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Senior Account Director

Ref: 07413 | Permanent | London | £53000 - £63000 per Annum

Senior Account Director role – B2B Technology


Main job functions
• Direction and management of account teams to achieve agreed plans and objectives
• Provide quality counsel to clients, establishing a trusted, respectful relationship
• Ultimately accountable for the management of clients, including management of expectations and budget and profitability
• Drive the identification, winning and development of new clients, converting significant revenue-generating opportunities every year – this is the main difference between ADs and SADs:
• Set budgets, update forecasts and manage resources
• Established, productive networks amongst journalists, analysts, industry subject matter experts, event organisers AND potential prospects
• Identification and conversion of revenue-generating opportunities within existing clients
• Create and develop PR programmes and campaigns for new and existing clients
• Provide mentoring support to at least one member of the junior team


Responsibilities
Client consultancy
• Be the recognised ‘go-to` communications expert for clients; develop and maintain long-term client relationships, providing senior level counsel. Start to develop a reputation within this stream sector externally – blogging on third party sites, speaking at events etc.
• Prepare for and lead client meetings
• Develop briefs with clients and offer advice which shows an understanding of both strategic PR and the wider business context
• Formulate PR plans, develop client SLAs and own the delivery of activity
• Understand what success looks like for each client and ensure campaigns and projects are effectively evaluated
• Use insights, sector expertise, knowledge of the marketing mix and creative thinking to suggest innovative approaches to client campaigns and communication challenges
• Lead brainstorms and other creative sessions to ensure client work remains fresh, developing client-facing proposals and plans

Account team leadership
• Independently lead, take overall responsibility and be fully accountable for managing multiple accounts and projects, as well as overseeing day-to-day activity
• Lead by example (get your hands dirty!); motivating and inspiring the team to deliver great work
• Be accountable for both the quality and timely delivery of client work
• Formulate PR programmes and campaigns in partnership with account managers/leaders
• Resolve most client issues, recognising when to escalate to Stream Leader/Director
• Organise client teams effectively and understand the strengths and limitations of team members
• Be accountable for client profitability and financial controls across accounts including invoicing, client time reconciliations and time allocations
• Support and develop account managers and executives
• Demonstrate exemplary copywriting abilities, in terms of adopting clients` tones and messages, firm grasp of language and accuracy in copy
• Lead by example by taking a proactive approach to developing and maintaining key influencer relationships, demonstrating productive relationships and client results

Revenue generation
• Play a leading, active and demonstrable role in helping the stream achieve its revenue targets through the generation of additional revenue
• Independently drive opportunities for organic growth across existing accounts (outside of SLA, including creative ideas)
• Identify and secure multiple new business opportunities via your network
• Effectively develop and lead pitches, proposals and business development meetings
• Lead brainstorms and subsequent development of creative ideas
• Help drive the development and execution of the stream marketing plan

Financial management
• Input timesheets and expenses correctly and on time
• Allocate client hours to team (avoiding over or under servicing client accounts)
• Manage servicing rates to within acceptable boundaries
• Build budgets and costs for work and negotiate with clients and prospects

People management
• Lead, coach and mentor team members, allocating projects or areas of accounts that will develop and stretch them
• Take responsibility for the professional development and well-being of mentees, including conducting effective annual appraisals and effective monthly mentoring programmes
• Be proactive and frank in providing constructive feedback
• Make recommendations for promotions
• Make recommendations for training/development
• Provide formal and informal training sessions across the agency as appropriate

Research & knowledge development
• Consume news and analyst content relevant to clients and their industries daily, demonstrating deep knowledge and sharing relevant items with the account team
• Follow and research industry trends relevant to clients and their industries, demonstrating an understanding of key issues in the creation of client content and proposals
• Demonstrate a strong understanding of marketing mix, particularly the role of PR in relation to other disciplines through consuming appropriate PR/marketing industry content
• Be aware of trends in the Tech and digital PR space and share with client teams as agreed and internally
• Be a proficient user of social media channels, especially Twitter and LinkedIn
• Commit to securing PRCA Continuous Professional Development certification every year
• Regularly attend PR industry and technology-related events, and take other team members

Agency contribution
• Work in tandem with the Stream Leader to assist in the successful, efficient running of the stream, consistently achieving financial targets
• Support recruitment by participating in the interview process, devising test briefs and exercises and providing feedback
• Ensure best practice is shared across client teams and the agency as a whole
• Provide advice and guidance to junior colleagues across the business
• Be an ambassador for our client within the industry

Relevant experience and skills – person specification
• Six years` experience desirable in a related role (PR experience essential – alongside extensive experience in journalism, marketing etc or broader technology roles)
• In-depth understanding and experience of the technology PR landscape and a track record of success working in the broader sector
• Extensive experience of direct client liaison, developing strong working relationships and effective commercial management
• Proven ability in the management of people, creating a team ethic to deliver against client and company goals and of guiding and coaching team members to success
• Proven experience of identifying, pitching for and winning new business, identifying and converting organic opportunities within existing clients
• Demonstrable experience of creating and developing client strategies and creatives, and overseeing their successful execution
• Strong and detailed understanding of the principles of PESO and their effective, balanced execution in a B2B PR and marketing campaign
• Can advise on SEO, social media and digital marketing strategy and tactics with client marketing teams – and lead agency team implementation
• Has a firm understanding of agency financial systems and the impact they have on revenues and agency profitability
• Strong understanding of PR and its role in the overall marketing mix
• Well organised, ambitious and confident
• Excited by technology and the benefits it can deliver
• Has the ability to build rapport quickly – brings a broad range of contacts that can help drive client/business opportunities
• Strong spoken and written communication skills, with excellent spelling and grammar
• Motivated to learn
• Is comfortable, articulate and eloquent in presenting in new business situations
• A successful negotiator
• Willing to promote and follow the workplace values of our client (expert, driven, curious, supportive, genuine)