Behind the scenes of Account Strategy at Criteo

Ever wondered what being an Account Strategist in Adtech is like? In this article, Denis takes us through his day-to-day and talks about career opportunities, tips on customer relationships, innovation, and much more. Keep reading to go behind the scenes! 

Nice to meet you, Denis. How are you? 

I'm good, thanks! Yesterday, it snowed for the first time of the year here in Dusseldorf.  

Great! So, let's start by talking a bit about you if you don't mind.  

Sure! I come from an agency background. Over the years, I've had the opportunity to collaborate with several clients from FMCG brands to highly performance-driven businesses. I have specialized in digital media to help clients optimize their media strategies and drive more impactful results. Working with agencies has allowed me to develop a deep understanding of brand building and performance marketing; this knowledge has allowed me to bring a well-rounded perspective to my current role as a Senior Account Strategist at Criteo. 

What does your job entail? 

In a nutshell, my role is to foster and nurture good relationships with existing clients to help them grow and stabilize their businesses with the help of digital advertisement in the long run. Here, I only work with agency clients, not direct clients, as many large corporate brands already collaborate with agencies to plan their media strategies and handle campaign management. My job connects data-driven insights with creativity and relationship-building to help them run their campaigns as smoothly as possible. 

And how do you do that? 

From campaign recommendations to strategic and technical input, I support agencies with their clients so they can manage campaigns more efficiently and drive better results for the brands. It's key for us to have a smooth relationship with agencies so they can build a trusting partnership with the brands. 

Why choose a career in account strategy?  

What I love the most is getting to know my clients in-depth; their brand DNA, company values, challenges, market and industry, etc. I enjoy the consulting part, including checking and analyzing campaigns to give relevant input and recommendations. Sales lay the foundation of the customer relationship, and we're in charge of building it through time. They create it, we preserve it. Once they have signed a client, there comes technical onboarding, upselling, or cross-selling, and this is our job. 

What do you love most about your job?  

I love collecting and analyzing data to drive better insights. I enjoy that we can be creative and, also, the relationship-building part. My job here allows me to combine my expertise in digital media with strategic thinking to deliver value to the clients; I find it super interesting! 

Is it exciting to work in Adtech?  

Yes! Adtech is such a dynamic industry; it is a real plus when dealing with existing businesses. You can't get bored because the landscape is constantly shifting with advancements in technology or changes in consumer behavior, which means there is always something new to learn and adapt to. At Criteo, I feel like I am at the forefront of innovation, learning about cutting-edge technology and seeing the concrete impact of my work for clients.   

What makes tech an interesting industry for your clients? 

Adtech is exciting! It offers powerful tools to connect with audiences more qualitatively than before. You can harness big amounts of data to deliver personalized and relevant messages at a scale. Clients can use ad tech for different industries and purposes, achieving many different objectives, from increasing brand awareness to driving performance and sales. To me, it allows our clients to engage with their audiences in more authentic and effective ways, creating seamless user experiences for everyone and not just simple advertising. 

Talking about your clients, how do you partner with them?  

The core of my job is to build strong trust-based relationships with our clients. So first, I need to learn about them. I work closely with them to ensure I understand their unique goals and specific challenges. It's essential to make sure we are aligned every step of the way and that's why I implement regular check-ins via calls or in-person meetings. Informal get-togethers also help strengthen the partnership. To enhance trust, you must foster a collaboration based on open communication and transparency.  

Over the years, Criteo has moved from a single-product strategy to a more consultative business. How does this evolution impact you? 

I see it as a great sign that we know how to reinvent ourselves considering we are in an industry as dynamic as Adtech. In our industry, the landscape is constantly shifting due to legal regulations, economic context, technology updates, and changes in consumer behaviors. I guess it depends on your personality, but I find adding new solutions to our portfolio and evolving alongside the market to be quite exciting. Standing at the crossroads between technology, strategy, and creativity is what inspires me every day.   

Any tricks up your sleeve to create a trusting relationship with a client? 

To understand what matters the most to them, you need to maintain contact to know how your client’s goals, challenges, and priorities evolve. Regular check-ins are important, whether to talk about successes or areas for improvement. In my opinion, transparency is the key ingredient to a relationship that thrives in business as in life. So, be honest about campaign performances, budget recommendations, and so on. It’s what builds trust. Consistency also plays a significant role, so don’t forget to make time to deliver updates and proactive insights regularly. It demonstrates reliability. The last thing I encourage you to do is to meet in person. Even though the digitalized environment we’re in provides other opportunities, it’s important to preserve human contact. It adds a personal touch, deepens the connection, and shows you’re invested. It also creates opportunities for more meaningful conversations.  

How would you define the “Account Strategist” mindset at Criteo?  

Our approach is very client-centered and focused. We’re proactive and highly adaptable as we are surfing the constantly evolving tech industry. I would define our approach as collective and collaborative. We care to be solution-oriented and often turn to our clients or other internal teams to co-create the best solution.  

And who are your different stakeholders? 

Externally, it’s pretty much agencies and clients only. Internally, it depends on the project, but I work with a lot of different departments; creative unit, technical solutions, finance, sales, etc.  

What about your work-life balance?  

I enjoy our flexibility of work, especially since I like working from home. To be honest, I feel I get more work done more efficiently when working from home. However, since the team in Dusseldorf started to grow, we’ve been meeting once or twice a week in our co-working space, and it’s great! I think our flexible approach to working at Criteo is a great asset, especially now that so many other companies encourage a return to the office.  

Do you travel a lot for your job?  

Not that much, no. I can do many follow-ups online and we have the big six agencies based in Dusseldorf, so when I travel, it is mostly in the area close to me. 

What kind of workplace is right for you?  

I thrive in a collaborative and supportive environment where open communication is encouraged. I value a culture that fosters ongoing learning, promotes adaptability, and provides access to tools and technology. It’s a great asset that our tools are continuously updated, improved, and adapted to the latest trends and developments. And, of course, having flexibility and a healthy work-life balance. By promoting well-being at work, you nurture motivation. I feel lucky at Criteo as I feel surrounded by amazing, friendly, and talented colleagues. You’ll always find someone ready to lend you a helping hand here.  

Where do you find a sense of variety in your job?  

I find it in our client's portfolio, goals, and projects. Every client requires a tailored strategy and solution. So, whether it's optimizing the campaigns, experimenting with new features, or adjusting to the latest market trends, you must often stir your imagination and peak each other's brains. Constantly updating our technologies to industry trends means that you come up with fresh ideas, which keeps our partnerships with clients dynamic and exciting. In this digital landscape, we’re always on the move.  

Which skills have you gotten from your experience in Account Strategy? 

I believe those years have taught me self-motivation and also sharpened my ability to think quicker, communicate better, and work autonomously.  

Any tips to give to an Account Strategist starting on?  

Account Strategy is about building client success in the long run. To achieve that you need transparency above all else. Whether it's about campaign performances, budget adjustments, or industry debt trends, you need to be honest and provide data-driven recommendations. This is how you build credibility and help your clients feel confident in their decisions. 

Who would you encourage to join Criteo? 

If you are looking for a role combining strategic thinking, client collaboration, and opportunities to drive impactful results thanks to the latest cutting-edge technology, you've come to the right place!  

To conclude, could you name three things to thrive as an Account Strategist at Criteo?

It’s all about embracing change and development. If you are curious about innovation, need continuous learning, and love managing a diverse portfolio of clients, chances are you’ll be happy here!