A Media Account Manager is a professional who plays a crucial role in managing client relationships and overseeing media campaigns for advertising and marketing agencies. They act as a liaison between clients and internal teams, ensuring effective communication and the successful execution of media strategies. In this blog post, we will describe the primary responsibilities and the most in-demand hard and soft skills for Media Account Managers.

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Main Responsibilities of a Media Account Manager

The following list describes the typical responsibilities of a Media Account Manager:

Analyze

• Analyze campaign data to identify key insights and optimization opportunities.

• Analyze performance and data into recommendations and guidance for future campaigns.

Attend

Attend client meetings and have strong presentation skills to showcase client performance.

Brainstorm

Brainstorm content ideas that would be suitable for client campaigns.

Build

• Build and maintain strong relationships with clients.

• Build internal partnerships and networks quickly to understand who to go to for what.

• Build out the brand division within Mossy Creative, as first hire for this division.

Collaborate with

• Collaborate with clients to identify new business opportunities.

• Collaborate with internal teams to develop effective media campaigns.

• Collaborate with media buyers and planners to ensure seamless execution.

Complete

Complete ownership of your portion of media buying business.

Conduct

• Conduct competitive analysis and benchmarking studies.

• Conduct market research and analyze target audience insights.

• Conduct post-campaign analysis and evaluation.

Continue to

Continue to refine and define our social marketing process.

Coordinate

Coordinate creative assets and materials for media campaigns.

Create

• Create, edit, proof and publish engaging blog posts and newsletters.

• Create engaging content copy for content captions and social posts.

• Create timely and engaging content optimized for each specific platform and intended audience.

• Create weekly and monthly reports, QBR decks and ad-hoc performance analysis.

Deepen

Deepen existing client engagement by serving as the Data Targeting & Measurement consultant.

Develop

• Develop and deliver presentations to clients on media strategies and performance.

• Develop and execute media strategies and plans.

• Develop media schedules and manage campaign timelines.

Enrich

Enrich our culture of uniqueness, inclusivity, and empowerment.

Ensure

• Ensure account optimisation implementations have been completed.

• Ensure campaign executes flawlessly from audience creation to measurement reporting.

• Ensure compliance with legal and ethical standards in media advertising.

Establish

Establish and maintain excellent client relationships.

Evaluate

Evaluate and recommend media channels and platforms.

Exceed

Exceed sales goals by prospecting and selling advertising to a dedicated territory.

Expand

Expand growth through incremental opportunities and referrals for new potential partnerships.

Facilitate

Facilitate communication between clients and internal teams.

Focus on

Focus on managing and growing ConsumerTrack's relationships with top tier publisher partners.

Forecast

Forecast and analyze media spending and return on investment.

Handle

Handle client requests, inquiries, and concerns in a timely manner.

Ideate

Ideate, coordinate and oversee the production of social content plans.

Include

Include accountability for bottom line results each month (revenue, GPM, quality).

Keep

• Keep clients informed about campaign progress and results.

• Keep clients informed of campaign performance and issues, attending client meetings.

Lead

• Lead client meetings including client calls, monthly meetings and QBRs.

• Lead status calls and reporting.

Liaise with

Liaise with Product, Operations, Sales, Tech and Ad-ops Teams in support of company goals.

Maintain

• Maintain accurate records and documentation of client interactions and campaigns.

• Maintain balance between the brand's KPI and our social performance, vision & best practices.

• Maintain client relationships with existing and new advertising partners, media sponsors.

Manage

• Manage and grow social media accounts.

• Manage deliverables across the board.

• Manage, lead, and motivate a team of paid media executives.

• Manage media budgets and allocate funds across different channels.

• Manage relationships with media vendors and partners.

Monitor

• Monitor and manage social media accounts and online presence.

• Monitor and optimize media campaigns for performance and ROI.

• Monitor media industry trends and emerging technologies.

• Monitor sites for customer service opportunities and initiate conversations on behalf of the client.

Negotiate

Negotiate media rates and contracts with vendors and media partners.

Onboard

Onboard new publishers through business development efforts.

Provide

• Provide guidance and mentorship to junior account team members.

• Provide regular campaign performance reports to clients.

• Provide the final presentation of insights and strategic recommendation(s) to clients.

Push

Push forth ideas, identify strategic opportunities and target insights to meet client goals.

Read

Read situational dynamics and responds appropriately.

Run

Run performance-led channel activity to deliver exceptional numbers.

Schedule

Schedule content postings for client postings.

Set

Set and attain reasonable goals and KPIs.

Stay updated on

• Stay updated on industry trends and new media channels.

• Stay updated on media buying and planning best practices.

Understand

• Understand clients' business objectives and marketing goals.

• Understand Facebook Analytics, Pixels, Custom / Look Alike Audiences, Business Ads Manager.

Work with

• Work collaboratively across the agency including with the SEO, Data, Growth team.

• Work to build Client relationships, welcoming challenges and setbacks as opportunities for growth.

• Work to create best in class ways to present data, information and our company to external audiences.

• Work well in team efforts, building trust and respecting boundaries.

• Work with content creators to oversee and produce photo and video shoots for clients.

• Work within the team to develop team documents, processes and procedures – we are a growing company!.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Media Account Manager:

1. Proficiency in media planning and buying tools and platforms.

2. Knowledge of media research and audience measurement methodologies.

3. Experience with digital advertising platforms, such as Google Ads or Facebook Ads Manager.

4. Understanding of programmatic advertising and real-time bidding.

5. Proficiency in using analytics and reporting tools, such as Google Analytics or Adobe Analytics.

6. Knowledge of media negotiation and buying techniques.

7. Familiarity with media planning software and tools.

8. Understanding of media budgeting and financial management.

9. Knowledge of media performance metrics and KPIs.

10. Proficiency in using customer relationship management (CRM) systems.

11. Experience with media tracking and attribution tools.

12. Understanding of search engine optimization (SEO) and search engine marketing (SEM).

13. Familiarity with social media management and analytics platforms.

14. Proficiency in using data visualization tools, such as Tableau or Power BI.

15. Knowledge of media regulations and compliance guidelines.

16. Experience with media research and data analysis.

17. Understanding of media attribution modeling.

18. Proficiency in using project management and collaboration tools.

19. Knowledge of advertising and marketing trends and strategies.

20. Familiarity with content management systems and website analytics.

Most In-demand Soft Skills

The following list describes the most required soft skills of a Media Account Manager:

1. Excellent communication and interpersonal skills.

2. Strong client relationship management abilities.

3. Effective presentation and public speaking skills.

4. Analytical and problem-solving mindset.

5. Ability to work in a fast-paced and deadline-driven environment.

6. Strong organizational and time management skills.

7. Adaptability and flexibility to changing client needs and industry trends.

8. Collaboration and teamwork abilities.

9. Attention to detail and accuracy in campaign management.

10. Strong negotiation and persuasion skills.

Conclusion

Media Account Managers play a pivotal role in driving successful media campaigns and ensuring client satisfaction. By possessing a combination of technical expertise, effective communication skills, and a strategic mindset, these professionals contribute to the achievement of clients' marketing objectives and the growth of advertising and marketing agencies.