Why have a Project Manager in a digital agency?

With over 20 years of expertise in project management, I’ve worked across both the private and public sectors. My experience includes managing mergers and acquisitions, events, digital marketing campaigns, as well as creative and media projects. No matter the project, the core principles remain largely the same.

Now from a digital agency perspective…this post may be slightly controversial! It really depends on who you ask. I know some designers and developers who despise organisation, view project management as meetings about meetings about meetings, and generally want to be left alone to do their magic. I also know creatives who simply can’t work without a certain degree of organisation. I’ll preface this by saying I absolutely do not believe in meetings about meetings.

In the fast-paced world of digital agencies, where brands are established, websites are built and campaigns are launched, it is the Project Manager’s job to steer the project, whatever it may be, to completion.

I consider my role to simply be the glue between the creative team and the client during a project lifecycle.

Project Planning and Organisation

This is where my organised calendar plays a huge part. My role here entails taking all the project requirements, interpreting the client’s objectives, and breaking them down into manageable steps, ensuring everyone on the team knows what’s expected. Most of all it’s vital to manage the client’s expectations, therefore it’s my job to keep on top of the project plan, timelines, milestones and tasks.

There is always a healthy discussion in digital agencies around the merits of Agile Project Management versus Traditional Project Management. Whichever route is taken, there is project management software that helps the cause. I use Monday to keep all our projects visible in one place.

Resource Allocation

Efficient allocation of resources is one of my key tasks. I will assemble teams on a project-by-project basis, assign roles to our creative web design team and experienced web development team, and ensure that everyone has the tools and information they need to succeed. It’s sometimes a challenge to juggle several new website projects, as well as support tasks and updates being actioned at the same time – but that’s why I am here!

Risk Mitigation

Where could it all go wrong? Identifying and mitigating risks is at the forefront of a Project Manager’s mind. It’s not uncommon for a client to ghost us for a while, and it’s understandable as the day job can get in the way. Delays in content happen, or priorities shift, or teams can be impacted by holidays or sickness. These are just some of the elements I consider when going through the project lifecycle and working out delivery timings. I am always prepared for the unexpected and have plans in place to keep a project on track.

Quality Assurance

As mentioned before, I like to be involved in the process right from the first meeting with the client. The reason is to ensure that deliverables meet the client’s standards and our own internal benchmarks. Aside from keeping a keen eye on the progress of the project, a Project Manager will carry out some intense User Acceptance Testing (UAT) before a website is launched.

Budget Management

Managing project budgets is another critical responsibility. Project Managers make sure resources are used efficiently and track costs against the budget quoted. This is not only to maximise the agency’s profitability, but also to ensure there are no nasty surprises for the client to fund at the conclusion of a project.

Communication is Key

This is easily the most crucial part of my role. As Project Managers, we manage expectations, keep everyone informed and are the first line of defence when issues arise. The scope of a project can often change throughout the project lifecycle. It can be due to something simple like the client forgetting a feature, a page, or some functionality they require on the website. I do my best to define all the deliverables from the start, but it’s also important to make everybody aware that any additional scope could hold the project up or require further budget. As long as that’s clearly communicated, everything tends to be fine!

Client Satisfaction

Ultimately, the success of a digital agency project is measured by client satisfaction and we don’t take on projects that we aren’t 100% confident we can deliver on. Yellow Peach is dedicated to meeting and exceeding client expectations, maintaining strong client relationships and ensuring we deliver on our promises.

In Conclusion

A Project Manager is a bit of a jack of all trades. I’m the client-facing team member, fielding all the questions and handling the admin, allowing the real geniuses to work in peace. Now and again I need to get my hands a little dirty, jumping in to help the design and development teams as and when required. Ultimately though, my job is to convey a client’s idea to the team and orchestrate the entire process until the launch of a website that we can all take pride in.