Do not make the first interaction a referral transaction. An alum is more likely to advocate for you when they understand your background, interest and fit rather than receiving a cold request with no context.

After a useful conversation, you can ask directly but lightly: explain that you plan to apply and ask whether they would feel comfortable referring you. That gives them an easy way to decline if they do not know you well enough.

Make sure your resume is final before sending it. If they agree, provide the exact role, office, deadline and any information the referral process requires.

Keep the tone professional and grateful. A referral is an endorsement, so your goal is to make the person comfortable attaching their name to your application. For more detail, see the consulting networking guide and the consulting coffee chat guide.

I would feel much less awkward asking for a referral after the alum already knows what I'm applying for and why.

I would rather give an alum an easy way to say no than put them on the spot.

If someone says yes, having the exact job link and deadline ready would save some awkward back-and-forth.