Audience Growth & Buyer Programme Lead

Grant Thornton UK; Birmingham; Hybrid; GBP 70,000 - 95,000; Full time

Job summary

Grant Thornton UK in the United Kingdom seeks a Buyer & Audience Programme Manager to lead priority buyer programmes and shape go-to-market initiatives across the firm. The role blends strategic thinking with hands-on delivery, starting with the Finance Leaders Programme for CFOs to determine who we talk to and how.

You will collaborate with the Head of Demand Generation, brief Campaigns teams, build audience personas, and chair editorial boards.

Qualifications

• Experience running an audience, ABM or buyer programme across multiple business lines.
• Ability to influence senior stakeholders without formal authority.
• Ambition, drive, adaptability and curiosity to move quickly in changing markets.

Responsibilities

• Own our priority buyer programmes, and work with the Head of Demand Generation to decide which buyer groups come next
• Set an 'audience-first' standard, starting from what buyers need and how they behave, and build personas that teams across the firm actually use
• Advise GTM leads and their teams on the messaging and channels that work for each buyer, including where they want a tailored version for their own sector or service line
• Convene and chair an editorial and advisory board for each buyer, bringing together service line and sector representatives to steer themes, research and content
• Own the insight behind each programme, such as a twice-yearly buyer barometer, working closely with our Head of Content
• Turn audience strategy into clear briefs for the Campaigns team, and prioritise requests within the wider campaign calendar
• Bring buyer and audience priorities into the firmwide planning cycle
• Review nurture performance across firmwide and team-led activity, spot gaps in coverage and propose how to close them
• Make sure warm interest is followed up, and help business development (BD) teams recognise when a buyer may be in market
• Build awareness among partners and directors of what the programmes offer and how to use them

Job description

Grant Thornton UK in the United Kingdom seeks a Buyer & Audience Programme Manager to lead priority buyer programmes and shape go-to-market initiatives across the firm. The role blends strategic thinking with hands-on delivery, starting with the Finance Leaders Programme for CFOs to determine who we talk to and how.

You will collaborate with the Head of Demand Generation, brief Campaigns teams, build audience personas, and chair editorial boards.