Reports To: Vice President / Account Director
Profile: The Account Supervisor (AS) ensures that client needs are met by monitoring and guiding the activities of Account Executive as well as key dependent departments (media buying, media operations, creative and production, etc.), and by maintaining an effective level of direct contact with clients. The account supervisor shares with the Account Director final responsibility for the account’s growth and profitability, and the development of the Account Executive.
Maintains a highly-responsive service orientation in all transactions and is knowledgeable in both the client’s business and the agency business. AS reviews all key documents and deliverables before they are delivered to the client, particularly creative approvals, and authorizations impacting media budget, monthly invoice and receivables checklists.
AS also acts as lead strategist, with the support of Agency Media Planning and Business Intelligence departments, on new media and marketing platforms that will enhance the response and/or brand goals of the campaign, including advertising platforms, research tools, brand awareness studies, campaign or creative fatigue, creative revisions and new creative opportunities.
Bachelor degree, with an emphasis in Advertising or Marketing preferred.
At least 5 years of agency or client experience required.
Experienced in Direct Response Marketing- direct mail, direct TV, broadcast and digital.
Intermediate to advanced skills in at least two of the following platforms: Excel, Powerpoint, R, SQL, SPSS or similar statistical software package
Lead strategist (with Account Director, planner) for client media, creative needs
Lead on providing responsive client communication
Lead the development of client deliverables--plans, reports, wrap-ups
Procures for clients excellent service from Agency teams
INTERNAL: An AS ensures that the Agency is providing excellent integrated service to the Client in all key areas: Creative, Production, Media, Research and Account Management.
Documents client deliverables, activity and feedback to the Hawthorne Leadership and other teams, and writes conference reports to Clients within one business day for all Client conference calls, emails, communications and meetings.
Provides strategic guidance for and works with appropriate agency staff on creative and media strategies; reporting/analytics projects to yield insights important for client retention
Reviews all design and copy; media plans and budgets; reporting and analytics deliverables with appropriate internal teams.
Initiates Client invoicing, monitors finance reports and works with Client and Hawthorne Accounting department to ensure payment of fees and OOPs.
Writes and delivers Sr. AE and AE performance reviews
Represents the agency at industry functions—promotes the agency at every opportunity.
Continuously works to upgrade knowledge and skills through available reading, courses and seminars.
CLIENTS:An AS understands the Client’s business drivers, structure and strategy and seeks opportunities to help Client compete, differentiate and succeed.
Manages Client relationships.
Ensures that relationships with all assigned Clients are positive and stable and immediately informs Account Director, Group Account Director and Executive team of any potential problems with Client/agency relations.
Presents strategic guidance and business leadership to grow scope of services and annual revenues for new and existing Clients.
Writes Insight Meeting notes, Strategic/Creative/Media Briefs, campaign communications, Post-Mortems, Campaign Lessons and Case Studies.
Fills out Offer Grids as necessary.
Optimizes direct or brand response campaigns in line with KPIs agreed upon with clients.
Measures campaign by monitoring media plans.
Optimizes media plans to drive the highest return on investment:
Learns about the Client’s business and gathers conversion data to continually optimize the campaign;
Offers recommendations for additive elements (additional spots), incremental media or all new campaigns for other products and services.
Monitors clients’ competitors’ messaging and positioning to insure our clients’ messaging and positioning is centered on unique points of differentiation that reinforce exclusive benefits and features.
In coordination with Creative team, Media Planning, Business Intelligence and Account Director, presents and effectively sells communications plans, concepts, media and digital marketing plans to Clients.
Presents new business growth opportunities to existing Clients and plays a leading role in their development.
Prepares periodic overviews of Client’s current activities, revenue forecasts, plus plans for future development of accounts.
Builds relationships with senior Client personnel.
STRATEGY:In conjunction with and receiving support from Agency Media Planning and Business Intelligenceteams, as well as the Account Director, AS develops advertising campaign strategy to support the development of creative and media plansthat will increase Client’s success.
Gathers, organizes and analyzes research: consumer psychology and behavior, brand-sales history, competitive sales and customer information, consumer demographics, industry and competitive trends, STEEP factors (Social, Technological, Economical, Environmental, and Political).
Assesses a Client’s market situation.
Reviews campaign performance, identifies emerging market opportunities or business threats.
Recommends and facilitates focus group sessions or online surveys with target market.
Develops, manages, and refines the advertising strategy for Clients across multiple channels.
Communicates that strategy to Creative, Production, Media Services, Data Sciences, IS and Account teams.
Identifies and clearly outlines campaign data objectives, data requirements and learnings prior to campaign launch and throughout campaign with Account team and Client.
Gains understanding of a client’s entire marketing portfolio and, with support of Agency Business Intelligence and Account Director, recommends analytic approaches to create an integrated, multi-channel view of client results
Supports Account Director as needed in these key attribution duties:
Reviews web attribution baseline response, as determined by IS and Data Science and provides direction for IS and Data Science to ensure proper response curves and attribution is being executed at campaign launch.
Communicates monthly with IS and Data Science teams to ensure web attribution models are effective and communicate any Client concerns or revisions needed with IS and Data Science teams.
Keeps apprised of all relevant Client, industry and market research developments.