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Account Director

Hawthorne Advertising

Account Director

Los Angeles, CA
Full Time
Paid
  • Responsibilities

    Reports To: Vice President, Group Account Director

    Profile: Meets the objectives of assigned clients, growing agency revenues for each client, and meeting or exceeding agency profitability goals for each service delivered to clients. Attends to client needs through direct contact and the marshalling of agency resources as the top agency representative on the account.

    Maintains a highly responsive service orientation in all transactions and is knowledgeable in both the client’s business and the agency business. Reviews all key documents before they are delivered to the client, particularly creative approvals, authorizations impacting media budget, monthly invoice and receivables checklists.

    With the support of Hawthorne’s Business Intelligence and Media teams, acts as lead strategist on new media and marketing platforms that will enhance the response and or brand of the campaign, including research tools, brand awareness studies, campaign or creative fatigue, creative revisions and new creative opportunities.

    Qualifications:

    Bachelor’s degree in: Advertising, Marketing, Public Relations, Social Science or Business Administration; an MBA or Master’s degree is a plus.

    Ten years of professional experience with an advertising agency, interactive agency or a large consumer products/services corporation, focusing on account management, integrated marketing programs develop for consumer products, and/or brand management.

    Experience working on a variety of projects spanning multiple industries and brand categories is ideal.

    Firm grounding in marketing thought processes and best practices, and tested experience in development and execution of integrated marketing and creative strategies.

    Familiar with qualitative and quantitative research techniques.

    Familiar with all types of online and new media and with the breadth of traditional media (radio, TV, outdoor, direct mail, print, etc.).

    Experience in Direct Response or Customer Acquisition across various media channels is a plus.

    Deep experience with Direct Response reporting and analysis.

    Familiar with all types of online and new media and with the breadth of traditional media (radio, TV, outdoor, direct mail, print, etc.).

    Experience in marketing a variety of consumer products and services is a plus.

    Intermediate to advanced skills in at least two of the following platforms: Excel, Powerpoint, R, SQL, SPSS or similar statistical software package

    Role Accountabilities

    Proactive, Strategic guide for client

    Client revenue growth, profitability

    Math agency resources, Client needs

    Setting parameters for client

    Responsibilities:

    INTERNAL: An AD ensures that the Agency is providing excellent integrated service to the Client in all key areas: Creative, Production, Media, Research and Account Management.

    Provides Agency leadership with clear direction, strong communication, foresight, and accountability.

    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. This task can be delegated to AS or AE

    Provides overall guidance in Agency profitability.

    Reviews creative strategies, design, copy, media plans and budgets with teams and provides strategic input.

    Reviews campaign conceptual directions to ensure strategic marketing objectives remain in focus.

    Leads account management support staff in the initiation of Client invoicing; monitors finance reports and works with Client to ensure payment of fees and Out of Pocket’s.

    Monitors actuals costs to ensure that commission/fee structure meets Agency profitability standards.

    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 AD 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 Executive team of any potential problems with Client/agency relations.

    Provides strategic guidance and business leadership to grow scope of services and annual revenues for new and existing Clients.

    Organizes, gathers/distributes information for, and leads Client Onboarding Meetings, Insight Meetings and Creative Briefings.

    Writes Insight Meeting notes, Strategic/Creative/Media Briefs, campaign communications, Post-Mortems, Campaign Lessons and Case Studies.

    Fills out Offer Grids and proformas, as necessary.

    Creates and executes direct or brand response campaigns designed to increase revenue across all mediums.

    Measures campaign by monitoring media plans.

    Works with account supervisor and media buying staff to optimize 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.

    Maintains database of competitive tactics that drive unique differentiation and reinforce exclusive benefits.

    Oversees the writing of Client contracts and scopes, procures Client approvals on scope documents and manages projects within parameters of scope.

    In coordination with Creatives and Account Supervisors, 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: An AD develops advertising campaign strategy to support the development of creative and media plans that 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.

    Assesses a Client’s market situation.

    Reviews campaign performance, identifies emerging market opportunities or business threats.

    Considers the consumer’s perspective and provides insight into how to talk to the consumer and what to say to them.

    Recommends and facilitates focus group sessions or online surveys with target market.

    Develops, manages, refines and owns the advertising strategy for Clients across multiple channels.

    Communicates that strategy to Creative, Production, Media Services, Data Sciences, IS and Account team.

    With support of Hawthorne’s Business Intelligence and Data Science departments, Identifies and clearly outlines campaign data objectives, data requirements and learnings prior to campaign launch and throughout campaign with Account team and Client.

    Reviews web attribution baseline response and provides directive 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.

    Lead new business pitches and opportunities to bring new Clients aboard.

    Keeps apprised of all relevant Client, industry and market research developments.