WHAT DOES A DIGITAL ACCOUNT MANAGER DO?

Published: Oct 24, 2024 - The Digital Account Manager serves as the primary project manager for digital advertising campaigns, overseeing client relationships, media planning, and performance reporting to ensure strategic alignment and achievement of objectives. This position leverages data-driven insights to optimize advertising spend and campaign performance while leading a team of strategists in both day-to-day operations and broader creative directions. This role coordinates with various internal teams to manage campaign quality assurance, financial reconciliations, and staff development, ensuring all aspects of digital programs surpass client expectations.

A Review of Professional Skills and Functions for Digital Account Manager

1. Digital Account Manager Duties

  • Customer Service Excellence: Provide an exceptional customer experience with the ability to turn a negative into a positive.
  • Collaboration: Liaising with internal teams of expert designers, copywriters, paid media, and web development specialists to implement and deliver successful campaigns.
  • Client Engagement: Confidently discuss digital strategy and performance with clients.
  • Data Analysis: Diving into data and analytics (GA and client CRM) to frequently monitor the business.
  • Client Support: Impact campaigns and answer client questions.
  • Business Acumen: Develop a deep understanding of the client’s business, brand, and goals.
  • Strategic Auditing: Conduct strategy audits to identify further opportunities for clients.
  • Team Management: Manage a team of creative strategists, overseeing the conceptualization and execution of digital advertising campaigns.
  • Performance Enhancement: Conduct creative and copy tests to enhance advertising performance.
  • Fundraising Operations: Work alongside the advertising operations team to drive fundraising efforts through digital campaigns.
  • Targeted Strategy Development: Utilize fundraising and political knowledge to create highly targeted advertising strategies.
  • Content Optimization: Make suggestions for adapting and optimizing digital content on licensee websites as well as respective social media platforms.
  • Event Coordination: Participating in organizing conferences, training sessions, or other cross-border initiatives where digital products are relevant.

2. Digital Account Manager Details

  • Client Onboarding and Relationship Building: On-board new clients and build strong initial relationships
  • Market and Competitor Research: Undertake competitor and keyword research
  • Campaign Management: Oversee campaign setup, content creation, on/off-page optimization
  • Client Communication: Proactively maintain regular contact with clients
  • CRM Management: Maintain accurate client records in CRM system
  • Campaign Review and Client Meetings: Conduct regular “campaign review” meetings with clients
  • Digital Strategy Development: Develop digital marketing strategies and new ideas to improve client campaigns
  • Client Satisfaction Monitoring: Monitor client satisfaction levels and identify “at-risk” accounts
  • Issue Resolution: Help resolve issues or complaints relating to client accounts
  • Sales Support: Assist sales team with identifying and progressing upgrade/cross-sell opportunities
  • Market Strategy Implementation: Work closely with our admissions teams worldwide to identify and implement the best strategies in each market
  • Search & Social Media Campaign Optimization: Develop, execute, analyze, and optimize search engine marketing and social media campaigns.

3. Digital Account Manager Responsibilities

  • Project Management and Client Relations: Act as the project manager for assigned clients, owning the client relationship from top to bottom including the processes and outcomes for creating advertising content and messaging, developing media plans and targeting, and reporting.
  • Performance Measurement and Reporting: Measures and reports the performance of all digital marketing campaigns and assesses against goals for assigned clients.
  • Trend Analysis and Optimization: Identifies trends and insights, and optimizes spend and performance based on the insights.
  • Team Management and Strategic Oversight: Manages a team of advertising strategists working on an assigned set of clients, diving into the day-to-day operations while providing overarching strategic guidance and creative direction so all digital programs are operating successfully.
  • Data Accuracy and Compliance: Works closely with the data team to ensure that all advertising data is accurate and all sourcing requirements are met.
  • Team Development and Training: Develop the expertise of strategists by providing information, educational opportunities, and experiential growth opportunities.
  • Media Planning and Buying: Focus includes but is not limited to planning, reporting, and buying media via social and programmatic channels.
  • Financial Reconciliation: Assists in the financial reconciliation of advertising programs, working collaboratively with the accounting team and partners.
  • Quality Assurance: Manages quality assurance by strategists to ensure creative implementation is in line with established goals/parameters and that strategists can complete assigned tasks in platforms.
  • Invoice Management: Ensures client invoices are going out accurately and promptly, and that media plans match what has been invoiced.
  • Staff Maintenance and Training: Assist in the maintenance of digital advertising staff by recruiting, selecting, orienting, and training employees.
  • Advertising Strategy and Expertise: Utilizes advertising expertise to ensure Break Something is constantly running smart, creative digital programs that exceed our clients' goals.

4. Digital Account Manager Job Summary

  • PPC Management: Manage all existing PPC campaigns within Amazon Advertising and Google Paid Search, including daily to weekly campaign optimizations and client reporting.
  • Strategic Planning: Responsible for the strategy and launch of all new PPC campaigns.
  • Ad Product Development: Create new ad product offerings for clients to leverage, including, but not limited to, paid social, display, email, video, etc.
  • Training and Development: Responsible for training the team on new ad products and training the sales team on key benefits and uses behind each ad product.
  • Client Communication: Work directly with clients and the Account Executive team to answer client questions on digital ad campaigns.
  • Report Proofing: Proof monthly reports provided for accuracy and provide insights when needed from clients.
  • Best Practices Documentation: Record best practices for 3OVO Digital media strategies and execution.
  • UX Collaboration: Collaborate on the improvement and optimization of the UX across the entire customer acquisition journey.
  • Customer Acquisition Testing: Test, track, and implement customer acquisition best practices.
  • Idea Generation: Generate and test ideas quickly, and measure the results qualitatively and quantitatively.
  • Market Awareness: Stay up to date with customer acquisition best practices, with a persistent eye on new channels and competitor techniques.
  • Marketing Strategy: Set marketing plans, KPIs, and strategies with the client to drive key results.
  • Quality Control: Quality control and client satisfaction.
  • Internal Briefing and Negotiation: Brief internal teams and negotiate proposals.

5. Digital Account Manager Accountabilities

  • Client Liaison: Operate as the main point of contact for any and all matters specific to assigned clients, internally and externally.
  • Relationship Building: Cultivate positive, collaborative working relationships with clients through the creation and execution of custom digital strategies.
  • Deliverable Management: Consistently provide clients with deliverables and/or campaign assets on time that meet their goals and expectations.
  • Reporting: Expertly craft and present all-encompassing monthly reports to illustrate campaign success, challenges, or recommendations.
  • Project Management: Seamlessly manage internal client deliverables and project deadlines.
  • Collaboration: Proactively communicate and collaborate with internal team members to execute on client SOWs to meet client KPIs.
  • Strategic Planning: Facilitate and lead all elements of the strategic planning process for client SOWs.
  • Client Development: Participate in prospective client meetings to lead and develop SOW recommendations with cross-functional team members.
  • Audience Mastery: Master client’s target audience and KPIs to make strategic recommendations.
  • Meeting Leadership: Lead all internal and external (client-facing) meetings.
  • Onboarding: Seamlessly guide new clients through our onboarding process.
  • Budget Management: Meet client budgeting and internal commercial targets.
  • Opportunity Identification: Identify and grow commercial opportunities with the client.
Relevant Information
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