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Citi · 2 weeks ago

SEM Associate Director, Paid Search Activation

New York New York United States

Full-time

Hybrid

Mid, Senior Level, Lead/Staff

$130K/yr - $195K/yr

6+ years exp

Citi is a leading global bank that provides a wide array of credit card services to consumers and businesses. They are seeking a highly experienced SEM Associate Director to oversee the operational framework of their paid search program, lead campaign execution, and drive SEM operational transformation and innovation.

BankingFinanceFinancial Services

H1B Sponsor Likely

Responsibilities

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

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

Qualification

SEM campaign executionGoogle AdsMicrosoft AdsSA360Adobe AnalyticsLooker StudioGA4GTMDigital analyticsA/B testingData visualizationRisk managementCompliance frameworksCommunication skillsProject managementProblem-solving skillsNegotiation skills

Required

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

Preferred

Hands-on keyboard agency experience is 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

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2020 (901)