SEM Associate Director, Paid Search Activation

Citi is hiring a Senior Manager, Paid Search Operations to own and lead the full execution of paid search campaigns within the U.S. Consumer Cards Paid Media team — one of the most visible and high-impact digital marketing functions at one of the largest card issuers in the United States. This role carries end-to-end accountability for Search Engine Marketing (SEM) execution, automation strategy, and team leadership across a large-scale, multi-line-of-business acquisition program. You will play a defining role in shaping how Citi competes in AI-powered and automated search environments, while delivering compliant, high-performing campaigns at scale.

Responsibilities

• Lead end-to-end hands-on execution of all paid search campaigns across multiple lines of business, from initial build through full campaign flight, ensuring flawless delivery at scale.
• Manage and develop a large SEM execution team accountable for campaign trafficking, quality assurance, budget pacing, and performance reporting.
• Coordinate the operationalization of AI-driven and automated search capabilities — including automated bidding, targeting, and budget optimization — and establish governance frameworks to manage the associated risks.
• Establish and enforce quality assurance controls, campaign launch SLAs, and end-to-end operating procedures to eliminate operational risk and accelerate speed to market.
• Oversee campaign financial operations including insertion orders, credit line management, pacing controls, and billing reconciliation across all active campaigns.
• Maintain senior-level partnerships with Google, Microsoft, and SA360, influencing platform roadmaps and ensuring Citi benefits from emerging search capabilities.
• Define and track operational KPIs — including launch accuracy, error rate reduction, and speed-to-market — holding the team accountable for continuous performance improvement.
• Partner with Data Science, Analytics, and AdTech teams to scale attribution models, tracking solutions, and real-time performance monitoring frameworks.

Required Qualifications & Skills

• 10 or more years of hands-on SEM execution experience, with significant leadership responsibility for large-scale paid search programs in complex or regulated environments.
• Demonstrated ability to lead execution teams managing large SEM budgets, with a measurable record of improving ROAS, CPA, and conversion efficiency.
• Deep working knowledge of Google Ads, Microsoft Ads, and SA360, including advanced command of automated bidding strategies such as tCPA, tROAS, multi-target portfolio strategies, and shared budgets.
• Expertise in digital analytics, attribution modeling, A/B testing, and performance measurement frameworks applied directly to paid search programs.
• Track record of leading operational transformation and automation within highly regulated industries, with a clear understanding of compliance, data privacy, and advertising standards requirements.
• Ability to communicate SEM strategy, execution risks, and operational priorities clearly to senior stakeholders across Marketing, Technology, Legal, Finance, and Risk.
• Highly organized and execution-focused, with the capacity to manage multiple complex campaign programs simultaneously without loss of quality or control.

Beneficial Skills & Qualifications

• Experience working within financial services or another similarly regulated industry, with familiarity in navigating legal and compliance review processes for digital advertising.

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

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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.

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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

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Citi is an equal opportunity employer, and qualified candidates will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other characteristic protected by law.

If you are a person with a disability and need a reasonable accommodation to use our search tools and/or apply for a career opportunity review Accessibility at Citi.
View Citi’s EEO Policy Statement and the Know Your Rights poster.