Foundational Digital Knowledge

• Digital Ecosystem Basics: Understand the role and function of key digital channels (e.g., search, social, programmatic, video, and display) and how they interconnect within a campaign strategy.
• Audience Targeting & Segmentation: Understand the fundamentals of digital targeting capabilities (like demographic, psychographic, behavioral, and geographic targeting) and how each channel approaches audience segmentation.
• Measurement & KPIs: Familiar with essential digital metrics (e.g., click-through rate, conversion rate, CPA, ROI, ROAS) and how they map to different stages of the marketing funnel. Understand the difference between brand and performance metrics and how these KPIs reflect campaign success.

Platform Proficiency

• Digital Ad Platforms: Familiar and understand capabilities, targeting options, and general pricing models with ad management platforms like Google Ads, Meta Ads Manager, LinkedIn, and DSPs for programmatic buys.
• Analytics Tools: Ability to utilize analytics tools (Google Analytics, Adobe Analytics, or other similar tools) to track and interpret campaign performance data, develop actionable insights and recommendations to optimize strategy
• Social and Content Strategy: Familiar and understand how social media content, influencer marketing, and video play into broader digital strategies, with an understanding of organic versus paid social tactics.

Strategic Planning and Execution Skills

• Budgeting & Media Planning: Basic grasp of digital media buying principles (such as CPM, CPC, and CPA), budgeting, and pacing. This includes understanding how to allocate budgets across digital channels and the factors influencing pricing in different channels.
• Agile Project Management: Adept at managing timelines and workflows, recognizing when to pivot in response to campaign performance, and ensuring efficient collaboration with internal teams to meet deadlines.

Communication and Client Relationship Skills

• Problem-Solving Under Pressure: Digital campaigns can encounter roadblocks—be it budget constraints, platform policy changes, or unexpected results. An account person should be able to troubleshoot and offer quick, strategic solutions to keep campaigns on track.
• Comprehensive knowledge of account service practices including internal and external leadership tasks and responsibilities