SEM Associate Director, Paid Search Activation

Tonic3•New York, NY

1d•$135,000 - $155,000•Hybrid

About The Position

Tonic3 is seeking an SEM Associate Director, Paid Search Activation to join their integrated in-house agency. This role will collaborate with client partners to deliver exceptional work, driving growth, shaping operational transformation, and optimizing search activation across enterprise-level campaigns for a leading Fortune 500 financial brand. The position requires an operational strategist and activation leader who can translate vision into seamless execution, oversee hands-on delivery teams, refine workflows, and drive the adoption of AI-powered SEM capabilities within evolving search environments. The SEM Associate Director leads enterprise-level campaign execution, manages operational frameworks, and oversees hands-on keyboard delivery teams responsible for trafficking, QA, budget pacing, and reporting. This role works closely with the SEM Operations Lead to ensure efficient, accurate, and compliant campaign delivery while driving automation and workflow transformation.

Requirements

8–10 years of professional experience in paid search / SEM execution, with proven leadership of campaign delivery teams in complex, high-volume enterprise environments.
Bachelor’s degree or equivalent university degree required.
Advanced proficiency in Google Ads, Microsoft Ads, SA360, and related SEM platforms, including deep expertise in Google automated bidding strategies (tCPA, tROAS, shared budgets).
Strong understanding of AI-driven SEM capabilities, scripts, and platform automation, along with the QA processes required to manage automation risks at scale.
Familiarity with operating inside regulated environments and navigating risk, compliance, and governance frameworks.
Solid knowledge of digital analytics, attribution models, A/B testing, and performance optimization methodologies.
Exceptional stakeholder management, cross-functional collaboration, and team development abilities.
Highly adept at managing multiple priorities, tight timelines, and large-scale budgets simultaneously.

Responsibilities

Lead Activation Teams: Oversee hands-on keyboard execution of SEM campaigns across multiple lines of business, ensuring high-quality delivery from build through launch and in-flight management.
Manage & Develop Talent: Direct a team responsible for campaign trafficking, QA, budget pacing, and reporting, establishing consistent execution standards across all accounts.
Optimize Workflows & Playbooks: Design, implement, and continuously refine standardized operating procedures, SLAs, and playbooks to enhance efficiency, accuracy, and scalability.
Drive AI & Automation: Support the execution of automated bidding (tCPA, tROAS, multi-target portfolios), dynamic creative formats, and scripts while operationalizing emerging AI-driven search experiences.
Ensure Compliance & Quality Control: Enforce robust QA frameworks (pre-live/post-live, bulk uploads) and partner with Risk, Legal, and Compliance teams to align all SEM activities with regulatory standards.
Technical & Platform Leadership: Act as a subject matter expert in Google Ads, Microsoft Ads, and SA360, troubleshooting campaign or tracking issues and partnering with Data/Engineering teams on tagging and tracking.
Performance & Analytics Collaboration: Partner with Analytics teams to build dashboards, track performance against key KPIs (CPA, ROAS, efficiency), and ensure accurate data inputs for reliable attribution.
Stakeholder & Vendor Alignment: Collaborate across Marketing, Tech, Product, Finance, and key platform partners (Google, Microsoft) to align on priorities and service delivery.