Strategic Account Manager
nexstar · Pennsylvania, Harrisburg, United States
abc27 (WHTM-TV) is seeking a Strategic Account Manager to join our Sales team in Harrisburg, PA. This position plays a key role in driving digital revenue growth, strengthening advertiser relationships, and developing strategic marketing solutions that deliver measurable business results.
The Strategic Account Manager serves as the station's digital advertising expert and strategic partner to our Account Executives. Combining consultative selling, digital marketing expertise, and data-driven insights, this individual works alongside the Sales team throughout the customer lifecycle, from prospecting and developing proposals to evaluating campaign performance, retaining advertisers, and identifying opportunities for growth. The ideal candidate is a collaborative, analytical professional who can translate complex digital advertising capabilities into effective marketing strategies that help clients achieve their business objectives.
Essential Duties & Responsibilities
- Partner with Account Executives to develop and execute customized digital advertising strategies that align with client objectives, target audiences, and measurable business goals.
- Support station digital revenue goals by identifying opportunities for new business, account growth, renewals, upselling, and cross-selling.
- Serve as the station's subject matter expert on digital advertising products, audience targeting, campaign analytics, attribution, and emerging digital marketing technologies.
- Conduct market research, audience analysis, and account planning to identify opportunities and develop strategic recommendations for advertisers.
- Participate in client discovery meetings, sales presentations, and business reviews to provide digital marketing expertise and strategic guidance.
- Collaborate with Account Executives to develop compelling proposals, audience recommendations, and integrated advertising solutions across digital and broadcast platforms.
- Analyze advertising campaign performance, interpret key metrics, and translate results into actionable recommendations that improve client outcomes.
- Lead strategic performance discussions with advertisers to demonstrate return on investment, address concerns, and recommend opportunities for continued growth.
- Proactively identify potential campaign performance issues, client retention risks, and opportunities to improve advertising effectiveness.
- Build and maintain strong relationships with advertisers by providing consultative guidance, industry insights, and recommendations that support long-term business partnerships.
- Work collaboratively with Sales, Research, Ad Operations, and Digital Services teams to ensure alignment between advertising strategies, campaign execution, and client expectations.
- Provide training, coaching, and ongoing support to Account Executives on digital advertising solutions, consultative selling techniques, and the effective use of research and performance data.
- Stay informed of industry trends, competitive developments, emerging technologies, and changes in digital advertising to identify new opportunities for the station and its advertisers.
- Contribute to improved advertiser retention, digital revenue growth, sales conversion, and overall effectiveness of the station's digital sales initiatives.
- Perform other duties as assigned.
Requirements & Skills
- Minimum of two years of experience in digital marketing, media sales, strategic account management, advertising strategy, consultative selling, or a related field, or equivalent education and work experience.
- Strong understanding of digital advertising solutions, audience targeting, campaign optimization, performance marketing, analytics, and attribution.
- Demonstrated ability to develop, present, and recommend strategic marketing solutions that drive measurable business results.
- Excellent verbal and written communication skills, with the ability to explain complex digital advertising concepts to clients and internal teams.
- Strong analytical and problem-solving skills, including the ability to interpret campaign performance data and develop actionable business recommendations.
- Proven ability to build and maintain positive client relationships, identify growth opportunities, and contribute to customer satisfaction and retention.
- Strong presentation and consultative selling skills, with the ability to communicate effectively with advertisers, sales professionals, and station leadership.
- Experience working with customer relationship management (CRM) systems, digital analytics platforms, audience research tools, and performance reporting systems.
- Ability to manage multiple priorities, work independently, and collaborate effectively in a fast-paced, deadline-driven environment.
- Strong organizational skills and attention to detail, with a proactive approach to identifying opportunities and resolving challenges.
- Willingness to stay current with emerging digital advertising technologies, industry trends, and evolving marketing strategies.
- Previous experience in television, broadcast media, digital advertising, advertising agencies, or related media environments preferred.