SEM Associate Director, Paid Search Activation

Citi•New York, NY

16d

About The Position

Contribute to the development and championing of the overarching SEM strategy, aligning with business objectives and marketing goals. Assist the SEM Operations Lead in defining best practices for campaign planning and execution. Lead the implementation and continuous refinement of robust operational processes for SEM campaign management, including workflow automation and QA. Drive efficiency and scalability across SEM operations, overseeing billing and pacing controls. Oversee and contribute to the hands-on keyboard setup and execution of all SEM campaigns. Provide guidance and mentorship to the execution team for building, trafficking, QA, budget management, and reporting. Monitor and optimize a significant paid search portfolio against core campaign KPIs. Identify, analyze, and help pilot innovative technologies and strategies to enhance ROAS and unlock growth. Serve as a key subject matter expert for SEM technology platforms (e.g., Google Ads, SA360). Drive the adoption of advanced features, collaborating with data/engineering teams on scalable solutions for tagging and monitoring. Champion a culture of data-driven insights by partnering with analytics teams to develop comprehensive reporting frameworks and dashboards. Utilize these tools to inform strategic decisions and optimize campaign effectiveness. Work closely with Risk & Controls teams and the SEM Operations Lead to ensure all SEM activities adhere to stringent internal policies and regulatory requirements. Assist in building and enforcing a standardized QA framework. Help establish and enforce Service Level Agreements (SLAs) for campaign launches and invoice reconciliation to mitigate operational risk. Contribute to creating playbooks and identify opportunities for workflow automation and AI solutions. Ensure flawless trafficking of ad copy, creative rotations, sitelinks, and end-to-end tracking. This function is crucial for accurate campaign delivery and optimizing ad relevance. Monitor key performance indicators (KPIs) such as campaign launch accuracy and error rate reduction. Provide guidance to the team to achieve these metrics, driving continuous improvement in operational efficiency. Foster strong relationships with leaders across Marketing, Technology, Product, Legal, and Finance teams. Effectively communicate SEM strategy and operational needs to stakeholders, ensuring alignment. Manage relationships with Google, Microsoft, SA360, and other technology vendors. Negotiate contracts and influence product roadmaps, ensuring optimal service delivery. Provide significant guidance, mentorship, and thought leadership to other SEM team members. Elevate collective expertise and capabilities within the team.

Requirements

6-10 years of progressive experience in SEM/paid search execution, including extensive experience in a leadership or senior role
Proven ability to drive operational efficiency in high-budget, highly regulated industries
Demonstrated experience managing significant execution teams and large-scale paid media budgets
Proven track record of driving substantial performance improvements (e.g., ROAS, conversion rates)
Mastery of Google Ads, Microsoft Ads, SA360, Adobe Analytics, Looker Studio, GA4, GTM, and related workflow tools
Deep expertise in SEM platforms and advanced bid strategies
Strong understanding of digital analytics, attribution modeling, A/B testing, and data visualization
Exceptional strategic thinking, problem-solving, and analytical skills
Extensive experience with risk management, compliance frameworks, and navigating regulatory landscapes, especially within financial services
Outstanding communication, presentation, and interpersonal skills, with the ability to influence and collaborate effectively at all organizational levels
Exceptional organizational, project management, and problem-solving skills
Demonstrated ability to manage multiple complex projects
Self-starter, partner-focused, and capable of maintaining a strategic vision while coordinating multiple projects
Resourceful, pragmatic, and forward-thinking, with superior attention to detail
Strong negotiator, comfortable in matrixed environments, and highly accountable
Bachelor's/University degree, Master's degree preferred

Nice To Haves

Hands-on keyboard agency experience is preferred

Responsibilities

Contribute to the development and championing of the overarching SEM strategy
Assist the SEM Operations Lead in defining best practices for campaign planning and execution
Lead the implementation and continuous refinement of robust operational processes for SEM campaign management, including workflow automation and QA
Drive efficiency and scalability across SEM operations, overseeing billing and pacing controls
Oversee and contribute to the hands-on keyboard setup and execution of all SEM campaigns
Provide guidance and mentorship to the execution team for building, trafficking, QA, budget management, and reporting
Monitor and optimize a significant paid search portfolio against core campaign KPIs
Identify, analyze, and help pilot innovative technologies and strategies to enhance ROAS and unlock growth
Serve as a key subject matter expert for SEM technology platforms (e.g., Google Ads, SA360)
Drive the adoption of advanced features, collaborating with data/engineering teams on scalable solutions for tagging and monitoring
Champion a culture of data-driven insights by partnering with analytics teams to develop comprehensive reporting frameworks and dashboards
Work closely with Risk & Controls teams and the SEM Operations Lead to ensure all SEM activities adhere to stringent internal policies and regulatory requirements
Assist in building and enforcing a standardized QA framework
Help establish and enforce Service Level Agreements (SLAs) for campaign launches and invoice reconciliation to mitigate operational risk
Contribute to creating playbooks and identify opportunities for workflow automation and AI solutions
Ensure flawless trafficking of ad copy, creative rotations, sitelinks, and end-to-end tracking
Monitor key performance indicators (KPIs) such as campaign launch accuracy and error rate reduction
Foster strong relationships with leaders across Marketing, Technology, Product, Legal, and Finance teams
Effectively communicate SEM strategy and operational needs to stakeholders, ensuring alignment
Manage relationships with Google, Microsoft, SA360, and other technology vendors
Negotiate contracts and influence product roadmaps, ensuring optimal service delivery
Provide significant guidance, mentorship, and thought leadership to other SEM team members