What does an account director do?
An account director leads client relationships, commercial strategy, and high-level delivery across accounts. They oversee teams of account managers and executives, ensuring work aligns with business goals and client expectations.
Their role involves strategic planning, pitching, budget oversight, and senior-level client engagement. They often work closely with creative, strategy, and leadership teams to ensure consistent delivery and client satisfaction.
In agencies, they’re expected to grow accounts and contribute to revenue targets. In-house, they often manage internal marketing or customer success teams and align delivery with leadership goals.
Key responsibilities of an account director.
Account directors take ownership of client relationships and strategic delivery. Their responsibilities often include:
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Leading senior-level relationships with key clients or accounts
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Overseeing multiple projects and account teams across disciplines
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Developing strategic growth plans and identifying upsell opportunities
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Ensuring profitability, resource allocation, and team performance
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Approving campaign strategies, budgets, and creative outputs
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Mentoring account managers and supporting team development
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Reporting on account health, performance, and commercial outcomes
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Acting as the escalation point for issues or delivery risks
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Collaborating with directors across creative, strategy, and digital
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Contributing to new business pitches and account onboarding
This role blends strategic direction, client partnership, and team leadership.
Skills and requirements for an account director.
Account directors oversee strategic client relationships and align delivery with business goals. Employers typically look for:
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5–8 years of experience in client services or agency account leadership
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Proven success managing high-value accounts and complex campaigns
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Confidence in setting account strategy and driving growth
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Experience leading cross-functional delivery teams
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Excellent communication, presentation, and negotiation skills
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Strong commercial awareness and financial accountability
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Ability to lead client meetings, pitches, and quarterly reviews
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Skilled in mentoring account managers and executives
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Familiarity with marketing, creative, or digital environments
Most account directors report into client service leads, playing key roles in client retention, growth, and team development.
Average salary for an account director.
In the UK, the average salary for an account director typically ranges from £60,000 to £75,000, reflecting team leadership, senior client relationships, and strategic delivery.
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Mid-level account directors usually earn between £60,000 and £67,000
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Senior account directors managing cross-functional teams or high-value portfolios can earn between £68,000 and £75,000
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Some roles include performance bonuses or profit-share in agency settings
Salaries are highest in London and major cities across marketing agencies, consultancy, and B2B tech.
Career progression for an account director.
An account director leads strategic client accounts and internal teams. This senior role transitions naturally into department leadership or business unit ownership. A typical route includes:
Account manager
Delivers campaigns, owns relationships, and reports on client performance.
Senior account manager
Manages large accounts or portfolios. Aligns strategy with results and leads teams.
Director of client services
Oversees the full function. Develops retention strategies, people management, and commercial growth.
Client partner / managing director
Owns full business performance. Shapes delivery models and client success at the highest level.
SEO and Content Executive
Senior SEO Consultant
Senior Paid Media Manager
Office & Finance Manager
salary guide
Our UK marketing salary guide.
When hiring an account director, salary is often the deciding factor. These senior professionals expect compensation that reflects their experience and the value they bring to your business.
Check the latest salary benchmarks in our 2025 UK marketing salary guide to structure a competitive, credible offer.
FAQS
Account director FAQs.
They oversee a portfolio of key accounts, manage senior client relationships, and guide teams of Account Managers and Executives. Their focus is on strategic development, client satisfaction, and revenue growth.
They guide the big picture — setting direction, approving strategies, and supporting issue resolution — but usually delegate delivery to managers. They step in when strategic alignment or high-level input is needed.
Account directors are often accountable for revenue retention, upsell, profitability, and forecasting. They work closely with business development and finance to ensure accounts remain commercially viable.
Usually 6–10 years in account handling, with strong leadership, strategy, and commercial skills. Experience managing multi-channel campaigns and senior stakeholders is essential.
In agencies, it’s client-facing with revenue accountability. In-house, the role is often more aligned to managing internal stakeholder groups or external suppliers — but the focus on alignment and performance remains.
