Head of Commercial Insights

Ideas | People | Trust

We’re BDO. An accountancy and business advisory firm, providing the advice and solutions entrepreneurial organisations need to navigate today’s changing world.

We work with the companies that are Britain’s economic engine – ambitious, entrepreneurially-spirited and high growth businesses that fuel the economy - and directly advise the owners and management teams that lead them.

We’ll broaden your horizons

Our Sales and Marketing team is being reshaped to directly support BDO’s growth ambitions. We’re building a high-performing function that is proud of its technical skills, reliable in delivery, and outcome-led in how we prioritise and execute. You’ll join a team big enough to offer diverse roles and opportunities, big priorities and commercial challenges, yet personal enough to ensure you’re supported and empowered from day one.

Here, we think beyond activity. You’ll bring ideas, fresh thinking and help shape how we deliver campaigns, insights and engagement across the business. Working closely with internal clients, you’ll deepen your understanding of our sectors and add value in your role.

From strategic storytelling to capability building and smarter ways of working, you’ll grow your skills while working with people who care about doing the right thing and doing it well.

We’ll help you succeed

In this team, development is central to how we work. You’ll have access to high-quality training, clear capability frameworks and hands on learning that give you the confidence and skills to grow quickly. We use evidence and feedback to improve performance and focus effort where it makes the biggest difference.

The Sales and Marketing team are now recruiting for a Head of Commercial Insights. The role leads the Commercial Insights capability to provide decision-grade insight that improves commercial outcomes and accelerates delivery of the firm’s growth strategy. The role is accountable for the insight operating model across two linked areas:
1. Performance insight: defining measures, own the monthly performance pack, improving data discipline, and converting internal performance signals into interventions.
2. Market and buyer insight: building an evidence base on audiences, buyer needs, campaign effectiveness, competitor activity and market dynamics (including market share where available), translating external insight into actionable direction for Sales, Marketing and GTM.

This is a Wider Leadership role responsible for performance transparency and evidence-led decision-making across the function. The role partners closely with capability leaders (Sales, GTM, Marketing and Operations) and works in close collaboration with the Data Office on the development of insight and data products that combine internal and external sources and are embedded into planning, prioritisation and execution.

In this role you’ll:

• Own the Commercial Insights methodology and service guide: what insight is produced, inputs, outputs, definitions of done and cadences.
• Own the monthly Sales & Marketing performance pack, ensuring it is decision oriented and consistent, with clear recommended interventions.
• Build and maintain a structured market insight approach, including audience segmentation, buyer needs, buying behaviours, and channel/campaign effectiveness.
• Run the annual insight cycle to support GTM planning and contracting.
• Combine internal performance data with external research to recommend actionable opportunities and constraints.
• Partner with CRM/application support and platform owners to improve data quality, adoption and traceability.
• Work closely with the Data Office to shape, prioritise and deliver insight/data products that serve Sales and Marketing needs.
• Lead and develop the Commercial Insights team, while upskilling Sales and Marketing colleagues to interpret insight, use dashboards and improve data discipline.

You’ll be someone with:

• Significant experience in commercial insights, performance reporting, analytics, research or business intelligence in a complex environment.
• Experience with Artificial Intelligence (including AI agents).
• Strong ability to translate both internal performance data and external research into actionable recommendations.
• Experience designing KPI frameworks and operating performance rhythms (packs, dashboards, scorecards).
• Strong knowledge of market/audience/buyer research approaches and competitor insight practices.
• Strong stakeholder influence; able to drive decisions and prioritisation using evidence.
• Experience improving data quality and partnering with data/platform owners to drive adoption.
• Proven people leadership and capability-building experience.

Key platforms and data

• Microsoft Dynamics (CRM): pipeline, activity and conversion reporting discipline.
• BI/analytics tools (e.g., Power BI or similar)
• Marketing performance sources (email/automation, PPC, website analytics)
• Knowledge of Research and external insight sources/providers.
• Data modelling and data manipulation (SQL).
• Data visualisation, analysis, and some understanding of statistically methods
• Knowledge of testing processes required

At BDO, we’ll help you achieve your personal goals and career ambitions, and we have programmes, resources, and frameworks that provide clarity and structure around career development.

We’re in it together

Mutual support and respect is one of BDO’s core values and we’re proud of our distinctive, people-centred culture. From informal success conversations to formal mentoring and coaching, we’ll support you at every stage in your career, whatever your personal and professional needs.

Our agile working framework helps us stay connected, bringing teams together where and when it counts so they can share ideas and help one another. At BDO, you’ll always have access to the people and resources you need to do your best work.

We know that collaboration is the key to creating value and satisfying experiences at work, so we’ve invested in state-of-the-art collaboration spaces in our offices. BDO’s people represent a wealth of knowledge and expertise, and we’ll encourage you to build your network, work alongside others, and share your skills and experiences. With a range of multidisciplinary events and dedicated resources, you’ll never stop learning at BDO.

We’re looking forward to the future

At BDO, we help entrepreneurial businesses to succeed, fuelling the UK economy. Our success is powered by our people, which is why we’re always finding new ways to invest in you. Across the UK thousands of unique minds continue to come together to help companies we work with to achieve their ambitions.

We’ve got a clear purpose, and we’re confident in our future, because we’re adapting and evolving to build on our strengths, ensuring we continue to find the right combination of global reach, integrity and expertise. We shape the future together with openness and clarity, because we believe in empowering people to think creatively about how we can do things better.

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