The Account Director (AD) will head up a team of account management and creative staff, responsible for delivering a comprehensive, solution-driven range of ATL and BTL programmes to a prestige manufacturer’s own retail division in London, Birmingham and Manchester.
The Account Director will take full responsibility for delivery of services to this client, focusing 100% of their time. This would include overall responsibility for all client liaison in conjunction with the team; devising short and long term strategies for ATL and BTL application and responding to all ad hoc client needs.
The AD will oversee client-facing account management staff who will be in constant contact with dealerships in their respective regions, including their workloads and closely managed KPIs. In addition the AD will take primary account responsibility for one region and/or a specialist network of used car dealerships. The AD will oversee the effective delivery of all creative solutions, both strategic and tactical, which includes full management of a dedicated creative resource on the account.
The AD would answer directly into the managing director as a key member of the senior management team, and be expected to contribute to the systems and processes that are key to the agency’s overall success. However, it should also be stressed that this is a ‘hands on role’ and, along with management of strategy and staff, the AD would need to be a ‘productive’ member of the team, leading by example and demonstrating the highest standards within his/her own work.
The AD will have first hand and substantial experience of the automotive retail industry, and be fully able to maximise on his/her expertise in a dynamic marketing environment.
The AD will also ideally bring experience of working on a range of clients and media environments, in recognition that this provides a depth of experience, creativity and the ability to think laterally, transferring ideas and drawing on experience gained outside of the automotive industry, although experience of the latter is vital.
• Ability to devise campaign and relevant creative solutions, to run across dealer/territory
• Copywriting skills
• Ability to work creatively in co-operation with the design team
• Understanding of all marketing and media disciplines, including print and broadcast advertising, print, online/electronic media, media buying, DM, PR
• Innate understanding of automotive retailing, processes and systems: issues attached to new and used car sales and relationship with aftersales, parts and bodyshop; understanding of relationship between manufacturer and retailer, fixed and variable margin schemes, F&I products
• Understanding of public/consumer influences on motor retailing, as well as those attached to corporate/fleet and business users
Key requirements of the AD candidates include the following:
• First class understanding of automotive and retail industry
• Ability to work under pressure and in a highly time-sensitive environment
• Excellent writing skills. This includes writing materials from press releases to proposals, and the eventual appointee would also be expected to contribute to ad copy, DM, electronic communications such as e shots, e-zines etc. An excellent understanding of grammar, extreme accuracy and proof reading skills are vital, as is the ability to mentor (including proofing and amending) the writing of other team members
• Recognition that the role is not 9-5 and will require some UK travel including overnight
• Strong team management and mentoring skills. The candidate must have the maturity, sense of humour and proven skills to immediately establish themselves as a senior manager, with both the various client contacts, at all levels, and other staff
• A highly creative and lateral approach to producing innovative yet pragmatic solutions to challenging automotive retail marketing objectives
• The successful candidate will have a firm grasp of managing budgets and administering financial controls.
• Candidates must live within reasonable commuting distance of Milton Keynes, and hold full, current driving licences
Candidates should be capable of providing descriptions/examples of relevant client campaigns and programmes that they have managed.
Prospective candidates should be worldly and mature, yet dynamic with the ability to fit into a wide range of client environments. They will be expected to ‘think on their feet’ – if posed with a hypothetical client’s objective at interview, much as a client might at a meeting, they would be expected to communicate their immediate thoughts or ask further questions, in order to pose possible ideas or activities that might be proposed in answer to that client’s objective.
Candidates will innately demonstrate their creative, personal presentation and communication skills during the interview, including the ability to present clear and logical rationales; demonstrate tact and diplomacy during discussion; and both information-gather and sell themselves in an engaging and likeable manner.