Buyer & Audience Programme Manager

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

Job Description:

MORE THAN YOU EXPECTED

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.

NEW GROUND WON'T BREAK ITSELF.

Every day our teams help people in businesses and communities to do what is right and achieve their goals.

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.

It would be great if you had some of the following skills, but don't worry if you don't tick every box, we'll help you develop along the way:

You’ll have gained experience within professional services, financial services or a