SUMMARY
The Channel Director, Paid Search will oversee and advance Butler/Till’s Paid Search Media offering, bringing deep expertise in campaign activation, AdTech, and performance marketing while translating insights into actionable opportunities for the agency. This role operates at the intersection of strategy, execution, and capability building, setting the standard for how campaigns are planned, optimized, and measured. The individual drives performance excellence by establishing scalable processes, advancing optimization frameworks, and integrating data, technology, and measurement approaches that improve outcomes.
They partner cross-functionally to ensure paid search is fully embedded in broader media and growth strategies while identifying opportunities to expand the agency’s capabilities and competitive differentiation. As a thought leader and people leader, they elevate Butler/Till’s market presence, educate internal and external stakeholders, and develop high-performing teams that consistently deliver results at scale.
KEY OUTCOMES & RESPONSIBILITIES
Key Outcome: Drive performance excellence and operational rigor across paid search campaigns
Key Responsibilities:
- Define, implement, and continuously refine standardized processes that ensure quality, accuracy, and efficiency in campaign execution
- Establish and enforce advanced optimization frameworks, including clear prioritization and order of operations across campaigns
- Develop and scale best-in-class tactical plans for new and existing clients, ensuring alignment with platform best practices and client objectives
- Conduct ongoing quality assurance reviews to identify gaps, resolve inconsistencies, and elevate overall campaign performance
Key Outcome: Expand the scope, sophistication, and competitiveness of the agency’s paid search capability
Key Responsibilities:
- Identify, evaluate, and integrate new audience strategies, data sources, and technology partners that enhance campaign performance and scalability
- Operationalize and standardize advanced search strategies across platforms (e.g., Google Ads, Microsoft Ads), ensuring consistent adoption across teams
- Define and implement best practices for measurement and attribution, enabling clear, actionable insights into campaign effectiveness
- Partner cross-functionally to strengthen integration of paid search within broader channel, data, and media strategies
- Identify opportunities to expand into adjacent capabilities (e.g., influencer/search integrations), ensuring structured and measurable execution
Key Outcome: Provide external and internal thought leadership in paid search
Key Responsibilities:
- Represent Butler/Till externally through conferences, panels, publications, and industry forums to position the agency as a leader in paid search activation
- Translate complex search strategies into clear, compelling narratives for clients, strengthening credibility and driving adoption of recommendations
- Educate and influence internal stakeholders through structured knowledge sharing on industry trends, platform updates, and emerging best practices
- Proactively contribute to agency POVs, case studies, and go-to-market narratives related to paid search
Key Outcome: Engage, retain, and enable performance of talent
Key Responsibilities:
- Contribute and proactively manage talent plans. Assess, hire, on-board, and grow role-appropriate talent
- Manage a team; set clear, outcome-based performance goals. Establish and maintain development plans for each
- Provide effective feedback that enables employees to improve and work toward goals, while seeking feedback from team to enable inclusion and continuous improvement
- Remove barriers to enable team outcomes
- Provide opportunities for growth and development, while mentoring and inspiring employees to unlock their full potential
Other Responsibilities:
Additional accountabilities and tasks may be assigned by leader/management, to contribute to overall team and agency success.
QUALIFICATIONS
- EDUCATION – Bachelor’s or Advanced degree in Communications, Public Relations, Marketing or a related field (or commensurate experience)
- EXPERIENCE – 8+ years of experience in digital marketing, advertising, or media field including:
o 5+ years of leadership/supervisor experience
o Agency experience
o Significant experience with Paid Search campaign activation, including stewardship of budgets in over $100k
o Experience with strategic tactical planning
o Experience in highly regulated industries preferred, such as Pharmaceuticals, Financial Services, Medical Insurance, Housing, Employment, Credit, or Political campaigns
o Experience with AdTech tools such Floodlights, Campaign Manager, Brand Safety, Google Analytics, Sprinklr, etc.
o Excellent verbal, written, and presenting 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 EXPECTATIONS
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 will be expected, to include quarterly leadership development training, key/critical meetings & events, and regular visitation to the Agency headquarters.
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.
EEO DISCLAIMER
At Butler/Till we are independent, women-owned and led, proudly purpose driven, and 100% employee-owned. Our structure and culture empower us to create positive impact for our clients, for the communities in which we live and work, and for ourselves.
Regardless of the background you come from, we’re thrilled to have you join us on our journey to be better every day.
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 $93,000 - $146,000 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.
