Senior Paid Search Specialist

SUMMARY

The Senior Paid Search Specialist at Butler/Till owns and oversees all Paid Search strategy, planning and execution across the agency enterprise. In short, they are considered the subject matter experts in Paid Search. They manage and analyze campaign performance, set strategy, and make optimizations to meet client KPIs. They communicate effectively with internal teams and occasionally clients, while also guiding and mentoring other Search Specialists. Additionally, they play a critical role in stewarding media budgets and keeping a strong pulse on industry news & trends. A successful Senior Paid Search Specialist should have the ability to autonomously handle complex issues and problems while leaning on the support of managers for escalated issues. This role leverages core competencies such as customer focus, collaboration, agility, results orientation, discipline, and proactivity to deliver continuous value and drive business outcomes in a fast-paced environment.

KEY OUTCOMES & RESPONSIBILITIESKey Outcome: Activation

This position plays a critical role in managing and maintaining Paid Search campaigns, to drive performance and value on behalf of our clients.

Key Responsibilities:

· Pacing: This role will pull, compile, and otherwise analyze and interpret the results of in-market campaigns, ensuring that they are spending and performing as expected.

· Must be able to efficiently download / interpret / and action on multiple sets of campaigns, including different brands, different targeting strategies / different stages of the marketing funnel / different target audiences (both B2C and B2B).

· Optimizations: This role will recommend and/or implement changes to the settings and inputs within the Search buying platform (Google Ads, Microsoft Ads, etc.) to ensure all KPI’s for each client campaign meet or exceed pre-established benchmarks.

· Document changes / optimizations and learnings that feed strategic insights.

Key Outcome: Planning & Strategy

Key Responsibilities:

· Kick off the planning process by working cross functionally with Integrated Planning and Account teams. Provide budget and strategy guidance and answer questions.

· Collaborate with cross-functional teams to gather insights, offer recommendations and optimizations to exceed campaign benchmarks and client business objectives.

· Continuously analyze key performance metrics to measure effectiveness of campaign initiatives.

· Prepare materials like POVs and other thought leadership to educate internal and client stakeholders on strategy shifts, account restructuring etc.

Key Outcome: Communication & Collaboration

Key Responsibilities:

· Works closely with Search Specialist and Associate Specialist peers to ensure campaign management tasks are completed and executional best practices are followed. This includes mentoring and training Specialist and Associate Specialist peers to achieve the Planning, Strategy, Measurement & Reporting and Stewardship functions.

· Supports Integrated Planning team in the development of channel plans including budget forecasts, campaign/bid strategies, campaign structure, competitive insights, and key learnings that can be put into actionable items

· Is a vocal role in defining our approach and answering internal cross-functional team questions and inquiry. Will occasionally interface with clients as well.

· Collaborates with Analytics, Integrated Planning, and Account Service teams to build reports and craft client communication

· Authors thought leadership material (POVs, blog posts, white papers, speaking opportunities, etc.)

Key Outcome: Measurement and Reporting:

Channel Specialists can turn raw numbers into a meaningful story about campaign performance. They use these insights to make media performance better and help clients achieve their business goals.

Key Responsibilities:

· Analyze, review, and report on effectiveness of campaigns to maximize results.

· Effectively communicates and educates internal teams on performance nuances, citing team-driven optimizations and/or external factors that impacted performance.

· Acts as channel SME, and presents channel performance with confidence, fields any questions and/or provide any follow-ups to channel-specific inquiries.

· May be asked to assist with troubleshooting of reporting and/or trafficking mapping and/or site tagging to assist with campaign measurement.

· Collaborates with Analytics to ensure data accuracy in dashboards and recommend appropriate KPIs for recommended channel activation strategies.

· Collaborates with channel peers to understand cross-channel dependencies and build synergistic strategies to further overall campaign performance.

Key Outcome: Stewardship

This position plays a critical role stewarding the media budgets with a high degree of accuracy and timeliness, to ensure proper billing and reporting processes.

Key Responsibilities:

· Contribute towards monthly forecasting, billing, and maintenance of process documentation

· Maintaining “Media Buy” entry within MediaOcean / Prisma.

· May be asked to assist with Invoice Approval and Reconciliation, ensure all known fees / discounts / added value etc. are correctly captured per Scope documents.

· May be asked to assist with troubleshooting of reporting and/or trafficking mapping and/or site tagging to assist with campaign measurement.

Other Responsibilities:

· Additional accountabilities and tasks may be assigned by leader/management, to contribute to overall team and agency success.

QUALIFICATIONS

· REQUIRED QUALIFICATIONS –

o EDUCATION - Bachelor’s degree in Marketing, Advertising, Communications, Business or equivalent work experience

o EXPERIENCE - Minimum of 4 years of experience managing and leading campaigns in the channel ecosystem. Experience with strategic planning and applied experience of bringing plans to execution. Proven track record in operating with a high-level of integrity, commitment, and enthusiasm to take on a challenging role with cross-functional commitments.

· PREFERRED QUALIFICATIONS –

o Experience working in pharma marketing or in highly regulated industry.

o Proactive and curious attitude. Strong problem-solving skills.

o Comfortable operating in a fast-paced, deadline driven environment with rapidly changing priorities.

o Use of advanced Search bidding platforms (SA360, Marin, etc.)

o Strong Excel skills (VLOOKUP, Pivot tables/charts, etc.)

CORE COMPETENCIES

· CUSTOMER FOCUS/CLIENT INTIMACY: Seeking to understand client business challenges/needs and delivering continuous value to our clients

· COLLABORATIVE: Working with teams and across the organization with ease

· OWNER AGILITY: Able to continuously learn and quickly adapt to changing circumstances

· RESULTS DRIVEN: Accepts accountability to deliver business outcomes, even under changing circumstances. Delivers on commitments

· DISCIPLINED: Thinks, plans, and prioritizes work on an ongoing basis, plans and aligns with key team members before acting

· PROACTIVITY: Takes initiative to explore what can be done to better their work, accounts, teamwork, process and communication.

Travel Requirements

All employees, regardless of role or geographic location, are required to attend in person for onboarding during their first week of employment and annually for the Shareholder’s Summit held in June. Additional travel is not routinely expected but may be required for key/critical meetings & events.

WORK ENVIORNMENT & PHYSICAL DEMANDS

The work environment and physical demands characteristics described here are representative of those an employee encounters while performing the essential functions of this job, typically in an office setting or in a home office. An employee in this role may be in a stationary position, often standing or sitting for prolonged periods and using office equipment and computers. The noise level in the office environment is usually moderate. (I.e., business office with computers and printers, light foot traffic, etc.).

Reasonable accommodation may be requested to enable individuals to perform the essential functions.

EEO DISCLAIMER

Butler/Till is an Equal Opportunity Employer to all employees and applicants and prohibits discrimination and harassment of any kind without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.

This applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.

COMPENSATION

Butler/Till is committed to providing pay transparency of our compensation philosophy and ensuring equitable pay practices for our employee owners. The compensation range for this position is $51,000 - $81,000 and represents the annual salary range in Rochester, NY. Base pay offered may vary depending on multiple individualized factors, including location, skills, and experience.

This is just one component of Butler/Till’s total compensation package for employee owners. The total compensation package for this position may also include other elements, including ESOP (employee stock ownership plan), an annual bonus, in addition to a full benefits package, and paid time off benefits, including 100% paid parental leave. Details of participation in these benefit plans will be provided if an employee receives an offer of employment.