Decrypting the job of a Sales Manager today with Juliane

Let’s conclude the article series which took us behind the scenes of Account Strategy and Sales at Criteo with this great piece by Juliane Tietz, Sales Manager at Criteo Germany. She has a lot of stories to tell about the industry, the nature of sales, and personal/professional growth, so let’s delve into her story! 

The story of how you joined Criteo is an inspiring one... Can you please share it with us?  

Absolutely. My journey to Criteo wasn’t the smoothest, but looking back, it all feels like it was meant to be. After leaving TikTok, I joined another company in the ad-tech space. Unfortunately, that role didn’t work out, and I found myself at a crossroads. It wasn’t the easiest time, but it gave me a chance to pause, reflect, and refocus on what I truly wanted. Interestingly, a few years ago, I had an opportunity to dive into Retail Media, but I decided to go in a different direction at the time. As I watched it evolve and grow into one of the most exciting areas of advertising, I sometimes found myself wondering 'what if.' Joining Criteo now feels like the perfect alignment of timing and opportunity. 

When life gives you lemons, make lemonade, right?  

Exactly! Since starting here in mid-September, I can honestly say I’m thrilled with the decision. I feel energized by the team, the vision, and the work we’re doing to lead in Commerce Media. It’s a reminder that sometimes, even detours can lead you exactly where you’re supposed to be. 

That's great to hear! Can you tell me about your job here, then?  

Of course! I’m part of the Enterprise team, where we focus on managing relationships with the 'Big 10' agencies—global networks like Publicis and WPP. We serve as the primary point of contact for these agencies, acting as both strategic partners and account managers. Our role involves navigating complex agency structures, engaging with stakeholders across multiple levels, and ensuring that Criteo’s solutions are well integrated into their clients’ strategies. A significant part of our work is identifying opportunities to expand the adoption of Retail Media and Commerce Media across their portfolios. We collaborate with Retail Media specialists who connect directly with brands and agencies to scale our offerings, but our team ensures the agencies have the tools, support, and insights they need to succeed. What I love about Criteo is how this role combines account management with a broader business development mindset. It’s not just about maintaining relationships but actively unlocking new opportunities. It’s a unique structure that I haven’t seen at other companies, and it’s incredibly exciting to be a part of. 

Did you have the same position in your previous work experiences?  

Not exactly, but there are parallels. I’ve been in the digital marketing and advertising industry for close to 20 years, starting with online marketing and then expanding into broader digital roles. The first role that closely mirrors what I do now was at Google, where I managed agency relationships, focusing on performance products. Later, I joined TikTok in its early days and played a key role in scaling the business with agencies, helping to establish strong partnerships during a time of rapid growth. Those experiences gave me a deep understanding of the agency landscape and the complexities of navigating these partnerships, which are invaluable in my current role. 

How long have you been in a client-facing role?  

My whole life I've been in sales. Even when I was at school, I worked in fashion sales; first in a department store and later at Jill Sander in sales. So, it was a natural progression, I guess. The sales part came swiftly, but the whole marketing side came a little later. Back when I got out of Uni, I was in sales, but we were missing some marketing outlets like a website and some other tools to sell more efficiently; those were my steps in marketing. Now that I think about it, sales and marketing make sense together. To be good at sales you need to appeal to the right audience, understand people's needs, and connect with them, and marketing plays an important role in making that possible.  

And do you like the marketing part?  

I do, especially in our industry! Things are always evolving, and you must adapt to new industry and marketing trends fast to keep up. For someone like me who's always curious and eager for new challenges, the Adtech industry is perfect! I'm a senior now, so seeing how technology has changed the game in the whole advertising sphere is very impressive. And it's a great game to be a part of! 

There is a common assumption that salespeople are mainly money driven. Is it your driver as well?  

No. I mean it is nice to evolve in a lucrative environment, but what motivates me the most is the human side. I love meeting new people and making genuinely real connections. Also, I enjoy the problem-solving part of the job! Solving challenges and creating new opportunities are my real drivers.  

Do you enjoy the competitive aspect of sales?  

Absolutely, but for me, competition is less about beating others and more about pushing myself to grow and improve. I discovered through tools like CliftonStrengths, where “Competition” is my top strength, that it’s about striving for excellence and using benchmarks to measure progress. It’s not a 'shark' mentality; instead, it’s about creativity, learning, and seeing what I’m capable of achieving. At the same time, I love teamwork and creating environments where people can share, learn, and grow together. Competitiveness, to me, is about collective progress as much as personal growth. It’s incredibly motivating and a great confidence booster when you realize just how far you can go. 

