Account Manager - Interactive Media
The role of the Account Manager is to develop, maintain and improve relationships with existing clients, ensuring their needs are met, and obtaining repeat business from them.
He or she will usually work closely with Project Managers1 and Producers2 , and may report to senior company managers. The role often overlaps, or may be combined, with that of New Business Developer3.
Account Managers are almost always employed in permanent, rather than freelance, positions.
What is the job?
Account Managers are responsible for managing relationships between the company they work for and its clients. They do this by maintaining day-to-day contact with clients, ensuring that their needs are met and that they receive a high level of customer service.
During projects, the Account Manager will usually liaise between the client and the project team in order to manage expectations, resolve problems, ensure objectives are understood and met, and facilitate approvals.
Account Managers need to be proactive in looking for opportunities to sell further products or services to their clients. They will usually be given sales targets that they are expected to meet or exceed, which can lead to this being be a high-pressure job.
Account Managers will usually be responsible for several client relationships, and will be involved in all of the projects being undertaken for those clients (whereas a Project Manager might only work on one project at a time). In more senior roles, the Account Manager sometimes called Account Director may be overseeing a team of account handlers, other account managers and their customer relationships.
Typical career routes
There are no typical career routes, but Account Managers usually come from a background in marketing or sales, or from other interactive media roles. Several years’ previous experience is usually required, although it may be possible for new entrants to go directly into a junior Account Manager role.
Experience of other markets can be useful – companies targeting a particular industry may look for Account Managers who have previously worked in it. Because it is essential to understand interactive media, some Account Managers will have previously worked in more hands-on roles within the interactive media industry, for example, as a Designer4 or Developer5. The role can start at junior levels and extend to very senior positions.
Essential knowledge and skills
Account Managers need to be able to build and maintain strong business relationships. They need to be self-motivated, reliable, energetic and professional.
They must be able to listen to clients and quickly understand their business and needs, and suggest appropriate products or services for them. A good understanding of different interactive media technologies, their strengths and weaknesses, what they can and cannot do, and the opportunities they present, is essential – Account Managers must understand what they are selling.
They must be comfortable and confident talking with clients and giving presentations. They should be able to generate ideas, spot opportunities, and be persuasive in making suggestions. Strong problem solving skills and diplomacy are important.
Key Skills include:
- excellent Customer service skills;
- good verbal, written and interpersonal communication;
- good presentation skills;
- good business acumen;
- ability to show leadership;
- ability to work under own initiative;
- talent for sales and negotiation;
- willingness to take responsibility;
- ability to manage time, prioritise tasks and work under pressure;
- knowledge of the requirements of the relevant Health and Safety legislation and procedures.
Many Account Managers will be educated to university level, although this is not always necessary – many start at junior levels and learn on-the-job. A qualification in business, marketing, sales, management or a similar subject may be useful, however.
Experience and a thorough understanding of interactive media are essential, so a good portfolio that demonstrates ability and results is important.
Where to go for more information
Skillset is the Sector Skills Council for the audio visual industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Skillset’s website for links to our network of training partners, information about training and access to the comprehensive Skillset/BFI course database. Finally, Skillset Careers is the UK’s only specialist media careers advice service; for detailed media careers information and advice, visit www.skillset.org/careers.
Websites
British Interactive Multimedia Association: www.bima.co.uk/
New Media Knowledge: www.nmk.co.uk
Publications
New Media Age Magazine - New Media Age
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Account Manager - Interactive Media
1 The Project Manager role is about allocating resources to the project, devising and maintaining the schedule and ensuring that key stages and milestones are met on time – in other words, the mechanics of running the project.
2 The Producer role is about ensuring the overall business vision and creative direction for the product are identified and maintained. This role may also be called Project Director, Project Leader, Creative Director etc. and is often merged with Project Manager.
3 The New Business Developer role is about generating business from new customers; by contrast, the Account Manager role is more about maintaining relationships with existing customers.
4 The Designer role is about designing the overall look and feel of the product – at it’s simplest this is a case of visually ‘skinning’ a wire-frame design produced by the Information Architect; in more senior roles, or in smaller teams, the Designer is more likely to be involved with devising interactivity and information flow, hence the roles often overlap or are merged
5 The Developer role is about building the product, typically using authoring tools (e.g. Director, Flash etc.) and/or scripting or mark-up languages (e.g. JavaScript, ActionScript, Lingo, HTML, CSS etc.); by contrast, the Programmer role tends to be more concerned with higher-level coding.
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