Head of Commercial Insights

Role Overview

BDO is a leading accountancy and business advisory firm. The Sales & Marketing team is focused on supporting the firm’s growth ambitions. The Head of Commercial Insights leads the Commercial Insights capability to deliver decision‑grade insight that improves commercial outcomes and accelerates BDO’s growth strategy. The role is accountable for the insight operating model across two linked areas: performance insight and market & buyer insight.

Key Responsibilities

• Own the Commercial Insights methodology and service guide, defining 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, upskilling Sales and Marketing colleagues to interpret insight, use dashboards and improve data discipline.

Qualifications

• 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 manipulation (SQL).
• Data visualisation, analysis, and a basic understanding of statistical methods.
• Knowledge of testing processes required.

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