A LinkedIn account director is responsible for managing high-value LinkedIn advertising accounts and building strong relationships with clients. They oversee campaign strategy, optimization, reporting and provide strategic consulting to help clients achieve their business objectives on LinkedIn.
Some key responsibilities of a LinkedIn account director include:
Developing Campaign Strategies
– Working closely with clients to understand their business, target audience, objectives and KPIs
– Conducting market research and competitor analysis to inform campaign strategies
– Making data-driven recommendations on optimal campaign types, formats, targeting and bidding
– Creating comprehensive media plans and calendars based on budget, goals and historical performance
Managing Campaign Execution
– Overseeing setup and launch of LinkedIn campaigns including Sponsored Content, Sponsored InMail, Text Ads and more
– Implementing strategies across the LinkedIn platform including feed, messaging, jobs and groups
– Monitoring campaign performance and optimizing based on results and insights
– Managing campaign spend and pacing to hit KPIs
– Implementing A/B testing methodology
Driving Performance
– Analyzing campaign analytics and insights to identify optimization opportunities
– Providing ongoing optimization recommendations based on performance trends
– Conducting regular business reviews to discuss results and strategic adjustments
– Implementing multivariate testing to drive improved campaign performance
– Leveraging LinkedIn’s self-serve and managed services tools to enhance campaigns
Account Management
– Preparing and presenting post-campaign performance reports and recaps
– Identifying new opportunities and ways to grow the client relationship
– Acting as the key client contact and owning the client relationship
– Coordinating cross-functionally with other teams to deliver value to the client
– Proactively communicating with clients on a regular basis to ensure satisfaction
Thought Leadership
– Staying on top of the latest LinkedIn ad products, features and best practices
– Providing strategic consulting to help clients achieve their marketing objectives
– Educating clients on new opportunities like lead gen forms, Conversation Ads and more
– Conducting regular business reviews to provide macro-level perspective and guidance
– Positioning LinkedIn’s value as part of the overall marketing mix
Skills and Qualifications
To be successful as a LinkedIn account director, the following skills and qualifications are beneficial:
– 3+ years experience in a digital marketing role, ideally in paid social media
– Strong familiarity and experience with LinkedIn Campaign Manager
– Excellent analytical and problem-solving skills
– Strong verbal and written communication skills
– Ability to interpret data and derive insights
– Experience optimizing based on performance trends and metrics
– Experience managing large advertising budgets
– Ability to manage multiple campaigns and priorities simultaneously
– Strong presentation and storytelling ability
– Experience delivering client-facing presentations
– High attention to detail and accuracy
– Strong relationship management and client service skills
– Bachelor’s degree in Marketing, Advertising or Business Administration
Daily and Monthly Responsibilities
Here is an overview of typical daily and monthly responsibilities for a LinkedIn account director:
Daily Responsibilities
– Monitoring active campaigns and checking for any issues
– Optimizing campaigns based on daily performance
– Managing critical campaign changes or creative updates
– Returning client calls/emails within 24 hours
– Checking in with clients on campaign progress
– Providing impromptu analysis or reporting to clients
– Conducting regular tracking of KPIs and ad performance trends
– Reviewing latest LinkedIn platform updates and features
Monthly Responsibilities
– Preparing campaign recap decks summarizing performance
– Conducting monthly business reviews with clients
– Providing strategic guidance to clients based on insights
– Developing following month’s media plans and calendars
– Submitting invoices and billing clients for previous month
– Monitoring budget pacing and reconciliation
– Leading team meetings to review client initiatives
– Tracking and documenting client interactions and agreements
– Monitoring and documenting team campaign status
Work Environment
LinkedIn account directors typically work in office environments, either at LinkedIn’s offices or at marketing/advertising agencies that manage LinkedIn ad accounts.
The role is usually fast paced with frequent communication via email, phone calls, and virtual meetings. Extensive time is spent in front of a computer managing LinkedIn Campaign Manager, pulling reports, creating presentations and corresponding with clients.
It’s common to work both independently and collaboratively with other teams like creative, research, PR, events and sales. Meetings also frequently take place with clients either in person, by phone or using web conferencing tools.
LinkedIn account directors often report directly to a VP or Director of Marketing or Advertising. Strong collaboration is required with other account directors and managers within the department.
Career Path and Progression
The role of LinkedIn account director can lead to other opportunities down the career path such as:
– LinkedIn Marketing Director – Oversees a team of LinkedIn account directors and develops marketing strategy for the business line or region.
– LinkedIn Head of Marketing – Leads all marketing initiatives for LinkedIn including branding, communications, advertising and events. Responsible for managing marketing directors.
– CMO – As Chief Marketing Officer, leads all marketing and advertising initiatives for the company. Reports directly to the CEO.
– VP of Marketing – Senior marketing executive that drives marketing vision and leads a marketing team for a large brand or company.
– Marketing Consultant – Marketing expert who provides strategic consulting to brands and companies on their marketing initiatives.
To progress, LinkedIn account directors should focus on these key areas:
– Developing expertise in LinkedIn advertising and marketing best practices
– Cultivating strong client relationships and growing accounts
– Generating results and proving marketing ROI for clients
– Mastering marketing analytics and performance optimization
– Enhancing leadership skills to manage larger teams
– Understanding business strategy to drive high-level decision making
– Gaining budget and P&L management experience
Salary and Compensation
According to Glassdoor, the average base salary for a LinkedIn account director in the United States is $98,769 per year. Total compensation with bonus, commission and profit sharing can range from $120,000 to over $200,000 annually.
Salaries can vary based on factors like:
– Location – Major cities like San Francisco and New York pay higher
– Experience – More years in marketing, social media and LinkedIn is better compensated
– Company Type – Large tech firms and agencies often pay more than boutique shops
– Industry – Tech, finance and healthcare tend to pay higher for marketing roles
Many LinkedIn account directors have bonus structures based on performance and sales targets as well as stock options at tech companies. Benefits packages often include 401K matching, healthcare, dental, vision, wellness stipends and tuition reimbursement.
Conclusion
A LinkedIn account director is a marketing professional who oversees the advertising strategy, execution, optimization and performance for high value LinkedIn accounts. They build strong client relationships, act as a strategic advisor and drive results through LinkedIn campaigns. The role requires a mix of marketing, analytical, communication and presentation skills. With ample experience, LinkedIn account directors can progress to leadership positions and oversee entire marketing teams and functions. It is a career path that allows one to blend creativity, analytics and business strategy.
