Conversation Highlight: Interview with Natalia Haligowska in Her Role as Account Director
In a bustling marketing agency that caters to large B2B brands, the role of Account and Project Managers (PMs) is more complex than ever. The agency has implemented a comprehensive approach to ensure seamless integration, effective communication, and consistent quality across all projects.
Each new PM is paired with a Buddy to help with their integration into the organisation. This mentorship programme provides a supportive environment for newcomers to learn the ropes and adapt to the agency's unique culture.
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 ensures that everyone, from PMs to clients, understands and aligns with the agency's core values.
PMs are expected to act as consultants, solving client problems and fulfilling their needs. Essential skills for these roles include strong analytical and numerical understanding, excellent sales talent, strategic business development, and relationship management with corporate clients. PMs must also excel in communication, negotiation, and presentation skills, have organisational and prioritization abilities, be result-oriented and proactive, and possess fluency in German and English alongside cross-functional teamwork and coaching capabilities.
All PMs work from the same set of core processes, templates, and reporting standards, stored in the Knowledge Hub. This centralised repository serves as the single source of truth for all PM-related questions, promoting efficiency and consistency.
Regular cross-project reviews, 1:1 meetings, feedback sessions, and structured review points are used to maintain alignment. These sessions help ensure that each project stays on track and meets the client's needs, while also providing opportunities for continuous learning and improvement.
Time is spent with the client regularly, even if there aren't many new updates. These meetings are not scheduled weekly by default but planned for the entire project. Each meeting starts with a "previously on..." recap to align everyone from the start. These touch-base meetings are helpful in keeping the client close to the project team without slipping into micromanagement.
Knowledge-sharing sessions are implemented to spread best practices across teams organically. These sessions encourage collaboration and learning, fostering a culture of continuous improvement.
Adaptation to fit each client's needs is allowed while maintaining consistency in quality standards and values. Each project feels unique to the client, but the quality standards and values remain consistent across the agency. The agency's one-month onboarding program familiarises new PMs with its processes, values, and quality standards, setting them up for success in their roles.
The role of a PM in this agency requires an understanding of market trends and the ability to apply AI solutions. PMs are expected to be strategic, analytical, and creative, with a focus on delivering high-quality results that exceed client expectations.
In conclusion, the agency's approach to project management is designed to ensure seamless integration, effective communication, and consistent quality across all projects. By pairing new PMs with Buddies, embedding values into KPIs, using a centralised Knowledge Hub, and implementing regular reviews and feedback sessions, the agency is well-positioned to deliver exceptional results for its clients.
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