Paid search strategist

Butler/Till is a results-driven marketing agency offering deeply collaborative client experiences, proprietary technology, and world-class partnerships. At Butler/Till, we take immense pride in our independent, women-owned and led status, our unwavering commitment to a purpose-driven approach, and our unique structure as a 100% employee-owned company (ESOP).

SUMMARY

The Paid Search Strategist at Butler/Till supports small business clients by combining hands-on paid search execution with consultative client support. This role balances campaign management, reporting, and optimization with educating clients on how paid search drives their business goals. As a subject matter expert, the Strategist analyzes performance, ensures quality, supports strategy and planning, and optimizes KPIs while collaborating closely with internal teams and staying current on industry trends.

KEY OUTCOMES & RESPONSIBILITIES

Key Outcome: Client Support and Education

Key Responsibilities:

• Serve as an expert point of contact for clients enrolled in our Paid Search program
• Educate clients on paid search fundamentals and program details
• Provide performance read outs and insights, showcasing how our team’s work drives business outcomes
• Coach clients on appropriate budget and investment level
• Maintain documentation of client communication

Key Outcome: Measurement and Reporting

Key Responsibilities:

• Analyze, review, and report on effectiveness of campaigns to clients
• Effectively communicates and educates internal teams on performance nuances, citing team-driven optimizations and/or external factors that impacted performance
• Acts as channel SME, 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
• Translate raw performance data into clear, meaningful stories about campaign results
• Use data-driven insights to optimize and improve paid media performance
• Partner with clients to drive progress toward their business goals

Key Outcome: Planning and Strategy

Key Responsibilities:

• 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
• Support in identifying testing opportunities quarterly, contributing to testing briefs, recommendations, and execution plans
• Work with Senior Specialists to 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:

• Act as a bridge between the Paid Search team and client needs, concerns, and perspectives
• Support the Planning team in developing channel plans, including budget forecasts, campaign and bid strategies, account structure, competitive insights, testing opportunities, and actionable learnings
• Collaborate with Analytics, Planning, and Account Service teams to develop reporting and craft clear, effective client communications
• Partner cross-functionally to author thought leadership materials, including POVs, blog posts, white papers, and speaking content

QUALIFICATIONS

• Bachelor’s degree in Marketing, Advertising, Communications, Business or equivalent work experience
• Minimum of 3 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

• Experience working in multi-location marketing and/or highly regulated industries
• Proactive and curious attitude
• Strong problem-solving skills
• Comfortable operating in a fast-paced, deadline driven environment with rapidly changing priorities
• Use of advanced Search bidding platforms (SA360, Marin, etc.)
• Strong Excel skills (VLOOKUP, Pivot tables/charts, etc.)
• Experience in customer-facing roles about paid media performance and strategy

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 circumstance
• 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

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 ENVIRONMENT & 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.

COMMITMENT TO DIVERSITY, EQUITY, INCLUSION, AND BELONGING

Our dedication to Diversity, Equity, Inclusion, and Belonging (DEIB) is a cornerstone of our culture. We believe that the diversity and inclusivity of our workforce are sources of strength. As you become part of our community, you'll discover that we are dedicated to creating a positive impact, not only for our clients but also for the communities where we live and work.

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 $49,000- $72,000 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.