Buyer & Audience Programme Manager

Overview

In this role, you will lead firmwide buyer programmes starting with the Finance Leaders Programme for CFOs. You’ll shape who we target, how we reach them, and the messaging that resonates—then translate strategy into actionable briefs for delivery teams. You’ll work with senior stakeholders and cross-functional partners to align audience insights with go-to-market plans. The role blends strategy with hands-on execution and offers room to expand to additional buyer groups over time.

Pay / Benefits

• Tailored development programmes and coaching
• Flexible bank holidays
• Pension, life assurance and private medical
• Holiday purchasing and health benefits
• Shopping discounts and gym memberships
• Financial advice

Responsibilities

• Own priority buyer programmes and collaborate with Head of Demand Generation on prioritisation
• Define audience-first personas and guide firm-wide usage
• Advise GTM leads on messaging and channel selection per buyer, including sector/service-tailored versions
• Chair editorial and advisory boards to steer themes, research and content
• Own insights such as a twice-yearly buyer barometer in partnership with Head of Content
• Turn audience strategy into clear briefs for Campaigns team and prioritize within the calendar
• Integrate buyer/audience priorities into firm-wide planning
• Monitor nurture performance, identify gaps and propose remedies
• Ensure warm leads are followed up and BD teams recognise in-market signals
• Build awareness among partners and directors about programme offerings

Key requirements

• Experience running an audience, ABM or buyer programme across multiple business lines
• Ability to influence senior stakeholders without formal authority
• Experience in professional or financial services or regulated environments (desirable)
• Turned audience research into adopted personas and messaging
• Written briefs usable by in-house or agency teams
• CRM reporting experience, ideally with tracking programme contribution and attribution (Dynamics a bonus)
• Strong research/analytical instincts to detect coverage or performance gaps
• Confident in presenting insights to partners and senior leaders
• Collaborative, consultative stakeholder engagement style

• Collaborative
• Analytical
• Curious and proactive
• CRM-based reporting (Microsoft Dynamics is a bonus)
• Audience research and persona development
• Brief writing for delivery teams

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