SEM Operations Lead, Paid Search Activation

Citigroup • New York, NY

10d

About The Position

The U.S. Consumer Cards organization delivers a wide array of credit card services to individual consumers, small businesses, and for our co-branded and retail partners. Our core offerings are focused on credit cards, providing a comprehensive suite of products designed to meet various client payment and lending needs. To deliver on our brand promise, we operate as a truly client-centric organization, driving a high tech, high touch experience for the full Citi relationship, particularly in the U.S. To do so, we have aligned our structure with our strategy, to ensure we win in the U.S., our largest market, and drive greater client-centricity across product, segment and geography. Media is a critical area of focus and growth for Citi U.S. Consumer Cards. The U.S. Consumer Cards Media team is comprised of product and channel marketers who are responsible for driving growth while transforming our digital marketing capabilities to shift the quality and mix of digitally sourced accounts. This includes profitably acquiring new accounts, managing key acquisitions channels, bringing new and refreshed products to market, partnering on through-the-line campaigns, testing new tactics, and driving marketing innovation. We are seeking a highly skilled SEM Operations Lead to join our Paid Search Activation team. This role will lead end-to-end SEM hands-on keyboard operations, controls, and campaign execution for all Paid Search acquisition marketing campaigns. This includes managing the channel's end-to-end execution and operational strategy, technical optimization, budgeting, A/B testing, and reporting processes. The ideal candidate will possess deep technical expertise, exceptional leadership capabilities, and a proven track record of scaling complex SEM programs within a large enterprise, preferably in the financial services sector. Strong cross-functional collaboration is essential, as the role requires working closely with Digital Channels, Data Science, Risk, Legal, and external partners to ensure flawless campaign delivery, operational excellence, and compliance in a highly regulated environment.

Requirements

• 10+ years of hands-on keyboard experience in Search Engine Marketing (SEM), with a significant portion dedicated to leading large-scale execution and delivery programs within a complex, regulated environment, especially in a leadership capacity.
• Proven experience managing execution teams and large-scale SEM budgets, consistently driving substantial performance improvements (e.g., ROAS, conversion rates).
• Proven ability to lead operational transformation in high-budget, highly regulated industries, such as financial services.
• Mastery of Google Ads, Microsoft Ads, SA360, Adobe Analytics, Looker Studio, GA4, GTM, and related workflow tools.
• Deep expertise in major SEM platforms, advanced bid management strategies, and automation tools.
• Strong understanding of digital analytics, attribution modeling, A/B testing, and data visualization tools.
• Exceptional strategic thinking, problem-solving, and analytical skills, with the ability to translate complex data into actionable insights.
• Extensive experience with risk management, compliance frameworks, and navigating regulatory landscapes, especially within financial services.
• Strong understanding of compliance frameworks in financial services.
• Excellent communication, presentation, and interpersonal skills, with the ability to influence and collaborate effectively at all levels of an organization.
• Exceptional organizational, project management, and problem-solving skills.
• Demonstrated ability to manage multiple tasks/projects simultaneously and drive solutions to complex problems.
• Resourceful and pragmatic self-starter and problem-solver, who is partner-focused and excels in maintaining strategic vision while diving into the details of coordinating multiple projects with varying timelines simultaneously.
• Superior attention to detail, with a process-oriented mindset.
• Strong sense of accountability and decisiveness within a strong work ethic culture.

Nice To Haves

• Master's degree preferred

Responsibilities

• Own and lead hands-on keyboard set up and execution of all SEM/paid search campaigns, from initial build through end-to-end flight.
• Lead a large, hands-on keyboard campaign execution team responsible for building and trafficking campaigns, performing QA and managing large budgets, pacing, QA and reporting, ensuring consistency across multiple lines of business.
• Build and enforce a standardized QA framework covering bulk sheets, pre-live and post-live validations and end-to-end campaign delivery checklists, with strict adherence to Citi risk and controls framework.
• Establish SLAs for campaign launches, trafficking updates and invoice reconciliation to ensure zero operational risk.
• Create and own playbooks for execution tasks, ensuring continuity across all lines of business, accounts and product lines.
• Oversee the creation and approval of insertion orders, credit line management, billing reconciliation, and pacing controls.
• Ensure flawless trafficking of ad copy, creative rotations, sitelinks, end-to-end tracking and audience lists.
• Partner with Legal, Risk, and Compliance teams to uphold stringent advertising standards, including disclosures, disclaimers, and data privacy adherence.
• Identify opportunities to implement workflow automation, process tools, and AI solutions to enhance efficiency and reduce manual errors.
• Establish KPIs such as campaign launch accuracy, error rate reduction, and speed-to-market. Hold the team accountable for achieving these metrics, driving continuous improvement in operational efficiency.
• Maintain senior-level partnerships with Google, Microsoft, SA360, and other technology vendors. Negotiate contracts and drive product roadmaps to ensure operational excellence and innovation.
• Partner with data/engineering to design scalable solutions for tagging, tracking and real-time pacing and performance monitoring.
• Act as the primary subject matter expert for SEM technology platforms (e.g., Google Ads, SA360). Drive adoption of advanced features and integrations, partnering with data/engineering for scalable solutions.
• Establish a culture of data-driven insights by partnering with analytics teams for comprehensive reporting frameworks, dashboards, and attribution models.
• Collaborate with Risk & Controls teams to ensure SEM activities adhere to stringent internal policies and regulatory requirements.
• Build and enforce a standardized QA framework, and partner with Legal for advertising standards and data privacy.
• Establish and enforce SLAs for campaign launches and invoice reconciliation to ensure zero operational risk.
• Create and own playbooks, identifying opportunities for workflow automation and AI solutions to enhance efficiency.
• Ensure flawless trafficking of ad copy, creative rotations, sitelinks, end-to-end tracking, and audience lists.
• Foster strong relationships with senior leaders across Marketing, Technology, Product, Legal, and Finance. Effectively communicate SEM strategy and operational needs to diverse stakeholders.
• Provide critical guidance, mentorship, and thought leadership to other SEM team members. Elevate collective expertise and capabilities, fostering a culture of continuous learning and growth.
• Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency, as well as effectively supervise the activity of others and create accountability with those who fail to maintain these standards.

Benefits

• In addition to salary, Citi's offerings may also include, for eligible employees, discretionary and formulaic incentive and retention awards.
• Citi offers competitive employee benefits, including: medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs.
• Citi also offers paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays.
• For additional information regarding Citi employee benefits, please visit citibenefits.com.
• Available offerings may vary by jurisdiction, job level, and date of hire.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 5,001-10,000 employees