Demand Strategist, Data Buying Group

IBM
IBM

Richland, WA, USA · Kennewick, WA, USA · Pasco, WA, USA · West Richland, WA, USA

Posted on Aug 19, 2026
Introduction

At IBM Global Sales, we bring together innovation, collaboration, and expertise to help clients solve their most complex business challenges. Working across industries and geographies, you’ll partner with colleagues, clients, and partners to co-create solutions that drive digital transformation and lasting impact.Success in Global Sales is built on curiosity, empathy, and collaboration. You’ll connect technical understanding with strong people skills, building trusted relationships and shaping solutions that improve business and society. With world-class onboarding, continuous learning, and a supportive culture, IBM offers the tools and opportunities to grow your career. Join us and be part of a global team that’s passionate about driving innovation and making a difference.

Your role and responsibilities

The Data Buying Group Demand Strategist supports the development and execution of demand programs for IBM's Data Platform portfolio, with a primary focus on driving awareness, engagement, and demand for Confluent and related data management, integration, governance, and streaming solutions. Working closely with global, geo, and market teams, this role executes Data Buying Group campaigns and buyer journeys designed to increase engagement across key buying group personas, expand known contacts within target accounts, and contribute to pipeline creation and opportunity progression.

The strategist partners across marketing, sales, digital, and ecosystem teams to deliver coordinated, data-driven demand programs that engage decision-makers, technical influencers, practitioners, and business stakeholders throughout the buying process.

Key Responsibilities

Execute Data Buying Group Campaigns

• Support the execution of the Data Buying Group campaign strategy for Confluent and related Data Platform offerings.

• Develop and activate demand programs that increase awareness, engagement, and buying group participation within target accounts.

• Execute campaigns aligned to priority personas, industries, use cases, and business objectives.

• Collaborate with geo and market marketing teams to localize and optimize campaign execution based on regional requirements.

• Orchestrate campaign planning and execution across sales, product marketing, field marketing, geo focals, and discipline focals in paid media, web strategy, marketing automation, and social to ensure integrated execution and clear accountability.

• Support product and feature launches as part of the broader Data Buying Group campaign, ensuring launch moments are translated into relevant demand programs, buyer journeys, and account engagement strategies.

• Own demand strategy for relevant Tier 1 events, including pre-event, onsite, and post?event activation plans that align event participation to target account engagement and pipeline objectives.

• Help identify opportunities to increase buying group coverage, engagement, and progression across target accounts.

Activate Buyer Journeys

• Execute multi-channel demand journeys across awareness, consideration, purchase, and expansion stages.

• Partner with global and geo marketing and communications teams to deliver seamless buyer experiences.

• Coordinate campaign assets, channels, and execution plans to support engagement across multiple buying group roles.

• Recommend channel and engagement optimizations based on campaign performance and audience insights.

Drive Engagement and Pipeline Contribution

• Contribute to pipeline creation and opportunity progression goals associated with the Data Buying Group campaign.

• Monitor campaign performance, buying group engagement, conversion rates, and funnel progression.

• Identify performance issues and recommend optimization opportunities to improve campaign effectiveness.

• Partner with sales and marketing stakeholders to support coordinated demand generation activities.

Develop Subject Matter Expertise

• Build expertise in Data Platform buyers, market trends, competitive positioning, and client challenges.

• Leverage audience and campaign insights to improve messaging, targeting, and engagement strategies.

• Share performance learnings and best practices across teams.

• Support strategic planning discussions with data-driven recommendations and insights.

Required education
Bachelor's Degree
Required technical and professional expertise

• Demand Creation Experience: Exposure to developing and executing demand creation strategies to drive business growth, with a focus on persona-based campaigns and target market identification.

• Campaign Leadership Skills: Experience working with cross-functional teams to develop messaging, content, and campaign journeys, and packaging them for partners.

• Channel Management Knowledge: Exposure to managing top of funnel prospecting efforts across key channels to increase engagement and known contacts.

• Metrics Definition Expertise: Experience defining success metrics and integrating demand programs with business partners to optimize pipeline contribution and conversion.

• Collaboration Experience: Exposure to working with global and geo/market teams to ensure consistent execution and feedback loops.

