Discussion on our site: Interview conducted with Natalia Haligowska, holding the position of Account Director
In the dynamic world of advertising, Account and Project Managers working with large B2B brands are no longer just task managers. They have evolved into strategic partners, combining business acumen, technical expertise, and interpersonal skills to deliver complex B2B projects successfully.
Each new Project Manager (PM) is paired with a Buddy for a smooth integration into the organization. This mentorship program ensures a seamless transition, allowing the new PM to quickly adapt to the agency's unique culture and processes.
The agency's values are not just words on a wall; they are translated into practical, measurable behaviours and embedded into yearly Key Performance Indicators (KPIs). This approach ensures that everyone, from the newest PM to the most experienced, understands and upholds the agency's values.
The agency leaves room for adaptation to fit each client's needs while maintaining consistency in quality standards and values. A quick "previously on..." recap is given at the start of each meeting to ensure everyone is aligned from the start. This practice keeps the team focused and ensures that no crucial information is overlooked.
The Knowledge Hub serves as the single source of truth for all PM-related questions. All PMs work from the same set of core processes, templates, and reporting standards, stored in this centralised repository. This consistency ensures that each project feels unique to the client, but the quality standards and values behind it remain consistent across the agency.
Proficiency in data analysis, including media metrics and KPI forecasting, is essential for PMs. They are expected to derive actionable insights and guide decision-making based on these analyses. A strong grasp of market dynamics and industry-specific processes is required to identify opportunities and risks in a complex B2B environment.
PMs are also expected to have a creative technology mindset, such as applying AI solutions or leveraging advanced ad tech platforms, to enhance campaign effectiveness and operational efficiency. They are great consultants who solve client problems and fulfill their needs, serving as trusted advisors who anticipate and address client issues.
Knowledge-sharing sessions are implemented to spread best practices organically across teams. Regular cross-project reviews, 1:1 meetings, feedback sessions, and structured review points are used to maintain alignment. Sharing meeting notes with the client after each discussion and ensuring agreement on what was decided is a practice followed to keep the client informed and engaged.
Regular short touch-base meetings are beneficial in keeping the client close to the project team without slipping into micromanagement. These meetings are not scheduled weekly by default, but rather planned recurring sessions for the entire project.
The agency has a one-month onboarding program for new joiners to learn about processes, values, and quality standards. This comprehensive introduction ensures that new PMs hit the ground running and can contribute effectively from day one.
In conclusion, the roles of Account and Project Managers in large B2B brands have evolved to encompass strategic thinking, data analysis, creativity in technology, client problem-solving and consulting, understanding of market trends, project and stakeholder management, communication and relationship-building, and analytical and critical thinking. These capabilities reflect an evolution of these roles beyond traditional task management toward being strategic partners who deliver complex B2B projects successfully.
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