SEM Associate Director, Paid Search Activation

Citi • New York, NY

3d • $163,600 - $245,400 • Onsite

About The Position

Citi is hiring a Senior Manager, Paid Search Operations to own and lead the full execution of paid search campaigns within the U.S. Consumer Cards Paid Media team — one of the most visible and high-impact digital marketing functions at one of the largest card issuers in the United States. This role carries end-to-end accountability for Search Engine Marketing (SEM) execution, automation strategy, and team leadership across a large-scale, multi-line-of-business acquisition program. You will play a defining role in shaping how Citi competes in AI-powered and automated search environments, while delivering compliant, high-performing campaigns at scale.

Requirements

• 10 or more years of hands-on SEM execution experience, with significant leadership responsibility for large-scale paid search programs in complex or regulated environments.
• Demonstrated ability to lead execution teams managing large SEM budgets, with a measurable record of improving ROAS, CPA, and conversion efficiency.
• Deep working knowledge of Google Ads, Microsoft Ads, and SA360, including advanced command of automated bidding strategies such as tCPA, tROAS, multi-target portfolio strategies, and shared budgets.
• Expertise in digital analytics, attribution modeling, A/B testing, and performance measurement frameworks applied directly to paid search programs.
• Track record of leading operational transformation and automation within highly regulated industries, with a clear understanding of compliance, data privacy, and advertising standards requirements.
• Ability to communicate SEM strategy, execution risks, and operational priorities clearly to senior stakeholders across Marketing, Technology, Legal, Finance, and Risk.
• Highly organized and execution-focused, with the capacity to manage multiple complex campaign programs simultaneously without loss of quality or control.

Nice To Haves

• Experience working within financial services or another similarly regulated industry, with familiarity in navigating legal and compliance review processes for digital advertising.

Responsibilities

• Lead end-to-end hands-on execution of all paid search campaigns across multiple lines of business, from initial build through full campaign flight, ensuring flawless delivery at scale.
• Manage and develop a large SEM execution team accountable for campaign trafficking, quality assurance, budget pacing, and performance reporting.
• Coordinate the operationalization of AI-driven and automated search capabilities — including automated bidding, targeting, and budget optimization — and establish governance frameworks to manage the associated risks.
• Establish and enforce quality assurance controls, campaign launch SLAs, and end-to-end operating procedures to eliminate operational risk and accelerate speed to market.
• Oversee campaign financial operations including insertion orders, credit line management, pacing controls, and billing reconciliation across all active campaigns.
• Maintain senior-level partnerships with Google, Microsoft, and SA360, influencing platform roadmaps and ensuring Citi benefits from emerging search capabilities.
• Define and track operational KPIs — including launch accuracy, error rate reduction, and speed-to-market — holding the team accountable for continuous performance improvement.
• Partner with Data Science, Analytics, and AdTech teams to scale attribution models, tracking solutions, and real-time performance monitoring frameworks.

Benefits

• medical, dental & vision coverage
• 401(k)
• life, accident, and disability insurance
• wellness programs
• paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed