What does a commercial director actually do?

In this new feature for Mumbrella, we take a look inside the working lives of people whose job titles often warrant the question: 'but what do you actually do?' This week, we speak to Georgia Woodburne, commercial director at adtech provider Inskin.

What do you do?

There’s always so much going on that no two days are the same. However, essentially it is my role to ensure the team are selling and delivering campaigns effectively to meet our targets. This means I tend to keep eye over everything. When I first get into the office I review the sales and delivery pipeline, checking to see how we’re tracking against targets, what’s working, what’s not and what can I do to help the team.

I also need to be looking at how opportunities are progressing. It’s important for me to make sure that we’re having the right conversations with clients and following up where needed to get deals across the line.

Publishers are the backbone of our business, and we think of them as our partners. I make sure sites are performing and delivering products correctly, that new integrations are progressing. Making sure revenue is flowing is key.

Ultimately, to make all of this happen, I need my team to feel supported. I try to be as available as possible. WIPs are great, they serve a purpose and make you accountable, but a natural flow of communication is invaluable.

Leadership is about so much more than just being accountable, it is about building and maintaining team spirit and motivation. We are a close-knit team, and I would like to think that our team culture is at least a part of what makes Inskin such a fun and successful place to work.

Our head office is London, so I can often be found on a call early in the morning or in the evenings. Talking with the London team, hearing about what they’re doing and sharing what my team is up to is super valuable.

What does a good working day look like?

Small wins in the morning help with momentum throughout the day. Finding a parking spot and getting some fresh air can be incremental things that make a huge difference to my day. Making a to-do-list, and actually striking some items off has to be a major win as well!

For me though, a really good day is when I learn something new or gain a different perspective. In our industry there’s always a new phrase or idea to get your head around, and I really enjoy the challenge of navigating a market that’s constantly changing and developing.

What does a bad working day look like?

A bad day for me usually comes as a result of spending too much time on things out of my control or when I’m not as productive as I’d like. Whilst I’m normally pretty organised, I can succumb to procrastination just like anyone.

What are your goals and how do you meet them?

I manage a team of eight people who I need to guide and support to meet sales targets and quarterly goals. I keep track of our progress daily to make sure we are on track, that everyone knows what they need to do and has what they need to get the job done as efficiently as possible.

Our week starts with a Monday WIP, catching up on how everyone’s weekend was and then setting goals for the week. I sit down with everybody individually at least once a fortnight as well, which is really important, and of course I’m always here to answer questions and offer advice.

Essentially we are a sales-driven organisation, so keeping our clients happy and hitting revenue targets are the top-line. We have a great team, who I rely on hugely, so keeping them happy and motivated is a key to continued success.

What’s the most stressful part of your job?

I need my team more than they need me. Scary.


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