All you need to know about Account Strategy

Like Denis, Annabell kindly agreed to share her experience as an Account Strategist at Criteo Germany. Coming from an agency background, she shares how the transition went for her since joining a leader from Adtech. She shares her vision of the industry and the very nature of her job; what makes her like it and thrive. Let's walk in her shoes for a while, shall we?

Can you tell me a little bit about your professional background?  

I've been a senior account strategist at Criteo for two and a half years. Before that, I worked on the agency side; no need to tell you how helpful this knowledge in my current job is! I feel like I understand their world, you know? Their business, needs, and goals. Now, I mostly manage automotive brand accounts in the DACH market.  

Why did you choose Account Strategy? 

I don't know if I chose it. I think it came to me quite naturally. I studied marketing back in school before starting as a Digital Media Planner. From there, I moved on to Account Strategy and a more consultative job. I learned to design and run campaigns before moving to the next level with strategic consulting. Making real connections with different people has always been quite natural for me; that's also why I thrive in this field. 

Is working as an Account Strategist for an agency very different from Criteo?  

Yes. When agencies are your clients, the relationship is quite different. If the relationship is well, there is a lot of empathy, especially in moments of rush like Q4. I believe they sympathize with our situation as they know what it can be like. Here at Criteo, I have many different contact points within the same agency. I deal with the media planner, purchase manager, and so on. Sometimes, it can be challenging to ensure the info circulates among them, but it makes you grow and develop organizational and communication skills, so it's not bad!  

What part of your job do you particularly like?  

I love that you go in-depth and truly embrace the client’s universe. It's what makes my job diverse and fun. You don't just create a relationship; you nurture it and strive to make it thrive in the long run. Another thing I like about Adtech is how dynamic and innovative the market is. There is always something new to discover! If you want to give great recommendations to your client, you need to be curious and open to learning continuously. 

What is mandatory to build trust with your clients?  

To build trust you need two things: transparency and ownership. We must make room for potential blockers or unpredictable incidents. When that happens, instead of wasting your time trying to hide it, the best way is to communicate openly, own up to your mistakes, and go from there to change the course of things. There is no point in denying reality.  

The sooner you accept things the way they are, the faster you'll be able to bounce back and offer a solution. Trust isn't about doing everything 100% perfectly all the time.  

What skills does an Account Strategist need to thrive in our market?  

From technical onboarding to campaign management, consulting, and upselling, Account Strategy is quite multifaceted. Our job is to see the global picture and broaden their horizon, offering different perspectives. To do that, you need to put yourself in their shoes. Cross-team collaboration is also key. To deliver the best proposal, you need to dig in and collect ideas, info, and expertise from many different people. It all boils down to developing your communication skills because, whether with internal or external stakeholders, you will need them.   

Who are your different stakeholders internally?  

I mostly collaborate with the sales team, creative designers, and technical and analytics experts. I couldn't say exactly how many accounts I manage, but between 25 and 30 different ones probably.  

Do you ever get bored with your job? 

Every day feels different. When I go with the sales team for an agency pitch, I often meet new client teams and stakeholders. Sometimes, I'll spend time with more operational experts and work closely with them on campaign setup. As Account Strategists, we deal with various people and tasks, and I believe this keeps you from being bored at work.    

What steps must you follow to start building a relationship with the client?  

Once sales hands the project over to us, we start with the technical onboarding. There we collaborate closely with sales teams who can provide valuable information at this stage. That way, you lay a good foundation right from the beginning. Then, we take over campaign management and follow up with the client. The most important thing is to ask the right questions - the goal, targets, etc. We handle the campaign setup, budget, reporting, and performance analysis from there. It's also important to nurture the relationship outside of work. For instance, we have a party coming up in Dusseldorf where all the agency people are invited to celebrate together. It's always a nice moment to tighten the bonds with your clients in a fun and relaxed way! 

What makes you happy at work?  

I love working with a motivated team and being part of something bigger. Having fun and support from your colleagues is essential to thrive. I have a lot of freedom when managing my clients; there is no micromanagement here, at least from where I stand. One thing that could be optimized, in my opinion, is the face-to-face part. We recently had a team workshop in Munich with my team, where everyone was coming, and we got to know each other. We did some exercises to know our strengths and personality types; it helped me understand my colleagues better. I think it'd be nice to have that regularly.  

What type of working environment do you need to thrive? 

One that allows me to be independent in my work, where there is no micro-management, and where I learn new things regularly. Also, I enjoy the international dimension; it truly opens your mind. So, no need to say why I feel comfortable here! 

Which skills do you need to put yourself in the client's shoes?  

Developing in-depth knowledge about their business is crucial. Having good communication skills and asking the right questions are also important. 

What is the greatest reward for you? 

It might sound a bit cheesy, but when my clients are happy, I am too! When a campaign is performing and their business increases, you can see and measure the impact of your work. It's a great thing to be able to see the concrete results of what you've worked on all this time.  

How is Q4 going? 

It's been very busy! However, I find there is an upside to moments of rush like Q4; it tightens the bonds between colleagues. We support each other as we're all in the same boat.  

Could you share an example of a challenge you had to deal with?  

Once, I was running a campaign for a client that wasn't performing well. When investigating, I found that the technical setup wasn't optimal. The agency hadn't given us all the technical things we needed. I spent time reviewing everything so I could detail the situation to help the client understand everything. Unfortunately, they were neither happy nor open to finding a solution. Instead, they shut down the whole campaign. The agency then requested platform training to understand how we drive the technical implementation, so they could optimize how they onboard clients. Today, we still work closely with them, even if it costs us this one client. We've upgraded the way we collaborate and learn from this experience. There is always something positive to draw out of an unfortunate situation.  

In your opinion, what makes a good Account Strategist? 

Mostly, the ability to take some distance and see the global picture.