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Citi · 3 weeks ago

SEM Operations Lead, Paid Search Activation

New York, NY

Full-time

Onsite

Senior Level, Lead/Staff

$164K/yr - $245K/yr

10+ years exp

Citi is a leading financial services company that delivers a wide array of credit card services to consumers and businesses. They are seeking a highly skilled SEM Operations Lead to manage all Paid Search acquisition marketing campaigns, focusing on execution, optimization, and collaboration with various teams to ensure operational excellence and compliance.

BankingFinanceFinancial Services

H1B Sponsor Likely

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

Qualification

Search Engine MarketingGoogle AdsMicrosoft AdsSA360Adobe AnalyticsLooker StudioGA4GTMRisk managementCompliance frameworksA/B testingData visualizationAnalytical skillsProject managementCommunication skillsLeadership skills

Required

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

Bachelor's/University degree

Preferred

Master's degree preferred

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

Company

Citi

Glassdoor3.8

Citi's mission is to serve as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress.

Founded in 1812

San Antonio, Texas, USA

10001+ employees

https://www.citi.com

H1B Sponsorship

Citi has a track record of offering H1B sponsorships. Please note that this does not guarantee sponsorship for this specific role. Below presents additional info for your reference. (Data Powered by US Department of Labor)

Distribution of Different Job Fields Receiving Sponsorship

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Trends of Total Sponsorships

2025 (1386)

2024 (849)

2023 (1375)

2022 (1117)

2021 (876)

2020 (901)