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Job Description
Total Play Specialist Butler/Till, Inc. Rochester, NY Job Details Part-time $45,000 - $62,000 a year 2 days ago Benefits Paid parental leave Paid time off Parental leave Employee stock ownership plan Qualifications Microsoft Excel Video advertising campaigns Microsoft Outlook Programmatic advertising media campaign management Managing projects Full Job Description 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, our B-Corp status, and our unique structure as a 100% employee-owned company (ESOP). SUMMARY The Total Play Strategist is responsible for developing and executing effective media strategies for the agency's Total Play offering. Total Play is an integrated, cross-platform advertising solution that merges video, audio, and gaming formats, leveraging entertainment-like environments to engage audiences more effectively. With a primary focus on video channels (TV, streaming, and online video), they bring expertise in planning, activation, and partner management. Additionally, they leverage their understanding of audio or gaming as complementary channels, enriching cross-channel strategies to deliver more holistic and impactful campaigns. Demonstrating an aptitude to deliver high quality and accuracy, the Total Play Strategist drives positive business outcomes through data-driven insights, strategic partnerships, and innovative media solutions tailored to each client's unique needs. They support junior team members through mentorship and best practice sharing and collaborate with senior team members to navigate complex issues.
KEY OUTCOMES & RESPONSIBILITIES
Key Outcome:
Develop comprehensive media recommendations (video, audio, gaming) aligned to client's objectives
Key Responsibilities:
Support holistic media consideration across video (TV, OTT, OLV), audio, and gaming, utilizing both direct and programmatic buying methods Collaborate with Integrated Planning, Account Management, and Programmatic teams to develop cohesive, synergistic cross-channel media recommendations Demonstrate understanding of media partner capabilities and integrations; delineation between direct IO and programmatic activation opportunities where applicable Lead the end-to-end RFP process with oversight from senior team members, including vendor outreach, proposal evaluation, negotiations, and securing added value Provide recommendations based on objectives, past performance, and 1st & 3rd party research insights Research, propose, and champion test & learn opportunities; collaborate with cross-functional teams on viability for execution and measurement Clearly articulate asset and tagging requirements, and provide creative best practices for campaign success
Key Outcome:
Lead the successful activation and ongoing stewardship of media campaigns, ensuring seamless execution from planning to implementation
Key Responsibilities:
Lead timely launch and stewardship of multiple client campaigns, each with its unique set of video channels and targeting strategies, with oversight from senior team members Send tracking tags, manage trafficking deliverables, and troubleshoot any launch or performance issues across partners Lead recurring pacing, invoicing, and reconciliation tasks across all applicable channels
Key Outcome:
Manage campaign performance and reporting with informed decision-making and optimizations across video, audio, and gaming
Key Responsibilities:
Collaborate with Analytics team on recommended KPIs for channel activation strategies and to ensure accurate data tracking for all channels in dashboards (e.g. regular QA of video data) Monitor partner adherence to transparency & brand safety standards; support enhancements to standards Lead QA of campaign dashboards and reporting deliverables; strengthen data analysis skills to surface meaningful insights that drive optimizations Analyze and report on campaign effectiveness to maximize results across video, audio, and gaming Apply understanding of available optimization levers and collaborate with Activation team and partners on in-flight optimizations to enhance results Support troubleshooting of reporting issues, trafficking mapping, and site tagging to assist with campaign measurement Negotiate makegoods for under performance or mismanagement of client investments Collaborate with senior team members to share campaign learnings with direct and cross-functional peers, informing broader strategies and future planning efforts
Key Outcome:
Partner engagement and management maximize strategic and business impact
Key Responsibilities:
Build and maintain strong relationships with partners; actively sharing information with cross functional teams and supporting development of innovative client opportunities Support the development and optimization of Total Play supply strategies, identifying and curating high-value inventory sources that maximize audience quality, drive measurable outcomes, and push the boundaries of available opportunities Work with senior team members to evaluate new partners, tools, or technologies and integrate them into tactical planning when appropriate. Demonstrate understanding of direct and programmatic buying nuances, including supply accessibility, rates, inventory quality, and targeting strategies within DSP environments Produce insights, case studies, and thought leadership to elevate the agency's profile in the industry and enhance internal knowledge-sharing efforts
Key Outcome:
Support of enterprise-level initiatives and thought leadership advance competitive Total Play offering
Key Responsibilities:
Contribute to development of best practices, guidelines, and process improvement initiatives that support planning, activation, stewardship, and reporting Maintain pulse and report on industry trends and marketplace conditions impacting the video, audio, and gaming landscapes. Provide actionable insights relevant to our client portfolio Produce insights, case studies, and thought leadership to elevate the agency's profile in the industry and enhance internal knowledge-sharing efforts (e.g., blog posts, white papers, speaking opportunities) Participate in internal and external learning and development opportunities. Support development and sharing of educational materials Actively adopting new buying methodologies and experimenting with automation, advanced targeting, and supply optimization within Total Play channels Support onboarding and mentorship of junior team members, offering training and guidance on the full workflow, enterprise initiatives, and partner management Proactively surface strategic refinements and solutions to campaign or process challenges, applying critical thinking, initiative, and a focus on client goals, partner capabilities, and marketplace trends
Other Responsibilities:
Demonstrate proficiency in media planning and buying tools throughout campaign workflows Comprehension and application of basic media math and demonstrate analytical skills Adoption & application of communication and project management tools effectively Responsible for leading small to mid-sized client organizations and providing support to senior team members on larger, more complex client organizations
QUALIFICATIONS REQUIRED EDUCATION
Bachelor's degree in marketing, Advertising, Communications, Business, or equivalent work experience
EXPERIENCE
2+ years of experience developing, launching, and managing video campaigns across TV, streaming video, and/or online video Proven track record in operating with a high-level of integrity, commitment, and enthusiasm to take on new opportunities Familiarity working in MediaOcean (Prisma) or comparable media buying software Proficient in Microsoft Office programs, Outlook, Excel, PowerPoint, and Word Self-starter able to seek new opportunities or projects, and lead from start to finish Ability to autonomously think around problems and identify potential solutions Ability to grasp new technology and product changes, and identify application to current work Written & verbal communication skills Comfortable operating in a fast-paced, deadline driven environment with rapidly changing priorities
PREFERRED
Experience working in highly regulated industry (e.g. pharma, healthcare, financial) Presentation skills Familiarity with Google Campaign Manager or comparable Familiarity with DoubleVerify or comparable
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
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.
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 $45,000 - $62,000 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.
