Senior Publisher Direct Specialist

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, and our unique structure as a 100% employee-owned company (ESOP).

SUMMARY

The Senior Publisher Direct Specialist is responsible for autonomously developing and executing effective media strategies rooted in endemic environments that align closely to client audiences and goals. They bring expertise across a variety of digital, offline, and emerging formats, collaborating with partners to deliver high-quality, brand-safe, and innovation-driven media solutions.

KEY OUTCOMES & RESPONSIBILITIES

Key Outcome: Develop comprehensive media recommendations rooted in endemic environments, aligned to client objectives and strategic priorities

Key Responsibilities:

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• Lead holistic media consideration across endemic partners and channels, utilizing both direct and programmatic buying methods
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• Collaborate with Integrated Planning, Account Management, and Programmatic teams to develop cohesive, synergistic cross-channel media recommendations
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• Demonstrate understanding of media partner capabilities and integrations; delineation between direct IO and programmatic activation opportunities where applicable
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• Lead, and train others on, the end-to-end RFP process, including vendor outreach, proposal evaluation, negotiations, and securing added value
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• Leverage expertise in, and train others on, targeting strategies, inventory offerings, placement options, buying methodologies, and performance insights to build well-informed, high-quality recommendations
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• Research, propose, and champion test & learn opportunities; collaborate with cross-functional teams on viability for execution and measurement
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• Clearly articulate asset and tagging requirements, and provide creative best practices for campaign success
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Key Outcome: Lead the successful activation and ongoing stewardship of media campaigns, ensuring seamless execution from planning to implementation

Key Responsibilities:

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• Manage, and train others on, all aspects of order creation and partner acceptance, aligned to Agency processes
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• Lead timely launch and stewardship of multiple client campaigns, each with its unique set of channels and targeting strategies
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• Facilitate partner development of custom creative assets, acting as a conduit between internal and external stakeholders, managing timelines and expectations
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• Send tracking tags, manage trafficking deliverables, and troubleshoot any launch or performance issues across partners
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• Lead and train others on recurring pacing, invoicing, and reconciliation tasks across all applicable channels
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Key Outcome: Manage campaign performance and reporting with informed decision-making and optimizations

Key Responsibilities:

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• Collaborate with Analytics team on recommended KPIs for channel activation strategies and ensure accurate data tracking for all channels in dashboards
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• Ensure partner reporting and data transfers are timely, accurate, and actionable
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• Lead, and train others on, QA of campaign dashboards and reporting deliverables; strengthen data analysis skills to surface meaningful insights that drive optimizations
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• Analyze and report on campaign effectiveness to maximize results across endemic environments
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• Apply understanding of available optimization levers and collaborate with Activation team and partners on in-flight optimizations to enhance results
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• Negotiate makegoods for under- performance or mismanagement of client investments
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• Support troubleshooting of reporting issues, trafficking mapping, and site tagging to assist with campaign measurement
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• Collaborate with junior team members to share campaign learnings with direct and cross-functional peers, informing broader strategies and future planning efforts
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Key Outcome: Partner engagement and management maximize strategic and business impact

Key Responsibilities:

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• Build and maintain strong relationships with partners, actively sharing information with cross functional teams and supporting development of innovative client opportunities
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• Act as the primary day-to-day liaison between media partners and internal teams, ensuring seamless communication and information sharing
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• Support the development and optimization of endemic supply strategies, identifying and curating high-value inventory sources that maximize audience quality, drive measurable outcomes, and push the boundaries of available opportunities
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• Evaluate new partners, tools, or technologies and integrate them into tactical planning when appropriate
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• Demonstrate growing understanding of direct and programmatic buying nuances, including supply accessibility, rates, inventory quality, and targeting strategies within DSP environments
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Key Outcome: Support of enterprise-level initiatives and thought leadership advance our endemic offering

Key Responsibilities:

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• Recommend and develop best practices, guidelines, and process improvement initiatives that support planning, activation, stewardship, and reporting
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• Maintain pulse and report on industry trends and marketplace conditions impacting endemic environments. Provide actionable insights relevant to our client portfolio
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• 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)
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• Participate in internal and external learning and development opportunities. Develop and share educational materials
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• Actively adopt new buying methodologies and experiment with automation, advanced targeting, and supply optimization within Publisher Direct channels
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• Support onboarding and mentorship of junior team members, offering training and guidance on the full workflow, enterprise initiatives, and partner management
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• 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
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• Additional accountabilities and tasks may be assigned by leader/management, to contribute to overall team and agency success
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QUALIFICATIONS

REQUIRED

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• Bachelor's degree in Marketing, Advertising, Communications, Business, or equivalent work experience
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• 5+ years of experience managing direct-to-publisher digital campaigns across display, custom digital programs, and/or online video
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• Familiarity working in MediaOcean (Prisma) or comparable media buying software
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• Proficient in Microsoft Office programs, Outlook, Excel, PowerPoint, and Word
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• Self-starter able to seek new opportunities or projects, and lead from start to finish
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• Ability to autonomously think around problems and identify potential solutions
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• Ability to grasp new technology and product changes, and identify application to current work
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• Strong written & verbal communication skills
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• Comfortable operating in a fast-paced, deadline driven environment with rapidly changing priorities
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• Demonstrated comprehension and application of basic media math and analytical skills
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• Ability to mentor and coach junior team members by providing guidance and training that strengthens team capability
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PREFERRED

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• Experience working in highly regulated industry (e.g. pharma, healthcare, finance)
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• Familiarity with Google Campaign Manager or comparable
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• Familiarity with DoubleVerify or comparable
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CORE COMPETENCIES

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• CUSTOMER FOCUS/CLIENT INTIMACY: Seeking to understand client business challenges/needs and delivering continuous value to our clients
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• COLLABORATIVE: Working with teams and across the organization with ease
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• OWNER AGILITY: Able to continuously learn and quickly adapt to changing circumstance
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• RESULTS DRIVEN: Accepts accountability to deliver business outcomes, even under changing circumstances. Delivers on commitments
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• DISCIPLINED: Thinks, plans, and prioritizes work on an ongoing basis, plans and aligns with key team members before acting
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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 $52,000- $82,000 and represents the annual salary range in Rochester, NY.

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.