SEM Operations Lead, Paid Search Activation Job at Citigroup Inc. in New York

The U.S. Consumer Cards organization delivers a wide array of credit card services to individual consumers, small businesses, and our co‑branded and retail partners. Our core offerings focus on credit cards and provide a comprehensive suite of products designed to meet various client payment and lending needs.

To deliver on our brand promise, we operate as a truly client‑centric organization, driving a high‑tech, high‑touch experience for the full Citi relationship, particularly in the U.S. We align our structure with our strategy to win in the U.S., our largest market, and drive greater client‑centricity across product, segment, and geography.

Media is a critical area of focus and growth for Citi U.S. Consumer Cards. The Media team is comprised of product and channel marketers who are responsible for driving growth while transforming our digital marketing capabilities to shift the quality and mix of digitally sourced accounts. This includes profitably acquiring new accounts, managing key acquisition channels, bringing new and refreshed products to market, partnering on through‑the‑line campaigns, testing new tactics, and driving marketing innovation.

We are seeking a highly skilled SEM Operations Lead to join our Paid Search Activation team.

This role will lead end‑to‑end SEM hands‑on keyboard operations, controls, and campaign execution for all Paid Search acquisition marketing campaigns. Responsibilities include managing the channel's end‑to‑end execution and operational strategy, technical optimization, budgeting, A/B testing, and reporting processes. The ideal candidate will possess deep technical expertise, exceptional leadership capabilities, and a proven track record of scaling complex SEM programs within a large enterprise, preferably in the financial services sector. Strong cross‑functional collaboration is essential, working closely with Digital Channels, Data Science, Risk, Legal, and external partners to ensure flawless campaign delivery, operational excellence, and compliance in a highly regulated environment.

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.
• 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, and reporting control issues with transparency.

Qualifications

• 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.
• 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 and projects simultaneously and drive solutions to complex problems.
• Resourceful and pragmatic self‑starter who is partner‑focused and excels in maintaining strategic vision while coordinating multiple projects with varying timelines.
• Superior attention to detail, with a process‑oriented mindset. Strong sense of accountability and decisiveness within a strong work ethic culture.

Education

• Bachelor’s or University degree; Master’s degree preferred.

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

Primary Location: New York, New York, United States.

Salary Range: $163,600.00 – $245,400.00.

Benefits include medical, dental, vision coverage; 401(k); life, accident, and disability insurance; and wellness programs. Citi also offers paid time off packages, including planned vacation, unplanned sick leave and paid holidays. For more information, visit citibenefits.com. Additional information regarding Citi employee benefits may vary by jurisdiction, job level, and date of hire.