Account Manager
Perri is an Account Manager at a Marketing Research Agency where she solves problems for clients on how to grow their brands. She works across a range of industries and businesses with creating solutions and opportunities for brands to unlock their potential.
“I consult clients on capturing opportunities to grow their brands through my research and experience. I’m the point of contact for when anyone at my agency needs something related to the client.”
What an Account Manager at a Marketing Research Agency does
Being an account manager is essentially a project management role which means keeping everything together, scheduling, staying on schedule, executing projects and managing client and supplier relationships. It’s about owning the project, ensuring it’s continuously moving, being organised and knowing what page everyone is on and where everything is located. I’m the point of contact for when anyone at my agency needs something related to the client.
I consult clients on capturing opportunities to grow their brands through my research and experience. For example, if they’re developing a new product idea, I help them discover and identify areas in which they can expand or improve on.
Research is divided into quantitative (quant) and qualitative (qual). After a client briefs my team on their project, I start off by writing a proposal, gathering information and writing questionnaires which are then approved by the client. I also script surveys and run interviews and focus groups to better understand their customers. My day-to-day tasks can vary from fact checking, holding workshops, charting data, photography, listening to a focus group recording and fleshing out quotes, to writing screeners which are a series of questions to see if someone is eligible to participate in a study.
The word ‘account’
Contrary to the more common use of the word ‘account’, account management isn’t necessarily related to finances or managing money. It’s just a fancy word for each project or client. Someone might ask, “Which account are you working on?”, which would mean “What project are you working on?”
Also, the Account Manager role isn’t specific to marketing agencies. It could be the job title for anyone who looks after projects for clients. There could be an account manager at a tech firm looking after a business’ platform and directly solving any issues the business might be having. An account manager could be working at a law firm and managing cases for clients who have outsourced their legal services.
The range of clients
Majority of clients I work with are in the FMCG (Fast-moving consumer goods) industry. I’ve worked on projects involving dairy, baby food and formula, alcohol, fresh food, fast food, snacks, homewares and makeup. That’s the beauty of market research because I get a diverse range of clients from different industries with projects that challenge me. Even though they might have similar questions, I don’t feel confined to one area because the range of products is broad. I get insights to each product type and target market and am able to bring catered solutions specific to each client.
When projects come into fruition
Going through the whole process, the ups and downs and seeing how the end result really matters to the client and being able to help them build and grow their business is what keeps me going. When I get the opportunity to work with new products and then see them on shelves or in ads, it makes me feel a sense of accomplishment knowing that I was a part of making it happen.
Changing paths
I studied a Bachelor of Commerce, majoring in Marketing.
Initially, I studied a Bachelor of International and Global Studies, majoring in Sociology but took a gap year because my family took over a café where I ran its day-to-day operations and back-end finances. When I went back to university, the International Studies degree went through a lot of changes and it was just harder for me to get back into it with the number of credits and subject choices. Those around me had suggested to me to study something that would be easier for me to get a job in and after looking at the majors available, marketing was the only one that I felt was suitable to me.
“If you’re indecisive and unsure about what you’d like to get into, just be curious about anything you learn or hear about and have an open mind. If you have friends who know what they want to do, don’t pressure yourself into figuring it all out in one go.”
Try as many things as you can
Try as many things as you can be exposed to whether it’s an opportunity that comes your way or you seeking it out. If you’re indecisive and unsure about what you’d like to get into, just be curious about anything you learn or hear about and have an open mind. If you have friends who know what they want to do, don’t pressure yourself into figuring it all out in one go. Everyone’s path is different. In high school, I didn’t know what I wanted to study, so I did one degree and then changed to another, it’s never set. There will be changes and challenges along the way. Don’t rush. It’ll come when the time is right and the thing you’re meant to do will eventually click one day.