What have you learned by working in sales all those years? 

Resilience, for sure! You must be resilient when working in sales and learn not to take things too personally. If you take agencies, they have so many solicitations that sometimes they forget to answer or call you back. Sometimes it's hard to get feedback but you must persevere. Self-motivation is another one. You must push yourself, be curious about your clients, and keep moving forward, even after a rejection.  

You were talking about making real connections. How do you create a trusting relationship?  

A customer relationship is bilateral, and the client must see you as a real partner. It all boils down to managing expectations and considering each side's needs and possibilities. From where I stand, every person in front of me has a personal goal and to serve them the best way, I must understand them first. It's a "listen first, talk second" combination, asking questions before presenting anything. For a relationship to work, you must be able to put yourself in the client's shoes and understand what they need, the kind of problem they face, their pain points, and so on. Only then can you see if the solution matches. It's important to be humble and authentic. No need to lie! If the solution doesn't fit, sooner or later it will blow the whole partnership up.   

How would you define the mindset of your coworkers at Criteo? 

There is no micro-management here. I have an amazing manager who trusts me and it makes me want to bring my best to the table. It's like we've hired who we think are the best people for the job, so why not trust them? People here are supportive, authentic, and eager to learn from each other. What I particularly like is that it's not about ego or being better than someone else. It's about sharing knowledge and bringing people together to build collective success. Teamwork equals dreamwork, for me at least.  

What about the future of our business? How does the current situation impact you?  

Well, the cake is not getting a lot bigger. It's more about who gets which piece now. Even though it can be frightening, it is also a great opportunity to be creative and reinvent oneself. And this, we know how to do at Criteo! I hate it when there is too much routine or doing things a certain way because that's what we're used to. I need diversity and challenges. I like to look at any challenge from a broad perspective and any crisis can be an opportunity.  

Adapting to change can put pressure on employees. Can it be done in an empathetic way?  

I think so. For me, result-oriented businesses and empathetic management approaches are not a contradiction. If I look at our team, we are all very different in the way we approach things and how we are. This diversity of personalities, experiences, and backgrounds is a true asset when you treat it like that. It is key, from a performance perspective, to listen and make room for diverse thinking and ideas. Empathy is the best way to ensure people feel safe to express their ideas, boosting innovation and performance in the end. We are no numbers. We are humans. If you make people feel valued, you set fertile ground for them to dare, share, and thrive.  

How do you handle the peaks of rush? Do you see them as part of the game? 

It's all about good structure and prioritization. I still make to-do lists in the evening before shutting down my computer. Putting things on paper helps get them out of my head and turn my mind off. It's also about knowing what is urgent and what can be pushed back in time. Sometimes, it's just about powering through, knowing it won't be like that forever. On a more wellbeing-related note, it's key to find rituals that help you unwind. For me, it's walking my dog at lunch break for instance. It keeps me sane! 

Which soft skills did you develop throughout your career in sales? 

Empathy; toward my clients, colleagues, and myself. Strategic thinking; considering things in the long run. Resilience; learning to pick yourself up and go on after you didn't hit your targets. There are some tough times, but overall, it's a lot of fun! 

Any tips or tricks to keep others from damaging their self-esteem?  

It is a question of growth. One day, you finally see the global picture and understand that it is, most of the time, not about you. Keep in mind that there are always many different things at work, whether the external context or internal decisions. So don't jump to conclusions and blame yourself right away. Also, you can always find a sense of accomplishment in other projects. Be proactive, find smaller goals, and celebrate little wins along the way; There is success there too! 

What is the most rewarding when closing a deal?  

To me, it is the sensation that the client has put their trust in me and, by extension, in the company and our solutions. It's an amazing feeling! Building connections - internally and externally - is where I find the strongest sense of purpose in my job. 

Who are your different stakeholders?  

Internally, I wouldn't say everyone, but I do collaborate with many different teams like the technical teams who help us set up the campaigns, and experts on retail media, growth, and agency partners in other countries. Then, you have external stakeholders like agencies or direct clients. Let's just say I meet many different people!  

What kind of workplace do you need to thrive in your job?  

The kind that lets people be who they are, accept differences, and where people know that it is not always the ones you hear the most who do the work. Not everyone is an extrovert and it's important to value all types of personality.  

What makes a good sales manager in your opinion?  

One who is curious about people and loves solving problems, who knows how and when to have fun, and who is authentic.