Overview
The Account Director (AD) is responsible for overseeing all CVM campaign outputs, ensuring that all CRM and email marketing communications are accurate, compliant, brand and CI-aligned and client-ready before final approval and distribution.
Responsibilities
CRM & Email Campaign Management
Strengthening client relationships and becoming their trusted CRM advisor, leading cross-sell and upsell campaigns around customer value marketing, making use of market and brand segmentation, and personalisation.
Demonstrating a strong understanding of the client's organisational structure, as well as internal processes impacting CRM, CVM (Customer Value Management) and data-driven marketing execution.
Including briefs and cost estimates (CEs) in the internal CRM to ensure that briefs and CEs are shareable and actionable by other agency stakeholders.
Processing and monitoring of the account financials, ensuring that all approved CEs are billed and invoiced in line with the financial forecasting as communicated within the weekly-recon sessions.
Developing a deep understanding of the client's products, customer base, and competitive landscape, translating business objectives into effective CRM strategies (onboarding, retention, triggered cross-sell and upsell, win-back, and reactivation).
Lead the end-to-end workflow planning of CRM-driven creative, with a strong focus on email marketing and customer lifecycle communications.
Manage the planning, creative workflow and deployment of targeted email campaigns, ensuring accuracy in delivery.
Creating clear, structured, and insight-led briefs across teams, particularly around campaign performance, testing, and optimisation
Monitor campaign performance and optimise based on key CRM metrics (open rates, CTR, conversions, retention) as shared by the clients.
Presenting campaign strategies, test results (A/B testing), and perform industry related case confidently and persuasively
Writing and steering actionable CRM briefs, including segmentation logic, personalisation requirements, and automation workflows. This includes overseeing campaign production, including briefing, build, QA, deployment, and post-campaign analysis.
Managing expectations across clients and internal teams, proactively identifying risks in campaign delivery, data integrity, or timelines
Acting as a brand and customer experience ambassador, ensuring consistency across all CRM touchpoints (email, SMS, push, and automated journeys)
Manage and oversee monthly recon meetings with the head of resourcing, formatting feedback decks, managing CRM budgets and ensuring alignment with revenue targets and ROI expectations with internal and external resources.
Coaching and developing team members in CRM best practices, email marketing execution, and data-driven thinking
Ensuring the right resources are in place for CRM campaign delivery, including data, tech, and creative.
Understanding campaign performance in relation to broader business metrics such as revenue, customer lifetime value, and retention.
Qualifications
We're looking for an Account Director with strong client-facing, CRM, and email marketing experience, which typically includes:
A strong passion for data-driven marketing and customer experience, with a focus on delivering measurable CRM results
A relevant degree and 5 - 7 years of experience, preferably within a digital or CRM-focused agency environment
Proven expertise in CRM and email marketing, with a solid understanding of marketing automation platforms
Deep knowledge of audience segmentation, personalisation, customer journeys, and lifecycle marketing strategies
Some familiarity with HTML QA review, Alt-Text sense checking and visual testing
Strong analytical and strategic thinking skills, with the ability to interpret campaign and industry dataas well as translate insights into actionable improvements
High proficiency in campaign reporting, A/B testing methodologies, and performance optimisation
Excellent time management and organisational skills, with the ability to manage multiple data-driven campaigns simultaneously.
Demonstrated leadership ability, with experience guiding creative teams on CVM and CI execution and best practices.
Strong communication and presentation skills, with the ability to simplify complex data into clear client narratives.
A proactive, solutions-oriented mindset with the ability to adapt quickly in a fast-paced, data-driven environment.
Additional information
Preferred Experience
Experience working in a high-paced agency environment with high-volume CRM accounts
Familiarity with data privacy regulations (e.g., POPIA, especially within the FSP industry) and CRM compliance requirements
Experience with customer journey mapping and marketing automation workflows
Exposure to omnichannel CRM strategies (email, SMS, push notifications, in-app messaging)
Familiarity with prompt-based interaction, generative AI tools, and automation tools to supportideation, campaign planning, and ad hoc campaigns.