New Role of “Account Strategy Director” at Anicca Digital (Based in Leicester)

Summary of the role

The Strategic Account Director will be responsible for the development of integrated multi-channel account strategies, which will be required to win and retain larger and hero clients; by solving their commercial problems (and to hit the agreed account KPI.)

You will need to work with the other technical specialists and managers to:

  • Audit, review and provide consultancy to prospects and existing clients, regarding their current marketing activities (as compared to their competitors)
  • Develop a new integrated and cross-channel digital marketing strategy, to achieve their growth and other (commercial) targets.


  • Overall accountability to win and retain larger / hero clients; by solving their commercial problems via the development (and delivery) of integrated multi-channel account strategies
  • Researching and auditing the status of potential clients within our target sectors or industries (to feed into sales team)
  • Working with BD to hit sales targets, by pitching and winning larger and hero client (including RFP and tenders)
  • Working with our technical specialists to solve prospects or clients’ commercial problems; by developing the technical and creative aspects of integrated campaigns, across all stages of the user’s journey and delivery across multi-channels
  • Working with client services to grow revenue from existing clients, by running client reviews and proposing new strategies
  • Ambassador for Anicca. Improve external credibility – case studies, awards, writing, external speaking at conferences

Your responsibilities

Business development and client account management

  • Contribute or produce proposals (for new and existing clients) and participate in pitching and other aspects of the business development process
  • Contribute to key client reviews with a proactive approach to identify opportunities for account growth
  • When required, analyse websites and marketing activities in line with the clients KPI’s and produce campaign performance reports for internal account managers and external client review

Technical expertise, thought-leadership, team development and support

  • You should be a thought leader in one or more digital marketing fields and you will need to work confidently with other technical specialists and heads of department
  • Keeping up-to-date with the latest digital marketing techniques and best practice and contributing to our technical innovation group (TIG)
  • Provide leadership on the implementation of account strategies and the testing of new digital marketing channels

Contribution to the marketing of Anicca brand and services

  • We would invite you to join the marketing team that runs the Anicca marketing for the business
  • You would use your extensive experience to help with developing and marketing our services, particularly to larger / hero clients. This would include (but is not limited to):

o  Understanding/predicting customer needs

o  Evolving our proposition and service offering to meet these needs

o  Identifying hero and potential clients within our target sectors

o  Working with the rest of the marketing team to recommend marketing strategies for Anicca to use to target these hero clients

  • As an ambassador for Anicca and a senior member of the team, you would be involved in practical marketing activities, such as presenting at our weekly webinars, speaking at our conferences, participating in other external conferences and exhibitions where appropriate

Participation in the senior management team (SMT) and career path

Depending on your level of experience and performance against your OKRs you may be:

  • Invited to join the senior management team, which is the heart of decision making of the business
  • Be considered for the position of associate director and subsequently a directorship

Essential Elements of the role

To carry out account reviews and to recommend or implement your proposed strategic approach, you should:

  • Be familiar with using a range of tools and software, used to analyse and report on the effectiveness of different channels and strategies
  • Fully understand the potential of the full range of digital marketing channels from both a technical and creative perspective
  • Able to demonstrate practical experience of implementing (or testing) similar strategies for other clients and campaigns
  • Be able to communicate the technical and commercial aspects of the proposed strategy to the client (as part of the pitching or review process)
  • Be able to work with the technical, delivery and client service teams, in order to ensure that the strategy is implemented and communicated effectively across all the internal and external teams to achieve the expected and the agreed KPI
  • Working with the delivery and client service teams, provide ongoing reviews of reports and results to provide ongoing feedback on the effectiveness of the campaign and any deviation in performance.
  • Be able to recommend and take corrective action

Essential Skills for this position

Technical experience and skills

  • 10 years-experience, ideally with a mixture of both client and agency experience; working across multi-channel campaigns as part of an integrated marketing strategy
  • Strategic lead for media strategy across the agency working with the technical HODs to develop and coordinate best in class strategies to meet a variety of client B2B and B2C challenges
  • Understanding of challenges of multi-channel and cross-device attribution and how media can be effectively measured and analysed from a performance perspective
  • Demonstrate experience and knowledge of combining media strategy with effective creative recommendations to develop creative that utilises platform best practice
  • Understanding of the importance of branding and how paid media sits within wider marketing and communications strategies
  • Demonstrate experience of working with clients/partner agencies to develop creative for specific formats and channels via effective briefing and collaboration
  • Demonstrate experience of working with larger B2B and lead-generation clients, specifically around demand-generation, ABM (account-based marketing), CRM and marketing automation
  • Work with the business development team to identify key new client opportunities and prepare and deliver pitches and presentations
  • Review the current client portfolio and look for growth opportunities for existing clients using more of the Anicca service mix
  • Ability to grow clients and inspire others to grow clients through face-to-face meetings (or online means)

Soft skills

  • Excellent business development, sales, pitching and communication skills
  • Ability to create engaging and convincing presentation decks, to effectively communicate complex technical ideas, account strategies and commercial opportunities
  • Able to communicate complex technical issues in easy-to-understand ways
  • External speaker and service ambassador
  • Ability to provide training to staff, clients and training delegates with differing levels of knowledge

About Anicca Digital

Anicca Digital is an independently-owned, award-winning digital marketing agency based in Leicester. We were established in 2007, by our founder and Managing Director Ann Stanley.

We have plans to grow significantly over the next 18-months; so we have created this new role to help win further large and hero clients; particularly from the following sectors (product manufacturing/advanced engineering, medical/health/pharma, cleantech, construction, plus the associated supply chain and support businesses to these sectors)

How to apply

In the first instance, please email Ann Stanley at [email protected], with your CV and reasons why you think your experience is relevant for this role.



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0116 254 7224