Citigroup, Inc

SEM Associate Director, Paid Search Activation

Citigroup, Inc • $129K — $194K *
New York, NY 10025Hybrid
Finance & Insurance
5 - 7 years of experience
Reposted 1 week ago
Job Overview by Ladders

Qualifications

  • 6-10 years of experience in paid search execution, including leadership of delivery teams.
  • Hands-on expertise in Google Ads, Microsoft Ads, and SA360 with advanced automated bidding proficiency.
  • Ability to manage large-scale paid search programs with sizeable budgets.
  • Knowledge of automation and AI-driven search impact on workflows.
  • Background in digital analytics, attribution, A/B testing, and optimization methods.
  • Experience in regulated environments with exposure to compliance frameworks.
  • Bachelor's degree or equivalent qualification.

Responsibilities

  • Lead end-to-end paid search campaign execution across multiple business lines.
  • Manage and develop a campaign delivery team for quality assurance and performance reporting.
  • Refine standardized workflows and operating procedures for efficient campaign delivery.
  • Ensure compliance with regulatory requirements in paid search activities.
  • Implement AI-powered and automated bidding strategies in campaign workflows.
  • Build reporting frameworks with Analytics teams to track campaign performance metrics.
  • Collaborate with cross-functional stakeholders to align execution priorities and manage relationships.

Benefits

  • Hybrid working arrangement allowing for flexibility and collaboration.
  • Ownership of a high-impact paid search program across multiple products.
  • Involvement in adopting AI-driven search capabilities for campaign execution.
  • Learning and development opportunities for career growth and leadership skills.
  • Collaboration with diverse teams offering broad influence within the organization.
  • Comprehensive financial wellbeing and benefits package, including support for long-term financial planning.
  • Wellbeing support and resources for work-life balance.
Full Job Description
We are seeking a highly experienced SEM Associate Director to lead enterprise-scale paid search activation across multiple lines of business. The successful candidate will bring substantial hands-on experience building, launching, managing, and optimizing paid search campaigns, along with a deep understanding of campaign architecture, keyword strategy, bidding methodologies, audience targeting, conversion tracking, and performance optimization across Google Ads, Microsoft Ads, and SA360.

In this role, you will own and drive the end-to-end management of Citi's paid search programs, translating business objectives into scalable, compliant, and high-performing campaigns. You will serve as a trusted subject matter expert, establishing best practices, driving operational excellence, optimizing performance, and accelerating the adoption of automation and AI-driven capabilities across the search marketing program.

This role will manage and develop Citi's Paid Search Activation team, partner closely with SEM Strategy leads, and serve as the primary owner of SEM operational transformation, platform innovation, and day-to-day paid search operations.

Key Responsibilities

  • Lead end-to-end paid search campaign activation across multiple lines of business, overseeing campaign builds, keyword development, bid strategy implementation, audience deployment, launch readiness, optimization, and in-flight management to ensure consistent, high-quality performance.


  • Serve as the subject matter expert for paid search activation, bringing deep platform knowledge and hands-on experience across campaign architecture, keyword strategy, bidding, audience targeting, ad development, budget management, and performance optimization.


  • Manage and develop the Paid Search Activation team responsible for campaign builds, trafficking, quality assurance, budget pacing, optimization, and performance reporting, establishing clear operating standards and operational excellence across all accounts.


  • Establish and maintain activation standards across Google Ads, Microsoft Ads, and SA360, leveraging practical experience to guide campaign setup, optimization methodologies, troubleshooting, and QA processes.


  • Design and continuously refine standardized workflows, playbooks, and operating procedures that improve campaign activation efficiency, scalability, and consistency at enterprise scale.


  • Coordinate with Risk, Legal, and Compliance teams to ensure all paid search activities meet regulatory requirements and internal advertising standards, minimizing operational and compliance risk.


  • Operationalize AI-powered and automated search capabilities, including AI Max, automated bidding strategies (tCPA, tROAS, Maximize Conversions, Maximize Conversion Value), portfolio bidding, and shared budget management to improve campaign performance, drive efficiency, and enhance scalability.


  • Partner with Analytics teams to build reporting frameworks and dashboards that track campaign performance against key metrics including ROAS, CPA, conversion rate, and incremental business outcomes, enabling informed decision-making and reliable attribution.


  • Collaborate with stakeholders across Marketing, Technology, Product, Risk, Legal, and Finance to align priorities, communicate performance updates, and manage strategic platform and vendor relationships with Google, Microsoft, and SA360.


