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LEWIS

Date

3/3/2020

Region

US

Office

Boston, United States

Department

Analytics, Digital, Strategy

Digital Marketing Director


About LEWIS

The company is an integrated communications agency that has gone from start-up to multi-national in a little over two decades. The company now rank in the top 40 agencies worldwide with 29 offices, 550 employees and revenue of $64m. Its success is due to a combination of factors: talented people delivering award winning campaigns; expanding client relationships into new markets or services; making strategic acquisitions. Its people, agency and campaigns have won many prestigious awards in the last 18 months including Cannes Lions, Holmes Report, ICCO, PRCA.  

Central to the growth has been the policy of reinvestment, with the majority of profits returning to the company to propel development. This is possible because the company is independently owned. 

What we look for in our people

Agile, bold, collaborative, inquisitive and spirited. These are the values sought in every person at LEWIS. As the company evolves, grows and expands, it wants people who recognize the need to think differently. To understand the full marketing communications mix, even if a specialist in a particular aspect. We want all our people, whether a paid media specialist or media strategist, graphic designer or analytics manager to have an appreciation of the wide and deep capabilities available to clients that work with LEWIS. Our people need to be agile to opportunities; bold in their approach; collaborate with colleagues across different services or offices to deliver amazing work; keep learning and challenging the norm; be spirited and committed to develop themselves, their colleagues and the agency.

Purpose of the role

The Digital Account Director is a senior and creative client-facing position providing leadership to a team of account executives and account managers. This person will work with the Head of Clients Services and the management team to ensure that the division delivers a creative and forward-thinking client service. They are responsible for meeting client expectations and ensuring the client is kept fully up to date with critical activity on the account. In addition they are responsible for developing that relationship by identifying and selling additional services, thereby impacting revenues and income. 

Key responsibilities and tasks

Client management

  • Engage in and ensures a positive relationship with the client, providing insight and partnership across all aspects of the marketing and communications spectrum
  • Understand the essential dynamics, strategies and drivers of the client’s business by staying abreast of their industry’s trends
  • Proactive in putting forward new ideas, finding solutions to client’s business needs, contextualized through the monitoring of competitive activity/industry trends and bringing fresh digital thinking and innovation
  • Work closely with the client and Head of Client Services to regularly review account performance, and to set objectives for continual improvement and growth
  • Translates client requirements into inspiring project/creative briefs that convey the critical elements including objectives, strategies, target audience insights, background and executional considerations etc.
  • Responsible for upholding excellence in delivery and client communication at all levels; defines and achieves KPIs, deadlines and service agreements (as applicable) for tactical engagements and larger integrated end-to-end solutions
  • Responsible for ensuring effective budget management, account profitability and optimizing the impact of revenues on the business
  • Deliver an added-value consultancy and works closely with clients to deliver campaigns, services and products across traditional and emerging communications channels, including digital
  • Assist with the new business process in collaboration with the Head of Clients Services and Business Development Director, making key decisions and playing a crucial role in selling LEWIS credentials throughout the tender process

Digital and Brand

  • Work collaboratively with the internal teams to increase the utilization and selling of digital services
  • Works with the Head of Client Service to identify opportunities within existing accounts and to propose, plan and pitch compelling ideas and strategies to generate new revenue streams
  • Leads the planning, implementation and maintenance/optimization of impactful insight-driven digital experiences for LEWIS clients – from single discipline executions through to multi-channel programs 
  • Measure client growth and impact across the full spectrum of social media channels including, but not limited to, Twitter, Facebook, LinkedIn, YouTube and Instagram
  • Acts as a liaison to, and conduit between, cross-functional teams and external stakeholders – including creative, development and project management resources – to ensure client satisfaction, retention, quality of service, and achievement of KPIs for the work tasked to deliver
  • Use social listening tools and analytical services to generate insight, fuel social conversation and maximize SEO activity
  • Support training for PR professionals and the support teams to develop their digital and social media skills
  • Stays up to date on best practices, techniques and current trends on digital marketing and measurement
  • Continually shares knowledge with team to enhance the collective knowledge
  • Uses appropriate analytical tools to interrogate user behavior and content consumption habits and leverages these insights to provide informed recommendations to client for campaign optimization

Team working and development

  • Support overall team leadership alongside the Head of Clients Services, taking responsibility for members of the account team, including coaching, supervision, assessment and reviews of team members
  • Set team objectives on a weekly, monthly, quarterly and annual basis
  • Define deliverable client objectives and sets standards of excellence for all client activity, driving commitment from all levels of the team
  • Monitor team activity levels against budget, increasing fees and negotiating with clients and suppliers where necessary
  • Play a leading role in the new business process, project managing pitch teams and delivering credible solutions to new business challenges
  • Act as leader in guiding colleagues on how to best manage campaigns and projects
  • Act as a respected line manager, working closely with line reports to maximize strengths, improve weaknesses and support career development

Reporting and analysis

  • Ensure profitability on all accounts and effectively manages budgets
  • Understand and maximizes the impact of client revenues on the business
  • Communicate account performance internally and provide strategic advice to the client based on measurable analysis
  • Monitor and report back on account KPIs and ensure accurate reporting by junior team members
  • Provide detailed reports to the senior management team on request (account reviews) and provides strategic advice to the client based on measurable analytics 

General

  • Run and supports training sessions, with a view to maximizing opportunities to expand team skills and grow revenues
  • Take a proactive role in promoting the LEWIS brand, its identity, values and work
  • Support the HR / talent team by promoting both internal and external opportunities at LEWIS across social media and via the referral scheme
  • Overall, be a guardian of best marketing practice

About you

  • Highly commercial with strong client consultancy skills gained in a digital agency environment
  • Well versed in social media and the integration of digital marketing into the PR landscape 
  • Experience in running both paid and organic social campaigns
  • Some experience with SEO/SEM strategy desired but not essential 
  • A track record of retention and the profitable growth of existing accounts
  • Considered, assertive and influential; a strong leader with the skills and aptitude to develop and motivate a team
  • Able to provide consultancy on PR requirements as well as broader marketing strategy
  • Demonstrable success at securing new business and increasing client revenues
  • Ability to troubleshoot team and client problem areas – and suggest a remedial course of action
  • Is independent and has proven abilities in managing multiple internal and external priorities in an entrepreneurial, fast-paced and deadline-driven environment
  • Creative thinking and an open minded approach
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