Strategy Lead

The role

We’re looking for a hands-on B2B marketing strategist who turns audience understanding into clear propositions, compelling messages and connected marketing plans.

You’ll research how business buyers think and make decisions, develop value propositions and messaging frameworks, write creative briefs, and plan content and communications across paid, owned and earned channels. Buyer journey and experience mapping will help you connect this work around audience needs.

This is a midweight role within our EMEA Journey Strategy team, reporting to the Senior Strategy Director. You’ll take ownership of strategy projects and create the strategic work yourself, collaborating closely with creative, content, media and client teams.

You’ll need practical B2B marketing strategy experience, with examples of your own contribution to audience insights, proposition and message development, brief writing, and content or communications planning. Experience with complex technology brands would be particularly relevant.

Meet Pretzl

Pretzl was formed in 2025 when five award-winning B2B agencies — Agent3, Twogether, This Machine, Velocity Partners and Publitek — came together with a shared belief: B2B marketing needed a different approach.

Buyers had changed. Their journeys were becoming harder to predict, their decisions more complex. Helping brands connect with them called for a closer understanding of how they actually buy, and a more connected way of putting that understanding to work.

Today, we’re one business, bringing customer science, AI and creativity together across strategy, communications, experiences, media and technology. JourneyLab, our proprietary platform, combines data, AI and human insight to help us understand buying groups, explore their motivations and design more relevant customer experiences.

For our strategists, that means more evidence to interrogate, more perspectives to draw on and more ways to bring an idea to life. The ambition is straightforward: help clients build preference and turn better buyer understanding into measurable business growth.

What you will do

• Uncover the insight that shapes the strategy. Interrogate the brief and our clients’ businesses, drawing on audience research, SME interviews, competitor analysis, market and cultural insight, platform data and JourneyLab. Connect the evidence, challenge assumptions and identify the opportunities that should guide strategic direction.

• Lead buyer journey and experience mapping. Use research, JourneyLab and client collaboration to map how buying groups make decisions: who is involved, what they need, feel and encounter, and where progress stalls. Translate those insights into experience maps that define how the brand should respond across touchpoints, guiding creative, content, channels and activation.

• Develop value propositions and messaging. Define why a brand, product or solution matters to its audience and what makes it different. Turn that into clear value propositions and messaging frameworks, with relevant benefits and credible proof points for different buying group roles.

• Be a strategic partner to the creative team. Write and deliver inspiring creative briefs, bring audience insight into idea development and work alongside creatives to explore, challenge and sharpen concepts. Stay involved from the first conversation through to execution, helping distinctive ideas express the proposition and connect across the customer journey.

• Plan experiences with a clear purpose. Audit existing content assets and experiences, identify gaps and develop content themes, editorial plans and recommendations for formats, channels and sequencing around audience needs and journey stages.

• Connect channels around the buyer. Develop integrated communications and audience growth plans across paid, owned and earned channels, working with specialists to define where the brand should show up, the role of each channel and how activity builds reach, engagement and preference across the journey.

• Bring people and perspectives together. Build shared ownership with clients and specialists across Pretzl. Lead workshops, interview SMEs, present a persuasive strategic story and work through competing views constructively.

• Make the strategy count. Agree measures of success, connect activity to business outcomes and use learning to improve the work. Articulate the value of our thinking and identify opportunities to deepen client partnerships.

• Strengthen our practice. Share useful thinking and help evolve our methods, using data and AI responsibly while keeping human needs central.

Who will thrive here

You’re a B2B strategist or planner looking to deepen your craft and take greater ownership of client projects. We welcome different career paths, provided you can demonstrate the core strategy skills outlined below.

You’re curious about people and care about the craft of strategy. You make sense of complexity and turn it into thinking that inspires people and helps them act. You’re comfortable owning the work, getting into the detail and building on the expertise of others.

• B2B marketing strategy experience is essential. You’ve developed strategy for business audiences, ideally for technology brands, in an agency or comparable client-facing environment. You understand complex buying groups and can show how that understanding informed your work.

• Breadth across marketing strategy. You bring practical experience of audience understanding, proposition and message development, brief writing, content planning and integrated communications planning across paid, owned and earned channels. You can connect these disciplines through buyer journey and experience development.

• Evidence of your own strategic craft. You can share examples of insights, propositions, messaging frameworks, creative briefs and content or communications plans that you personally helped develop. You make complex offerings clear through relevant audience benefits and credible proof.

• A collaborative approach. You build strong relationships with creative teams and specialists across disciplines. You listen, welcome different perspectives and help others build on your thinking to make the work better.

• Ownership and influence. You can take responsibility for a defined strategy project, present clear recommendations and build client confidence. You give colleagues useful direction while remaining open to challenge and guidance from senior strategists.

• Research skills and sound judgement. You’re confident working with qualitative and quantitative evidence from audience, market and competitor research. You can assess sources, spot patterns and turn findings into a clear strategic point of view, balancing audience needs with commercial realities. You’re curious about how data, technology and AI can strengthen the work.

Why join Pretzl

You’ll help leading B2B technology brands tackle complex marketing challenges, alongside specialists with deep sector experience. There’s room to build your craft, shape our journey strategy practice and see your thinking come to life through close collaboration with the people around you.

And in return, Pretzl offers:

• Competitive compensation package

• 25 days leave, increasing to 30 days based on service

• Additional 'moments that matter days' for birthdays, sports days, and other important life moments

• Time off for volunteering

• Life assurance, healthcare cashplan, employee assistance programme, and Digital GP

• Cycle to work scheme

• Flexible spending allowance for health/dental insurance, wellbeing, family life, work life, hobbies and experiences

• Quarterly in-person and virtual social activities

• Office transfer and secondment opportunities