OVERALL OBJECTIVE
The Account Director is responsible for overseeing a team of staff who manages the day-to-day administration of marketing and advertising initiatives for an assigned client. Taking a hands-on approach, they are instrumental in the development and implementation of new initiatives and assist in the development of marketing and advertising strategies.
RESPONSIBILITIES
Client Relations:
- Monitor client business daily/weekly to ensure strategy & metrics are successful
- Develop strong relationships with senior level Client(s) responsible for development of advertising programs establishing regular communication to ensure expectations are met
- Anticipate Client needs, keeping the agency in the position of leading rather than following
- Counsel with senior level Client(s) on any potential changes
- Keep Agency management informed of status of Client relations, including personnel changes and issues pertaining to Agency performance
- Ensure that clients understand Agency procedures/systems. Obtain clear direction before Agency takes action
- Direct/coach account managers on merchandising marketing/advertising efforts in district meetings and in one-on-one store visits
- Ensure that store visits/phone calls are documented with written contact reports.
- Ensure compliance with Agency/Client Scope of Work document
- Establish continuing staff training programs that insure continued growth of staff working on Client business
Marketing / Special Projects:
- Initiate and guide development of annual strategic marketing communications/advertising plan
- Create atmosphere that demands a business-building approach to Client’s business. Utilize Agency resources to develop plans to grow business
- Attend monthly marketing / advertising meetings. Ensure a written service report covering each meeting is distributed to appropriate Agency and Client personnel
- Present national creative, media plans, promotions, strategies, music, etc. at meetings
- Prepare materials for and participate in meetings, including National creative, media, and promotional plans
- Establish regular competitive reporting for Client review (sales, share SOV). Participate in reporting meetings with Clients
- Develop objectives/strategies for market-specific launch plans utilizing media-provided added-value opportunities
- Ensure that annual market profile books are developed
- Assign Client research requests, as needed
- Ticket requesting, obtaining approval, fulfillment
- Participate in ZPA-sponsored training, and ensure that teams participate, as well
- Stay updated with industry news (magazines, websites, etc.)
Creative Involvement:
- Conduct annual strategic review/input sessions (with quarterly follow-up) with Client Marketing management to discuss marketing communications plans, review objectives and strategies, and determine advertising needs
- Ensure that account supervisors, account executives, assistant account executives and account coordinators provide all appropriate information and direction for development of accurate strategic briefs
- Develop and review creative brief(s) for inclusion of necessary marketing checkpoints to ensure the creative team has a sound platform on which to build creative
- Work with the creative and account teams to develop the most effective method of presenting advertising to clients.
- Facilitate development of appropriate creative concepts for special projects/promotions
- Responsible for coordination of Hispanic marketing/promotions/advertising campaigns, as appropriate
- Review focus group results with Client management to help support future direction
- Present copy-testing results to help sell-in creative campaign strategies
- Be familiar with the Client website and all creative at each touchpoint
Media:
- Work with media planning in development of annual media plan, based on reach and frequency goals. Review the plans with Client, in coordination with media planning. Review changes in plans and submit media action request for necessary changes to plan
- Oversee the forecasting and maintenance of fiscal year advertising budgets
- Provide accurate direction to planning and buying groups regarding changes in plans per Client direction, as well as approval of Agency proposals/recommendations
- Request recommendations on media/promotional/sponsorship packages presented by local media stations/groups and follow-up presenting to Client
- Ensure all media projects / buys are implemented in an accurate and timely fashion
- In coordination with media planning, present buy and post-buy recaps to Client
- Work with media planning in identifying new media opportunities
- Contact accounting and buyers regarding past due payment on invoices.
- Oversee provision of monthly media updates, including media budgets and media calendars
- Report / communicate value of media placement to Client
- Ensure that Account Supervisors provide Client with latest media plans and spot TV schedules
- Review media coverage, spill reports, BDI/CDI, Allison Fisher, SWOT Analysis, and demographic/ psychographic trend information for markets
- Be familiar with the television and radio rankers for each market
- Submit request from clients regarding media coverage and spill reports
- Meet with Client to discuss market historical plans, current needs, local business situation, model focus, current media situation and trends, upcoming market events, and merchandising wants
- Discuss value-added merchandising needs with media buyers
Digital/Interactive
- Work with ZIG to develop comprehensive interactive strategy to include web site development, content management and social media
- Identify social marketing opportunities
- Provide new digital media opportunities to enhance the clients awareness and drive sales
Competitive:
- Oversee collection and reporting of all pertinent competitive advertising information to Client (creative, media presence, targeted marketing efforts)
Promotional:
- Brainstorm possible promotions and solutions to market issues
- Identify and evaluate local event promotional opportunities
- Meet with promoter; determine marketing objectives, anticipate results / benefits; review promoter proposal; determine interest; discuss with media planning / obtain evaluation
- Following AS value-evaluation, responsible for submitting worthwhile promotional opportunities for media department evaluation
Strategic Planning
- Review all syndicated research for full understanding of industry and category opportunities
- Proactively recommend research initiatives for better consumer insights
- Ethnography
- Qualitative
- Quantitative
- Provide accurate research insights to enhance annual strategic plan
Other Management Responsibilities:
- Attract new talent. Be constantly alert for prospective employees who have outstanding ability. Help sell the organization as the ultimate advertising agency to work for
- Be a leader and role model for staff, promoting a cohesive team environment
- Train and coach staff, helping them to learn and grow
Required Skills
REQUIREMENTS
- Bachelors Degree in Marketing, Advertising, Communications or relevant, equivalent experience.
- 6+ years experience as an Account Director or Account Supervisor in a full service agency
- Possess a thorough understanding of the overall media environment in addition to the Client(s) industry and business
- A strong account management background, including past experience managing client accounts and supervising account teams
- Proven leadership abilities and managerial experience as a disciplined team leader. Strong coaching and mentoring skills
- Great relationship building qualities
- Experience identifying superior business building opportunities
- Proven ability to manage multiple tasks while working independently
- Strong attention to detail
- A strong sense of urgency and commitment to get the job done quickly and with high quality
- Excellent communication skills, both written and verbal, with people at all levels of an organization
The responsibilities are many, various, and not limited to those written in this document.
Required Experience