Senior Paid Search Specialist

Description

This position is considered hybrid for candidates living in the Rochester, NY area. 

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.

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.

SUMMARY 

The Senior Paid Search Specialist is responsible for leading the creation and execution of effective paid search strategies across the agency’s client base. This individual will have experience with campaign research, planning, management, strategy, and is an expert in search platforms including Google and Microsoft Ads (Bing). This individual is adept at paid search performance monitoring and recommending the most efficient means of achieving client objectives and KPIs. They are comfortable leading client-facing meetings, taking ownership of their accounts, and are considered subject matter experts in search trends and bridging in-platform performance with client goals. 

ESSENTIAL FUNCTIONS  

• Day-to-day lead on existing, complex paid search campaigns; performing optimizations daily, based on performance goals/ measurement framework, documenting changes and learnings that feed strategic insights 
• Expert in the setup and tagging of new campaigns per the measurement framework 
• Develops paid search strategies and plans for new and existing clients 
• Works closely with Specialist and Associate Specialist peers to ensure campaign management tasks are completed and executional best practices are followed. May include some training to achieve the aforementioned functions. 
• Conducts keyword research, architects account structure, creates ad copy/assets, and stewards submissions of such though client medical/legal review process 
• Supports Integrated Planning team in the development of Paid Search channel plans including budget forecasts, 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 both client and internal cross-functional team questions and inquiry 
• Takes ownership of their accounts including budget pacing, frequent quality checks, opportunity and trend identification, and provides an omniscient understanding of every aspect of their campaigns 
• Manages and works with large data sets including proficient work within Excel (Pivot tables, VLOOKUP, etc.) 
• Collaborates with Analytics, Integrated Planning, and Account Service teams to build reports and craft client communication 
• Works with manager to establishes organization-wide paid search best practices, guidelines, objectives and process 
• Authors thought leadership material (POVs, blog posts, white papers, speaking opportunities, etc.) 
• Evaluates and recommends paid search partners, technology and platforms 
• Assists with budget estimates for new projects or campaigns 
• Assists with monthly media financials, including budget tracking, invoicing, and reconciliation tasks 
• Assists with the maintenance and creation of processes and process documentation, ensuring it’s kept up to date 

Requirements

QUALIFICATIONS 

• EDUCATION - Bachelor’s degree in Marketing, Advertising, Communications, Business or equivalent work experience 
• EXPERIENCE - Minimum of 5 years of experience managing and leading campaigns in the paid search ecosystem. Experience in strategic planning and applied experience of bringing plans to execution. Google Ads certification required and Google Analytics certification preferred. Experience in Search Ads 360 (SA360) preferred. Strong experience using Excel (functions, formulas and pivot tables), Tableau, PowerBI, Looker Studio, or other data visualization tools for the aggregation, manipulation, and visualization of data.  
• Proven track record in operating with a high-level of integrity, commitment, and enthusiasm to take on a challenging role with cross-functional commitments. 

CORE COMPETENCIES 

• CUSTOMER FOCUSED: seeking to understand client business challenges/needs and delivering continuous value to our clients 
• EXTREMELY COLLABORATIVE: working with teams and across the organization with ease 
• HIGHLY AGILE: able to continuously learn and quickly adapt to changing circumstances 
• PROACTIVE: isn’t just an or