SEM Associate Director, Paid Search Activation

SEM Associate Director, Paid Search Activation

Citi is looking for a Paid Search Associate Director to lead enterprise-scale paid search execution within the U.S. Consumer Cards Paid Media team

one of the largest and most performance-driven digital marketing operations in financial services. In this role, you will own the end-to-end delivery of paid search campaigns across multiple lines of business, translating strategy into scalable, compliant, and high-performing execution. You will manage a hands-on delivery team and play a central role in advancing automation and AI-driven search capabilities across Citi's paid search program.
Responsibilities

Lead end-to-end paid search campaign execution across multiple lines of business, overseeing delivery from initial build through launch and ongoing in-flight management to ensure consistent, high-quality output.
Manage and develop a campaign delivery team responsible for trafficking, quality assurance, budget pacing, and performance reporting, setting clear execution standards across all accounts.
Design and continuously refine standardized workflows, playbooks, and operating procedures that improve campaign delivery 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 automated bidding strategies such as tCPA, tROAS, and portfolio bidding

within campaign execution workflows to improve performance and reduce manual effort.
Partner with Analytics teams to build reporting frameworks and dashboards that track campaign performance against key metrics including ROAS, CPA, and conversion rates, enabling reliable attribution and informed decision-making.
Collaborate with stakeholders across Marketing, