Bridget Tenison-Woods.
This series of articles looks at the world of the account manager.
This times it's Bridget Tenison-Woods, Commercial Manager, at Sticki.
How did you end up in account management? Was it by design or a cosmic accident?
I’ve always been naturally drawn to organisation – nothing brings me greater joy than planning a holiday or an event. Because of that, falling into account management felt like a very natural fit. The role requires strong attention to detail, excellent organisational skills and the ability to keep multiple moving parts running smoothly, which are all strengths of mine. I also come from a long line of master organisers (my dad is probably the most organised person I know), so I think it’s something that’s been ingrained in me from an early age. Account management aligns really well with both my personality and skill set.
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
The best results come from first understanding what the client is ultimately trying to achieve, and then using creativity to support those objectives, rather than treating them as two separate things. I also strongly encourage clients to trust creators and lean into their unique creative perspectives, as they know their audiences best. Often, it’s the unexpected or slightly left-of-field ideas that resonate best and deliver standout results.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
When it comes to creative ideas, I often find ‘show, don’t tell’ is the best approach. I will always try to find visual references where possible to help clients understand the vision. When receiving client feedback, I always acknowledge and appreciate it, as every perspective adds value. If I don’t necessarily agree, I’ll approach it diplomatically, offering alternative solutions with a view to meet in the middle.
How to build strong relationships with clients?
Kind, consistent and honest communication is key! I’m also a big believer in bringing warmth and genuine connection into my comms. If a client mentions they have a holiday or important milestone coming up, I’ll make a note to follow up afterwards and ask how it went. It’s a small gesture, but it shows I genuinely care about the relationship, not just the work. Another thing I do is adapt to each client’s preferred communication style. Some clients prefer emails, while others prefer to jump on a quick call or Google Meet. I always make an effort to tailor my approach to what works best for them so comms feel seamless and effective.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea.
I always remind myself that everyone is human and is just doing their best. Emotions can naturally come into conversations (yes, even in professional settings), and I think that’s often a reflection of how much people care. I try to approach every interaction with empathy and patience, remembering that challenging moments are usually just that: moments in time. If someone needs to vent, I make space to genuinely listen and understand where they’re coming from. When it comes to selling an idea, I focus on putting myself in the other person’s shoes and anticipating the concerns they may have. From there, I shape the idea in a way that’s compelling and valuable – make it hard for them to say no!
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
The rise of AI. I use plenty of AI in my day-to-day but I always treat it as a helping hand to finesse things, not to do my thinking for me. AI shouldn’t be replacing a human brain or connection – it should be treated as a tool and only a tool. Connection is one of the most important aspects of account management so I always like to remind myself of that.
What advice would you give your younger self when you first started out in account service?
Be a sponge, read lots (aka colleague’s emails), but also back yourself and your abilities. You’ll never get anywhere without diving head first. Is it scary doing things you’ve never done before? Absolutely! But with change comes growth, and that’s pretty amazing. And remember – we all start somewhere! Even the biggest names in the industry started out as interns/juniors.
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