What are the responsibilities and job description for the Digital Account Director position at Beacon Healthcare Communications?
Execution:
Strategic thinking:
Creativity:
Leadership/Organization Management:
Internal Communications:
Client Relations:
Business Development:
Skills and Abilities Required:
Computer Equipment and Software Requirements:
Education and Experience:
- Demonstrates understanding of the underlying motivations of customers as well as the various online and offline channels in order to successfully create robust integrated communications plans.
- Approves and oversees all digital program deliverables ensuring that they deliver on-brand, on-strategy and that the client understands the context and rationale
- Champions the user experience throughout the development/implementation process
- Organizes content architecture maps, wireframes, functional prototypes user journey maps and technical specification, documenting as needed.
- Ensures consistent measurement of digital performance metrics and help clients assess ROI
- Drives the strategic planning process, attends, conducts, synthesizes research and learning's about key customers, and utilizes the information to increase the effectiveness of the brand and its communications.
- Successfully integrates in the strategic planning process with the core team to help direct its outcomes
- Conducts social scraping user research
- Conduct usability testing
- Creates and designs new methodologies to further explore underlying customer motivations as it relates to integrated interactive brand communications
- Leads and/or participates in "What if" sessions to explore tactical opportunities
- Shapes the "agency perspective" on how to set up and sell the agency point-of-view and recommendations, especially from the customer need and receptivity angles
Strategic thinking:
- Utilizes solid understanding of the digital marketing and advertising landscapes, spotting emerging trends and technologies and using them to push the innovative thinking of the interactive CRM project
- Continually collect and disseminate market and competitive intelligence
- Demonstrates working knowledge of therapeutic/clinical information of the brand
- Demonstrates working knowledge of legal guidelines
Creativity:
- Ensures that account and client feedback are clearly translated into creative efforts
- Will help drive proactive thinking on our brands, generating "What's Next?" ideas
Leadership/Organization Management:
- Effectively organizes and communicates relevant data to others in a concise manner, drilling down concepts into relevant detail
- Taps into and maximizes internal resources
- Anticipates both internal and client needs in the course of ensuring accurate and timely delivery of projects
- Work in conjunction with account team members to identify & develop relationships with external vendors & freelancers with specialty skills
- Upholds Beacon Agency values and policies promoting a positive culture within the organization
- Demonstrates passion for the brands and our work
Internal Communications:
- Guides multi-disciplinary teams of account and project managers, software engineers, measurement analysts, digital designers and information architects through the concept/sell-in phase of the project, establishing and sustaining the thought leadership and strategy that will guide the outcome.
- Meets with supervisor regularly to discuss opportunities and issues relating to work flow, client expectations, and Beacon internal matters
- Understands/respects the roles of different Beacon departments
- Actively participates in internal meetings sharing knowledge for everyone’s benefit
- Works collaboratively with coworkers and arbitrates conflicts to find genuine, mutually agreeable solutions to cross-functional issues
- Serves as local subject matter expert for interactive projects breaking down and translating strategic interactive CRM information for easy, user-based understanding
Client Relations:
- Acts as client strategic advisor for digital creative solutions, strategy and implementation through projects’ lifecycle using a keen understanding of the client's business and marketing objectives.
- Proactively review the SOWs with clients to ensure that they understand their responsibilities to the success of the project
- Customizes appropriate client capabilities presentations and present them to clients.
- Provides white papers on client relevant topics as needed
- Perceived by client as articulating digital concepts in a clear and compelling way and playing an “active role” identifying any missed digital opportunities to grow client’s business.
- Assist with the generation and validation of proposal & project budgets that are viable and accurate.
- Consistently works and legitimately reports 2000 billable hours per year, even when simultaneously involved in non-billable new business/corporate projects
- Follows Beacon policies designed to manage expenses (use of supplies, etc.)
Business Development:
- Work with the General Manager, Account Teams and New Business Development teams to identify and qualify new business opportunities and to craft strategies and innovative creative solutions that use Digital technologies to solve client challenges.
- Write proposals & segments of integrated proposals explaining Digital and training strategies, creative solutions, tactics and processes in client-appropriate prose.
Skills and Abilities Required:
- Extensive knowledge/experience with a wide array of digital communication methods
- Strong understanding of both technology and technology trends with an ability to incorporate them into implementation
- A passion for relationship marketing / advertising / branding / communications / innovation
- Excellent presentation skills
- Excellent group facilitation skills
- Proven ability to sell and lead the development of successful marketing solutions into senior management
- High energy, creativity, resourcefulness and entrepreneurial spirit
- Ability to work in a team environment
- Strong attention to detail
Self-motivated
Computer Equipment and Software Requirements:
- PC platform
- MS Office tools: Word, Excel, PowerPoint skills
Education and Experience:
- BS/BA degree (marketing, advertising, communications, technology) or equivalent
- MBA or Masters Degree in Marketing/Communications a plus
- 5 yrs experience of digital strategy :in ad agency environment
- 3 yrs experience with healthcare brands
- Prior experience in crafting and leading POVs/analyses/plans
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