BBC WORLDWIDE ADVERTISING
JOB DESCRIPTION
JOB TITLE:
Account Executive – CEEMA Region
GRADE: (TBC BY HR)
REPORTS TO:
Account Director - CEEMA
DIVISION:
Worldwide Advertising - Sales
CREATED: August 2009
UPDATES:
TEAM MISSION
TBD
1.
JOB PURPOSE & SCOPE
The Account Executive supports the Account Director in generating sales revenues for BBC Worldwide
Advertising products and services in a group of countries in the CEEMA region. As well as developing
business with existing clients, the Account Executive prospects for new business in assigned clients and
territories to identify new sales opportunities and secure additional revenues. The Account Executive plays
a key role in campaign development, coordination and tracking. CEEMA is a complex territory and the
Account Executive is required to operate across cultures and communicate, usually by telephone, with
people for whom English is not a first language.
In this multi-faceted role, the Account Executive:

Contributes to the achievement of the regional sales revenue target

Researches information from a variety of sources to identify prospective new business opportunities

Prepares and delivers proposals, pitches and presentations to progress sales

Manages and coordinates all aspects of campaign delivery including booking, performance monitoring,
optimisation and end of campaign reports

Provides in-country Reps with support materials and assists with responses to briefs and proposals

Develops relationships with key players in assigned accounts and territories

Demonstrates patience and cultural sensitivity in all communications with clients and in-country
resources

Provides regular sales updates to the Account Director
Success in this role relies on sound knowledge of the media industry and a thorough understanding of BBC
Worldwide Advertising products and services. As much of the contact the Account Executive has with
clients and in-country Reps is by telephone or email, excellent verbal and written communication skills are a
must. Owing to the complex and diverse nature of the sales territory and client base, the Account Executive
is often required to respond quickly to queries and requests for information. Consequently, the Account
Executive in CEEMA must be a multi-tasker; able to “think on their feet” to provide the necessary
information and resolve issues on their own initiative. This is a role for an outgoing and energetic team
player who can also be relied on to operate independently and remain focused under pressure.
BBC Worldwide Advertising - CONFIDENTIAL
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2.
PRINCIPAL ACCOUNTABILITIES
1.
Business Development & Results

Support the Account Director and in-country Reps in achieving the team revenue target for the assigned
geography

Prospect for new sales opportunities within assigned accounts and geographical area(s)

Develop and submit proposals and pitches for new business within assigned accounts

In agreement with the Account Director, take responsibility for agreed sales activities within major clients

Respond to briefs from in-country Reps and assist them in developing proposals and pitches

Gather research data to provide “proof of concept” information for advertisers

Respond to unsolicited sales enquiries (bluebirds) from clients and make contact to qualify the
opportunity and provide the appropriate information to progress the sale

Liaise with internal departments and the buyer to book and schedule advertising campaigns

Work closely with Client Solutions to develop creative, bespoke ideas for client campaigns

Monitor and track online campaigns and work closely with the Account Planner to optimise campaigns
and produce performance reports for the client

Develop and maintain support materials including presentations and research data for designated
advertising categories

Keep the sales team updated on advertising trade issues e.g. Account wins / losses and staff moves

Check pre- and post-transmission reports and distribute these to the Account Director and client to
demonstrate that campaign delivery meets the results expected

Manage any issues or discrepancies in campaign delivery and keep the Account Director and client
informed during problem resolution

Educate clients and in-country Reps on compliance issues and editorial guidelines

Work closely with Legal and Finance to resolve contractual issues

Collaborate with the Account Planner on proposals and campaigns and provide information and support

With Marketing, assist in the organisation of trade shows e.g. create guest lists, issue invitations etc.

