An account manager should be the lever that sets business processes in motion. They guide the client from the briefing stage to the launch of an advertising project. Like a conductor, they also lead the team. In other words, the account manager acts as a liaison between the client and the company’s specialists. They ensure that projects are delivered on time and with minimal costs.
This role is often taken on by interns with little experience, and within 2-3 years, they become department heads or move to client-side companies. An account manager should have a basic understanding of website development and programming, possess a deep knowledge of design and interfaces, and be familiar with project management methods like Waterfall/Agile. A good specialist approaches their work creatively.
The main responsibilities are twofold:
- Receiving tasks from the client and negotiating with them.
- Communicating with the team and overseeing the process.
On the Client Side
The account specialist conducts negotiations with clients during meetings and conferences. They explain the company’s real capabilities to the client and help draft a realistic project. Their task is to understand the client’s needs. To manage any client effectively, the account manager must have strong communication skills and a solid understanding of the technical aspects of the project. They explain to the client why certain decisions should be made differently than they might expect, in a way that is more practical. In the short term, this may cause dissatisfaction with the team’s actions, but in the long run, through the manager’s persistence, the company gains another loyal client.
Another important aspect of the manager’s role is not losing the client. Often, clients who are unfamiliar with website SEO promotion don’t fully understand what the team has already done and what the results have been. Technical terms mean little to them, so they may feel that the team isn’t making any progress. The account manager clarifies what’s happening so the client can understand the actual scope of work. They provide clear, expert-level answers to help resolve any issues.
On the Team Side
The manager sets deadlines for the team, outlines technical details, and ensures the client’s requirements are met. They make sure the client can’t say, “They promised, but everything got mixed up.” The account specialist monitors processes and is always aware of the current stage of the project and how much time is needed to complete it. They assist in solving problems that arise during execution and maintain constant communication with the client to clarify potential misunderstandings.
The account specialist studies analytics and reports from the team. They implement necessary changes into the project on time. In the client’s eyes, the manager is the company. If they promise to “finish it today” or “solve the problem,” the client will view any mistake as a company-wide issue. Therefore, the account manager must build and maintain the company’s image so that clients are always confident that everything is going according to plan.