Buyer & Audience Programme Manager

Grant Thornton (UK); Birmingham; Hybrid; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Pension

Private medical

Flexible working

Professional development

Job summary

Grant Thornton UK LLP is a leading UK professional services firm delivering audit, tax and advisory services. As Buyer & Audience Programme Manager, you will lead firmwide programmes for priority senior buyers, starting with CFOs, balancing strategy with hands-on delivery and guiding GTM leads across the firm.

The role is hybrid and can be based at any UK office. You’ll build personas, shape messaging, and manage an editorial/advisory board to steer research, content and themes across service

Qualifications

• Experience running an audience, ABM or buyer programme across multiple business lines.
• Familiar with CRM-based reporting and how BD teams use warm leads and in-market signals.
• Ability to write briefs that delivery teams can build from.

Responsibilities

• Own priority buyer programmes and decide which buyer groups come next.
• Set an audience-first standard and build personas used across the firm.
• Advise GTM leads on messaging and channels for each buyer group.
• Convene and chair an editorial and advisory board for each buyer.
• Own insights behind each programme, such as a twice-yearly buyer barometer.
• Turn audience strategy into clear briefs for the Campaigns team.
• Bring buyer and audience priorities into the firmwide planning cycle.
• Review nurture performance and identify coverage gaps.
• Ensure warm interest is followed up and BD teams recognize in-market buyers.
• Build awareness among partners and directors about programme offerings.

Skills

Audience research

ABM

Buyer programme

CRM reporting

Stakeholder engagement

Tools

Microsoft Dynamics

Job description

Job Description

Grant Thornton UK LLP is part of a global network of independent audit, tax and advisory firms, made up of some 58,000 people in over 135 countries. We’re a team of independent thinkers who put quality, inclusion and integrity first. All around the world we bring a different experience to our clients. A better experience. One that delivers the expertise they need in a way that goes beyond. Personal, proactive, and agile. That’s Grant Thornton.

A look into the role

Our clients’ most senior decision-makers, such as CFOs, work with many parts of our firm at once. They should hear from us as one Grant Thornton, not as several separate teams. As our Buyer & Audience Programme Manager, you’ll make that happen. Joining our Commercial Growth & Strategy team and reporting to the Head of Demand Generation, you’ll lead our firmwide programmes for a small number of priority senior buyers, starting with our Finance Leaders Programme for CFOs. This is a balanced role, roughly half strategy and half hands‑on delivery. You’ll shape who we talk to, why, and what works, then brief our Campaigns team to bring it to life and guide go‑to‑market (GTM) leads across the firm who want to reach the same audience. It’s a new role with real room to grow: we’re starting focused, proving the model, and expanding to more buyer groups over time. You won’t be starting from scratch. One of our largest buyer programmes is already up and running and working well, giving you a proven template to learn from and evolve, and the team has plenty of know‑how to share. This is a chance to get under the skin of what our buyers really care about, put the client first, and make a real difference to how we engage them.

This is a hybrid role that can be based at any of our UK offices. We’d ask you to spend one to two days a week with your stakeholders, often in London, and a little more at the start while you build relationships.

In this role, you’ll:

• 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

Knowing you’re right for us

We’ve set ambitious growth targets for the firm, and we need the right people to help us achieve these. We’re looking for people who will bring ambition and drive to their role. In changing markets, we need to be able to work at pace and be adaptable to change and to be curious, asking questions of ourselves, each other and our clients to ensure we are delivering the services and quality we expect. Joining us as a Manager, the minimum criteria you’ll need is experience running an audience, account‑based marketing (ABM) or buyer programme across multiple business lines, and the confidence to influence senior stakeholders without formal authority.

Minimum criteria

• You’ll have gained experience within professional services, financial services or another regulated environment
• You’ll have turned audience research into personas and messaging that other teams have adopted
• You’ll have written briefs that in‑house or agency delivery teams can build from
• You’ll be familiar with CRM‑based reporting, ideally tracking programme contribution and attribution (Microsoft Dynamics is a bonus, not essential), and how BD teams work with warm leads and in‑market signals
• You’ll have strong research and analytical instincts, with the ability to spot a genuine gap in coverage or performance
• You’ll be confident presenting insight to partners and senior leaders in a way that lands as support, not instruction
• A collaborative, consultative style that makes teams want to work with you

Knowing we’re right for you

The culture at Grant Thornton is what sets us apart, we’re known for our inclusive culture and creating environments where all our people can flourish. The things that set you apart, we value them, and this helps us all to perform at our best. Our values are the unwavering principles that shape our daily behaviours and decisions, alongside our drive to do the right thing. We’re looking for people who align with our values and are purposefully driven, actively curious and candid but kind. You can learn more about our values in practice here.

Benefits

• Tailored development programmes and access to coaching
• Flexible bank holidays – allowing you to celebrate the days that are important to you
• Benefits including pension, life assurance and private medical, additional holiday purchasing and health benefits
• And benefits giving you access to shopping discounts, gym memberships, financial advice
• And more.

Visit our benefits section to read more.

How we work

We have a trust‑based way of working, driven by responsible people who have the best interests of our firm and our clients at heart. Our how we work framework gives flexibility in where, how, and when we work to deliver the best results for our clients, whilst helping you keep a balance between work and life. Life is more than work, the things you do, and the people you’re with outside of work matter, that’s why we’re happy to look at flexible working options for all our roles. That is how it should be. We’re looking for people who can help drive the business forward, who want to contribute, spark fresh ideas and go beyond expectations. People who want to be able to proudly do what’s right, for the firm, our clients, our people and themselves. It’s how it should be.

Read more about our approach to flexible working.