What’s a marketing account manager’s role?

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Marketing Account Managers are responsible for developing and implementing marketing programs for specific accounts. They use marketing for many aspects of business, sports, entertainment and politics. The marketing account manager provides a positive angle or concept to the public regarding the account through various media and other tools.

Increasing revenue through sales, support, and engagement is the ultimate goal for marketing managers. Typically, they have a team of employees, each tasked with a specific task toward the end goal. Managers supervise employees and oversee the big picture. Problems and decisions often fall on the shoulders of the marketing account manager.

Job duties are specific to the field. For example, a sports team marketing account manager sends out press releases, organizes press conferences, handles promotional requests, and presents negative media issues, such as questions about a team captain being arrested for drinking and driving. He or she can arrange for team members to train for a day at a local sports camp or sign balls and distribute them at a children’s hospital to promote public goodwill. While each team member has tasks to perform, the marketing account manager directs the program and is accountable for results.

A political marketing account manager coordinates with the candidate’s speechwriters to ensure the candidate’s talking points are geared towards the next audience. He or she will also coordinate press releases that ensure compliance with recent legislation and put the candidate in the most positive light possible. While some of these functions can be performed by team members, the ultimate responsibility rests with the account manager.

The ability to predict is essential to being successful as a marketing account manager. He or she must successfully anticipate future ideas, needs and reactions and be prepared in advance to deal with them. This could mean ordering enough product to last through an event or dealing with passport paperwork so the customer can visit other nations. Knowing what’s ahead and planning for it is the primary responsibility of any marketing account manager.

A marketing degree from a university is usually required. Courses must include economics, advertising, business management and commercial law. Marketing management seminars are a constant in the life of a marketing account manager as he or she must strive to stay abreast of the latest marketing trends.

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