Attend selected trade shows / industry events and set up associated meeting schedules for the Account
Director / Regional Director

Conduct market research to keep up to date with new developments and trends in the region

Provide regular business updates to the Account Director

Introduce, integrate and support new people into the team
2.
Agency / Client Engagement

Build on relationships with existing agencies and clients to secure introductions to other parts of their
business and expand the network of contacts

Plan and conduct telephone / face to face sales calls with middle managers in client organisations

Support the Account Director on joint telephone sales calls

Use client conversations to gain business insights and identify potential cross-/ up-sell opportunities

Attend hospitality events to deepen relationships and increase account knowledge

Seek feedback from clients to assess their satisfaction and take rapid action to address any concerns
3.
Evangelising the BBC

Demonstrate the BBC values in all dealings with colleagues, clients and agencies

Create and maximise opportunities to present the BBC Advertising value propositions to clients
4.
Developing Professional Capability

Keep up to date with trends and new developments in the Media industry

Seek feedback from a variety of sources to improve performance and develop capability

Continuously evolve personal and professional capability in line with business needs
BBC Worldwide Advertising - CONFIDENTIAL
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3.
PERFORMANCE METRICS Account Executive – CEEMA Region
1.
Contribution to team sales revenue targets – TV & Digital
2.
Meet / exceed all performance objectives
3.
Territory development
4.
Forecast accuracy
5.
Client retention / satisfaction (repeat business)
4.
CAPABILITIES
A successful performer in this role will:

Manage a number of simultaneous tasks and projects by prioritising effectively and monitoring progress

Attend to the difficult tasks first – won’t put off the “hard stuff” until the last minute

Produce simple plans and schedules to manage and monitor their overall workload

Determine priorities for tasks

Check with the appropriate people to confirm work priorities

Manage changes in their workload and priorities by re-scheduling tasks to accommodate the change

Use open and probing questions to find out what people want

Listen actively and encourage people to talk further

Conduct thorough research and preparation for pitches and presentations

Tailor pitches / presentations to address the specific business needs of the audience

Avoid jumping to premature conclusions about people or situations

Value differing opinions and learn from interacting with others

Deal openly with everyone

Identify the key influencers in the agency / client business and develop a network of key contacts

Maintain regular contact with key players in agency / client businesses to gain information and develop
relationships

Build rapport and identify areas of common interest with agency / client contacts

Ask for feedback on their work from colleagues and customers

Volunteer for projects and work that will stretch their capability and help they to learn new things

Study top performers and ask for tips and feedback so they can learn from them

See learning as an important part of their job
5.
WORKING CONTACTS & INTERFACES
Who?
Why?
Frequency?
Account Director
Business & performance reviews, coaching
Daily / weekly
In-country Reps
Business support, information updates, education
Daily / weekly
Creative team
Idea and concept generation, proposal and pitch development
Daily / weekly
Sales Planner
Campaign booking, monitoring, optimisation
Daily / weekly
Clients
Pursuing sales opportunities, developing relationships
Daily / weekly
BBC Worldwide Advertising - CONFIDENTIAL
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6.
SUCCESS PROFILE
Knowledge
Experience

Media Industry and platforms

Educated to degree level or equivalent

BBC Channels and Ad products


Research methods and sources
3+ years in the media industry of which 2+ in
media sales

Vertical sectors e.g. Travel & Tourism

Previous experience of working in agency /
media owner an advantage

Advertising terminology


Consultative Selling techniques
Successful track record of achieving sales results
and influencing senior managers to secure sales

Excel & PowerPoint – IT literate


International business requirements e.g. Visas
Editorial, multimedia and international
experience an advantage

Competition – news and digital
Competencies
Personal Attributes

Managing Time & Priorities

Results-driven

Communicating

Outgoing

Understanding Others

Sociable

Identifying & Managing Sales Opportunities

Flexible

Networking & Developing Relationships

Agile learner

Learning & Developing

Conscientious

Attentive to detail

Tenacious

Resilient

Resourceful
7.
Special Requirements

Some travel required

Native level fluency in English

Additional languages an advantage
BBC Worldwide Advertising - CONFIDENTIAL
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