SEM Senior Analyst, Paid Search Activation

Citi • Irving, TX

2d • $78,320 - $109,280 • Hybrid

About The Position

Citi is looking for a Senior SEM Analyst to join its Paid Search Activation team within the U.S. Consumer Cards Paid Media function — one of the most strategically important and high-volume paid search operations in financial services. In this role, you will own the end-to-end build, quality assurance, and daily monitoring of paid search campaigns across Google Ads and Microsoft Ads, ensuring every campaign launches accurately, performs to target, and meets compliance standards. You will work at the centre of a performance-driven team focused on digital acquisition growth, marketing innovation, and measurable business impact.

Requirements

• 2–4 years of hands-on experience in SEM campaign execution or ad operations, with direct accountability for campaign builds and quality assurance.
• Proficiency in Google Ads, Microsoft Ads, SA360, and GA4, with the ability to navigate and execute across platforms independently.
• Competence in campaign trafficking, QA processes, and account structure best practices within a high-volume environment.
• Working knowledge of tagging, tracking, and attribution concepts, including UTMs, click trackers, and conversion tag implementation.
• Meticulous attention to detail and disciplined process management, with the ability to identify and resolve issues quickly under time pressure.
• Analytical approach to campaign performance, with the ability to interpret data in Excel or Google Sheets and surface meaningful insights.
• Bachelor's degree or equivalent university qualification.

Responsibilities

• Build and structure paid search campaigns across Google Ads and Microsoft Ads, including ad groups, keyword lists, match types, and bid strategies that align to acquisition goals.
• Traffic ad copy variations and implement ad extensions — including sitelinks, callouts, and structured snippets — in line with brand standards and compliance requirements.
• Apply audience targeting, geotargeting, device bid adjustments, and scheduling parameters to ensure campaigns reach the right customers at the right time.
• Implement UTMs, click trackers, and Floodlight conversion tags, and partner with tagging and analytics teams to validate tracking accuracy before and after launch.
• Perform structured pre-launch quality assurance checks covering ad approvals, destination URLs, negative keyword coverage, budget settings, and overall account structure.
• Monitor daily campaign performance across pacing, CTR, CPC, and conversion trends, flagging anomalies and escalation risks to managers and strategists in a timely manner.
• Set up and monitor A/B and multivariate tests for ad copy and landing pages, document results, and share learnings to inform ongoing campaign optimisation.
• Maintain build trackers, QA logs, and pacing records to ensure full transparency across the team, and contribute to the continuous improvement of execution workflows and best practices.

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