  • Partner with Analytics, Technology, and Operations teams to continuously enhance campaign measurement, tracking, automation, and activation capabilities across the paid search ecosystem.


Qualifications

  • 6-10 years of paid search experience, including direct leadership of paid search activation or campaign management teams in complex, high-volume environments.


  • Demonstrated hands-on experience personally building, launching, optimizing, and troubleshooting paid search campaigns within Google Ads, Microsoft Ads, and SA360, including campaign architecture, keyword strategy, ad creation, audience implementation, bidding strategy configuration, budget management, and performance optimization.


  • Proven experience managing large-scale paid search programs and budgets, with a strong understanding of account-level campaign structure, optimization strategies, and performance drivers.


  • Deep expertise in search campaign structure, keyword strategy, match type management, search query analysis, negative keyword development, audience targeting, and conversion tracking.


  • Advanced proficiency with Google Ads and SA360 bidding solutions, including tCPA, tROAS, portfolio bidding, shared budgets, seasonality adjustments, and AI-driven optimization strategies.


  • Solid grounding in digital analytics, attribution methodologies, A/B testing, incrementality measurement, and performance optimization best practices.


  • Experience operating within regulated environments, including collaboration with Risk, Compliance, and Legal stakeholders.


  • Familiarity with tagging, tracking implementation, and scalable marketing technology solutions developed in partnership with Data and Engineering teams.


  • Experience working with enterprise-scale campaign automation, audience strategies, and first-party data activation.


Education

Bachelor's/University degree required

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

What We Offer

Joining Citi's U.S. Consumer Cards Paid Media team means working at the centre of one of the largest card businesses in the United States, where your decisions directly influence how millions of customers discover and engage with Citi's products. This is a senior role with real ownership, cross-functional reach, and the opportunity to shape how paid search evolves at enterprise scale.
  • A hybrid working arrangement with 3 days in the office and 2 days working remotely, giving you flexibility alongside meaningful in-person collaboration.
  • Ownership of a high-impact paid search program that operates at significant scale across multiple products and business lines.
  • Direct involvement in the adoption of AI-driven search capabilities and automation, keeping you at the forefront of how the discipline is evolving.
  • Access to learning and development opportunities that support your continued growth as a senior practitioner and people leader.
  • Collaboration with cross-functional teams spanning Marketing, Technology, Product, Risk, Legal, and Finance, giving you broad exposure and influence across the organization.
  • Competitive financial wellbeing and benefits package, including support for long-term financial planning.
  • Wellbeing support and work-life balance resources designed to help you perform at your best.

Apply now to take ownership of paid search execution at one of the world's leading financial institutions and help shape the future of digital marketing at Citi.

Job Family Group:
Marketing

Job Family:
Advertising, Branding and Media

Time Type:
Full time

Primary Location:
New York New York United States

Primary Location Full Time Salary Range:
$129,840.00 - $194,760.00

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.

Most Relevant Skills
Please see the requirements listed above.

Other Relevant Skills
For complementary skills, please see above and/or contact the recruiter.

Anticipated Posting Close Date:

Automated Processing and AI

We use automated processing, including artificial intelligence, for our legitimate business interests (or our reasonable and appropriate business purposes) to identify and align the candidate's skills and abilities with a specific job opening. Additionally, if you so choose, or consent, we can match your skills and abilities to other suitable roles at Citi.

Importantly, all our hiring processes and decisions, including determining your suitability for a role, are conducted, checked, and decided by individuals. Our automated processing and AI do not involve relying on automatic or autonomous decision-making. Please refer to any Jurisdictional Considerations, with specific provisions for your country (where relevant) for further details.

Illinois residents - AI Notice and Right

About Citigroup, Inc

Citigroup is a financial services holding company that provides financial products and services. The company operates through two segments, Global Consumer Banking (GCB) and Institutional Clients Group (ICG). The GCB segment offers traditional banking services to retail customers through retail banking, commercial banking, Citi-branded cards, and Citi retail services. The ICG segment offers various banking, and financial products and services to corporate, institutional, public sector, and high-net-worth clients. This segment provides wholesale banking products and services, including fixed-income and equity sales and trading, foreign exchange, prime brokerage, derivative services, equity and fixed-income research, corporate lending, investment banking, and advisory services, private banking, cash management, trade finance, and securities services. Citi is committed to sustainability and social responsibility, and the company invests in initiatives that promote economic progress.

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Learn more about Citigroup, Inc
Market Cap
$1.3 billion
Industry
Finance & Insurance
Net Income
$89.6 million
Founded
1812
5 Year Trend
+4.6%
NASDAQ
C
* Ladders Estimates

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