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About the Role
As our Buyer & Audience Programme Manager, you’ll lead firmwide programmes for priority senior buyers, starting with our Finance Leaders Programme for CFOs. This is a balanced role, roughly half strategy and half hands-on delivery, shaping who we talk to, why, and what works, then guiding go-to-market (GTM) leads across the firm. This new role offers significant growth potential as we plan to expand to more buyer groups over time.
Responsibilities
- Own priority buyer programmes and collaborate with the Head of Demand Generation to identify future buyer groups.
- Establish an 'audience-first' standard by focusing on buyer needs and behaviors, and develop widely adopted personas.
- Advise GTM leads and their teams on effective messaging and channels for each buyer, including tailored sector or service line versions.
- Convene and chair editorial and advisory boards for each buyer, gathering input from service line and sector representatives to guide themes, research, and content.
- Own the insight generation for each programme, such as a bi-annual buyer barometer, in close collaboration with the Head of Content.
- Translate audience strategy into clear briefs for the Campaigns team and prioritize requests within the campaign calendar.
- Integrate buyer and audience priorities into the firmwide planning cycle.
- Review nurture performance across firmwide and team-led activities, identify coverage gaps, and propose solutions.
- Ensure follow-up on warm interest and assist business development (BD) teams in recognizing buyers who may be in-market.
- Build awareness among partners and directors regarding programme offerings and utilization.
- Drive business forward, contribute, spark fresh ideas, and exceed expectations.
Requirements
- Experience running an audience, account-based marketing (ABM), or buyer programme across multiple business lines.
- Confidence to influence senior stakeholders without formal authority.
- Experience gained within professional services, financial services, or another regulated environment.
- Experience turning audience research into adopted personas and messaging.
- Experience writing briefs for in-house or agency delivery teams.
- Familiarity with CRM-based reporting, tracking programme contribution and attribution.
- Understanding of how BD teams work with warm leads and in-market signals.
- Strong research and analytical instincts to identify coverage or performance gaps.
- Ability to present insight to partners and senior leaders effectively.
- A collaborative, consultative style that encourages teamwork.
Skills
- Audience programme management
- Account-based marketing (ABM)
- Buyer programme management
- Stakeholder influence
- Persona development
- Messaging strategy
- Content strategy
- Campaign brief writing
- CRM reporting
- Performance analysis
- Research
- Analytical skills
- Presentation skills
- Collaboration
- Consultative style
Location
- Any UK office
- London (for stakeholder meetings)
Work Type
- Hybrid
- Flexible working options
Experience Level
- Manager
Benefits
- Competitive salary and reward package
- Tailored development programmes
- Access to coaching
- Flexible bank holidays
- Pension
- Life assurance
- Private medical insurance
- Additional holiday purchasing
- Health benefits
- Shopping discounts
- Gym memberships
- Financial advice
About the Company
- Grant Thornton UK LLP is part of a global network of independent audit, tax and advisory firms, with approximately 58,000 people in over 135 countries.
- We are a team of independent thinkers who prioritize quality, inclusion, and integrity.
- We aim to provide a better client experience that delivers expertise in a personal, proactive, and agile manner.
- We empower clients through strategic insight, curiosity, and genuine partnership.
- We empower our people with real opportunity, an inclusive culture, and work-life balance.
- Our culture is inclusive, creating environments where all people can flourish.
- Our values are purposefully driven, actively curious, and candid but kind.