Sabine Lyon, Senior Account Manager, is part of our Client Services team here at Reckless.
When it comes to Account Management, (or being an AM, as we call it), every day is different. Whether it be writing a proposal, holding a creative meeting, visiting clients, pitching, reporting on campaign metrics or attending events, you can guarantee that no two days are the same.
Sabine has been at Reckless for 18 months and over this period of time, she has developed some great relationships with her clients. With clients ranging from B2B brands such as Horizon Global to travel brands such as Ski Club of Great Britain, Sabine needs specialist knowledge of their individual business, products and services. Having a variety of clients is a great way to build a deep understanding of how businesses work across various sectors.
Let’s not waste any more time as AM time is very precious. Let’s hear from Sabine…
Hey, I’m Sabine and I am originally from Germany and I’m in my 12th year of living in the UK! So, I started as a PPC Executive and changed departments after 10 months to Client Services and have never looked back.
In my spare time, I love spending time with my husband and our beautiful husky girl and travelling the world.
1. Describe your role as a Senior Account Manager?
Being a Senior AM is such a versatile role. First and foremost, we are here to create strong and meaningful relationships with our clients. We have to understand not only our clients and their business (objectives, KPIs, pain points etc) but also their customers. We have to ensure that the work we do satisfies our client’s needs. To do that, we are pretty much in constant communication with our clients, whether it be via email, phone or Slack or our monthly/quarterly meetings. It is up to the AMs to filter all the information that the clients share with us on to our internal teams. In short, AMs are the client here at Reckless. We have their best interest at heart and pass on their ideas, concerns or critique (positive and negative). Client campaigns can touch each part of the business from Design and Development to Digital Marketing and the Strategy team. We consider all information that is presented to us, evaluate it and create strategic plans with our delivery teams. We hold internal meetings where we discuss our clients and their objectives and how we can help them achieve their goals effectively and efficiently. All of this enables us to build successful marketing campaigns and create the perfect website build.
We also ensure that the client knows what we are working on and when. It’s our job to make sure that the work that we have scheduled (with the help of our awesome PM team) gets delivered on time and on budget. In our monthly and quarterly meetings with our clients, we present our campaigns against their objectives. We then discuss the upcoming months and create a new strategy and campaign plans. We as AMs look constantly at new opportunities for our clients. If we can see that there is potential for the client to achieve their goal more quickly, or there is potential to optimise performance by adding another service, we put a proposal together and discuss these options with them. Our amazing delivery teams constantly come up with new ideas on how we can optimise campaigns, so it is up to the AMs to ensure the client knows about all the wonderful things we can help them with.
We also keep our clients up to date on the latest developments in the industry. It could be that a new Google algorithm update has affected their site and we advise them what actions to take. Or we might explain the latest features on Google AdWords, Facebook or Instagram and how we can use them within our campaigns.
2. What attracted you to the role of Senior Account Manager?
I think becoming a Senior AM is a natural progression when you have been in the job for a while. My initial attraction to an AM role started in previous agency when I was working in a PPC role. I felt that internal teams did not communicate enough with each other and didn’t share learning experiences enough. It was my ambition to become the person who could change that. I wanted to help teams share their knowledge so we could deliver the best possible campaigns for our clients and that’s essentially what I do now. There’s also the fact I talk a lot, so hiding away behind a screen looking at AdWords data and writing ad copy, just wasn’t for me. I love talking to our clients and understanding what their business goals. I also love seeing a campaign our team has created achieve great results, this is one of the best things.
3. What does a typical day at Reckless involve?
Wow, what a question! Luckily every single day here is different for me. But the main things are; read and reply to emails, check that everything is running as it should, talk to and update my clients on latest progress, facilitate any of their latest requests and ideas & have internal meetings with the teams to come up with yet another awesome campaign. We also try to find as much time as possible to check that our work is aligned with the client’s strategy to move things forward.
4. As we ask our clients & prospective clients, what’s their challenge, what would you say is the most challenging part of the role?
Managing expectations can be a tough one. Accommodating last-minute client requests can sometimes be difficult. Within the agency, we schedule all client work across departments in advance as much as possible. We hold planning meetings a month in advance – so all of our work is organised. Whilst I always try my hardest to get last minute requests added, there are times where that is simply not possible and that can result in a difficult conversation with the client. Nothing we cannot overcome though!
5. On the flip side of that, what do you see as the most rewarding part of your role?
I have the pleasure of working with incredibly intelligent people who are at the top of their game every day. When I say that, I’m talking about our clients and the internal team. Getting to create successful projects with them is just amazing.
6. What kind of skills do you need to be effective within your role?
I believe I need to be analytical, strategic, highly communicative & empathetic. This all helps to build great relationships with our clients. I would also like to highlight empathy. We have to adapt incredibly quickly to situations and ensure we accommodate changes in business strategy. Seeing the world from the eyes of a client and understanding their worries and ambitions is key for a successful relationship and strategy. A relationship with your client and like any relationship really, you have to work on it & nurture at all times. And in all this, it also helps to have a good sense of humour!
7. If you weren’t an AM, what career path do you think you would be?
Developmental Psychologist or Pediatric nutritionists – I have always loved working with children but somehow I ended up in Marketing.
8. Describe yourself in 3 words.
Bubbly, happy and a bit crazy.
9. Which celebrity or thought leader’s social media profile do you most admire, and why?
Rand Fishkin is one of my absolute heroes. He is the founder of Moz and SparkToro, on his social, he seems incredibly down to earth, very funny and has the loveliest interactions with his wife. He is still super informative and I always feel like I learn something new.
10. Finally, we have to ask this: when you’re really feeling Reckless, what do you think you would do?
Take a sabbatical, sell our house and travel the world with my incredible husband.
If you’re interested in considering bringing on an Agency and looking for the perfect Account Manager, contact us today!