertising, and third-party syndicates, including ABM, retargeting, and lead generation programs. 

• ​Own end-to-end campaign builds, pre-launch QA, and accurate tracking setup (UTMs, Marketing Operations (MOPS) requests, platform pixels) for every campaign. 

• ​Ensure all campaigns comply with applicable privacy regulations including CASL, GDPR, and platform-specific data policies.

​Performance Analysis, Reporting & Optimization 

• ​Monitor and report on MQL-focused KPIs — MQL volume, CPL, cost-per-MQL, and funnel conversion rates. 

• ​Deliver weekly campaign reports with performance analysis, optimizations completed, and forward-looking recommendations, supported by live dashboards (Looker Studio, platform-native) that are continuously updated and accessible to stakeholders. 

• ​Design and execute A/B tests across creative, copy, and audience variables; implement winning variations quickly. 

• ​Monitor creative fatigue and audience decay; coordinate asset rotation and bring forward remediation plans before issues escalate. 

• ​Manage budget pacing across all paid media campaigns to maximize MQL ROI. 

​Audience Targeting & Segmentation 

• ​Build and manage audience segments — firmographic, job title, retargeting, ABM, and intent-based — grounded in a clear understanding of IDC’s buyer personas and product-to-audience mapping. 

• ​Continuously monitor audience performance, exclude non-fit segments, and refine targeting to improve MQL quality. 

​Cross-Functional Collaboration & Communication 

• ​Keep stakeholders proactively informed on campaign performance, risks, and recommendations; incorporate lead quality signals and MQL-to-opportunity data to refine targeting and messaging. 

• ​Partner with Marketing Operations to ensure tracking, UTM governance, and attribution are accurate for every campaign. 

• ​Brief content and design teams on demand generation asset needs aligned to funnel stage and buyer persona. ​​

What You Bring 

•  ​Bachelor’s degree in Digital Marketing, Marketing Analytics, Marketing, Communications, or a related field. A concentration in digital marketing, data analytics, or marketing technology is preferred. 

​Required Experience 

• ​5+ years of proven, hands-on paid media experience with a primary focus on demand generation, lead generation, or performance marketing. 

• ​Demonstrated hands-on experience and proficiency across three core platforms required: Google Ads (Search, Display, YouTube), LinkedIn Campaign Manager, Microsoft Advertising. Experience with third-party syndications/vendors a plus.  

• ​Experience with Looker Studio, Google Analytics, and platform-native reporting dashboards. 

• ​Proven track record managing campaigns against MQL and pipeline metrics — not solely engagement or awareness metrics. 

• ​Experience with retargeting, ABM programs, and multi-stage funnel campaign management is required. 

• ​B2B Paid Media Experience: Demonstrated experience running paid media campaigns in a B2B environment, with a clear understanding of longer sales cycles, multi-stakeholder buying committees, and the distinction between driving awareness and generating sales-ready demand. 

​Preferred Qualifications 

• ​Experience with marketing automation and CRM platforms (Marketo, Salesforce). 

• ​Active certifications: Google Ads— Search, Display, or YouTube (via Google Skillshop), LinkedIn Marketing Labs Certification — LinkedIn Ads Fundamentals or Demand Generation, Microsoft Advertising Certified Professional  

• ​Familiarity with ABM platforms such as Demandbase or 6sense. 

• ​Experience with content syndication and programmatic advertising as demand generation channels. 

• ​Google Tag Manager and UTM governance experience. ​​ 

Why This Role Stands Out At IDC, your work helps shape how the world understands technology and where it goes next. You collaborate with curious, high-caliber colleagues who value rigor, integrity, and shared success. As the premier global provider of trusted technology intelligence, IDC equips business and technology leaders with the evidence they need to make confident decisions. Our insights inform strategy, investment, and innovation across industries and regions.

Recognized by IIAR as Analyst Firm of the Year for five consecutive years, IDC sets the standard for credibility and impact. With more than 1,000 analysts worldwide and a truly global perspective, we combine deep expertise with practical relevance. Here, your ideas matter, your voice is heard, and your contributions provide the insights leaders rely on every day. It is meaningful work, backed by a culture that supports growth, collaboration, and long-term career development with a globally respected brand.

What We Offer

• 15 vacation days per year (increases with tenure; carryover allowed)
• 10 paid sick days per year
• 1 week paid new parenting leave
• Flexible work options (remote, part-time, flexible hours)
• Health, dental, vision, and paramedical coverage for you and your family
• Annual healthcare spending account
• Employee Assistance Program for counseling and support
• Best Doctors medical second opinions
• Life, AD&D, and long-term disability insurance
• Retirement savings plan with company match (up to 4% of salary)
• $75/month technology allowance for home office or phone expenses
• Company-paid cell phone plan

Compensation Transparency

At IDC, we are committed to fair and equitable pay practices. Employees are compensated equitably for their work, aligned with their skills and experience. Salary and incentive structures are determined through a rigorous process that considers experience, education, certifications, role-specific requirements, internal equity, and verified Canada market data from an independent third-party partner.The expected total annual compensation, depending on location and experience, is between 75,000 CAD – 88,000 CAD, inclusive of base salary and variable compensation.

Equal Opportunity Employer

IDC is committed to providing equal employment opportunities for all qualified persons. Employment eligibility verification required. We participate in E-Verify.