Senior Total Play Specialist

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 Total Play Specialist leads the development and execution of advanced 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 deep expertise in planning and activation. Additionally, they leverage a comprehensive understanding of audio or gaming as complementary channels, enriching cross-channel strategies to deliver more holistic and impactful campaigns.

Demonstrating a strong aptitude for high quality and accuracy, the Senior Total Play Specialist drives positive business outcomes through data-driven insights, strategic partnerships, and innovative media solutions tailored to each client’s unique needs. They effectively manage complex issues independently, seeking leadership support for escalated matters. Additionally, the Senior Total Play Specialist mentors and coaches junior team members, providing guidance and support to develop their skills and enhance their performance, fostering a collaborative and growth-oriented team environment.

KEY OUTCOMES & RESPONSIBILITIES

Key Outcome: Develop comprehensive media recommendations (video, audio, gaming) aligned to client’s objectives

Key Responsibilities:

• Lead 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; provide cross-channel guidance
• Demonstrate deep understanding of media partner capabilities and integrations; distinguish between direct IO and programmatic activation opportunities where applicable
• Provide strategic 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 successful activation and ongoing stewardship of complex media campaigns (video, audio, gaming), ensuring seamless execution from planning to implementation

Key Responsibilities:

• Oversee the end-to-end RFP process, including vendor outreach, proposal evaluation, negotiations, and securing added value
• Lead the timely launch and stewardship of multiple client campaigns, each with unique channel and targeting strategies
• Manage recurring pacing, invoicing, and reconciliation tasks across all applicable channels
• Negotiate makegoods for under performance or mismanagement of client investments
• Support campaign tracking process, ensuring accurate and timely implementation across 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; implement enhancements to standards
• Analyze and report on campaign effectiveness to maximize results across video, audio, and gaming
• Optimize campaigns based on performance goals and cross-channel dependencies that build synergistic strategies that enhance overall campaign performance
• Manage troubleshooting of reporting, trafficking mapping, and site tagging to assist with campaign measurement

Key Outcome: Collaboration, partner engagement, and thought leadership advance competitive Total Play offering

Key Responsibilities:

• Build and maintain strong relationships with partners; actively sharing information with cross functional teams and identifying innovative client opportunities
• 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
• Author thought leadership (blog posts, white papers, case studies, etc.)
• Contribute to identification and implementation of best practices, guidelines, and objectives that support planning, activation, stewardship, and reporting
• Collaborate with channel peers on integrated efforts to ensure a cohesive deliverable
• Participate in internal and external learning and development opportunities. Support development and sharing of educational materials

Other Responsibilities:

• Demonstrate proficiency in media planning and buying tools throughout campaign workflows
• Comprehension and application of complex media math and demonstrate strong analytical skills
• Adoption & application of communication and project management tools effectively
• Responsible for leading larger, more complex client organizations and providing support/mentorship to junior team members on small to mid-sized client organizations
• Responsible for leading internal and external discussions related to clients and video, audio, and gaming offering; may be asked to contribute to and/or lead presentations
• Additional accountabilities and tasks may be assigned by leader/management, to contribute to overall team and agency success.

QUALIFICATIONS

REQUIRED

• EDUCATION: Bachelor's degree in marketing, Advertising, Communications, Business, or equivalent work experience
• EXPERIENCE: 4+ years of experience developing, launching, and managing video campaigns across linear, 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
• Ability to quickly grasp new technology and product changes, and identify application to current work
• Written & verbal communication skills
• Proactive and curious attitude. Strong problem-solving skills
• Comfortable operating in a fast-paced, deadline driven environment with rapidly changing priorities
• Self-starter able to seek new opportunities or projects, and lead with support from start to finish

PREFERRED

• Experience working in highly regulated industry (e.g. pharma, healthcare)
• Experienced using syndicated research and 1st party data to inform strategy and activation
• Presentation skills

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 travel to Rochester during their initial onboarding period (ideally within the first 4 weeks of employment) and annually for the Shareholder’s Summit held in June.

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 $48,000 - $75,000 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.