Preferred technical and professional experience

• Digital Marketing Tools: Exposure to managing top of funnel prospecting efforts across key channels

• Data Analysis Skills: Experience working with metrics to optimize pipeline contribution and conversion

• Channel Management: Experience working with cross-functional teams to increase engagement and known contacts

ABOUT BUSINESS UNIT

IBM has a global presence, operating in more than 175 countries with a broad-based geographic distribution of revenue. The company’s Global Markets organization is a strategic sales business unit that manages IBM’s global footprint, working closely with dedicated country-based operating units to serve clients locally. These country teams have client relationship managers who lead integrated teams of consultants, solution specialists and delivery professionals to enable clients’ growth and innovation. By complementing local expertise with global experience and digital capabilities, IBM builds deep and broad-based client relationships. This local management focus fosters speed in supporting clients, addressing new markets and making investments in emerging opportunities. Additionally, the Global Markets organization serves clients with expertise in their industry as well as through the products and services that IBM and partners supply. IBM is also expanding its reach to new and existing clients through digital marketplaces.

YOUR LIFE @ IBM

In a world where technology never stands still, we understand that, dedication to our clients success, innovation that matters, and trust and personal responsibility in all our relationships, lives in what we do as IBMers as we strive to be the catalyst that makes the world work better.

Being an IBMer means you’ll be able to learn and develop yourself and your career, you’ll be encouraged to be courageous and experiment everyday, all whilst having continuous trust and support in an environment where everyone can thrive whatever their personal or professional background.

Our IBMers are growth minded, always staying curious, open to feedback and learning new information and skills to constantly transform themselves and our company. They are trusted to provide on-going feedback to help other IBMers grow, as well as collaborate with colleagues keeping in mind a team focused approach to include different perspectives to drive exceptional outcomes for our customers. The courage our IBMers have to make critical decisions everyday is essential to IBM becoming the catalyst for progress, always embracing challenges with resources they have to hand, a can-do attitude and always striving for an outcome focused approach within everything that they do.

Are you ready to be an IBMer?

ABOUT IBM

IBM’s greatest invention is the IBMer. We believe that through the application of intelligence, reason and science, we can improve business, society and the human condition, bringing the power of an open hybrid cloud and AI strategy to life for our clients and partners around the world.

Restlessly reinventing since 1911, we are not only one of the largest corporate organizations in the world, we’re also one of the biggest technology and consulting employers, with many of the Fortune 500 companies relying on the IBM Cloud to run their business.

At IBM, we pride ourselves on being an early adopter of artificial intelligence, quantum computing and blockchain. Now it’s time for you to join us on our journey to being a responsible technology innovator and a force for good in the world.

IBM is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, genetics, pregnancy, disability, neurodivergence, age, or other characteristics protected by the applicable law. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.

OTHER RELEVANT JOB DETAILS

IBM offers a competitive and comprehensive benefits program. Eligible employees may have access to:

- Healthcare benefits including medical & prescription drug coverage, dental, vision, and mental health & well being

- Financial programs such as 401(k), cash balance pension plan, the IBM Employee Stock Purchase Plan, financial counseling, life insurance, short & long- term disability coverage, and opportunities for performance based salary incentive programs

- Generous paid time off including 12 holidays, minimum 56 hours sick time, 120 hours vacation, 12 weeks parental bonding leave in accordance with IBM Policy, and other Paid Care Leave programs. IBM also offers paid family leave benefits to eligible employees where required by applicable law

- Training and educational resources on our personalized, AI-driven learning platform where IBMers can grow skills and obtain industry-recognized certifications to achieve their career goals

- Diverse and inclusive employee resource groups, giving & volunteer opportunities, and discounts on retail products, services & experiences

We consider qualified applicants with criminal histories, consistent with applicable law.

This position was posted on the date cited in the key job details section and is anticipated to remain posted for 21 days from this date or less if not needed to fill the role.

IBM will not be providing visa sponsorship for this position now or in the future. Therefore, in order to be considered for this position, you must have the ability to work without a need for current or future visa sponsorship.

The compensation range and benefits for this position are based on a full-time schedule for a full calendar year. The salary will vary depending on your job-related skills, experience and location. Pay increment and frequency of pay will be in accordance with employment classification and applicable laws. For part time roles, your compensation and benefits will be adjusted to reflect your hours. Benefits may be pro-rated for those who start working during the calendar year.

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