Responsibilities

• Set the planning strategy for B2B clients, starting from commercial objectives and working back to the role marketing and media play in pipeline creation, deal progression, and revenue.
• Define the target audience at account and buying-group level, mapping the roles within the buying committee, the questions each role asks, and where each sits in the journey from category awareness to vendor selection.
• Build the ideal customer profile and account framework with the client, segmenting the addressable market into tiers and setting the strategic intent for each tier across one-to-many, one-to-few, and one-to-one approaches.
• Bring intent and first-party signals into the planning picture, using CRM, engagement, and third-party intent data to shape who to reach, when, and with what.
• Own the full funnel strategy across brand and demand, balancing demand creation that builds future pipeline against demand capture that converts in-market accounts, and resisting the pull toward bottom-of-funnel tactics alone.
• Define the role of each channel in the mix, setting why each channel exists in the plan and what job it does across the journey, from broad-reach programmatic and professional social through search, content syndication, events, and ABM platforms.
• Connect media to the wider marketing motion, aligning paid media with sales enablement, demand generation, lead generation, and ABM so that the programs reinforce one another rather than running in parallel.
• Set the strategic frame for ABM, defining how account selection, message, and channel come together to move named accounts through engagement, opportunity, and revenue, in partnership with the client’s sales and marketing teams.
• Help lead the B2B demand management practice, shaping how the practice defines demand creation and demand capture, and setting the standards, frameworks, and ways of working that planning across the portfolio is held to.
• Develop the B2B planning proposition, codifying the approach into repeatable methods, tools, and points of view that differentiate the offer and can be applied consistently across clients.

Requirements

• Senior B2B planning experience across business, audience, and channel planning, with a track record of connecting marketing and media strategy to pipeline and revenue outcomes.
• Command of the full B2B marketing motion, including full funnel media, demand generation, ABM, and sales enablement, and how they fit together.
• Deep understanding of the B2B buyer journey and the distinct roles within buying committees, and how that shapes audience and message strategy.
• Strong audience and investment planning skills, including ICP and account-tier definition, channel-role design, and budget allocation logic across the funnel.
• Fluency with the B2B data and channel landscape, including first-party and CRM data, intent signals, professional social, programmatic, search, content syndication, and ABM platforms.
• Deep knowledge of the B2B data partner ecosystem, with hands-on experience of providers such as Dun & Bradstreet, Bombora, and LinkedIn, and how their firmographic, intent, and audience data feeds planning.
• Senior stakeholder presence, with the ability to advise marketing and commercial leaders and to defend strategic choices to client, sales, and finance audiences.
• Practice-building experience, having developed a proposition, methods, or capability that scaled beyond a single account, ideally within a demand management or B2B growth remit.
• Team leadership and development, with a record of shaping team structure, hiring senior planners, and raising craft across a group rather than only delivering as an individual.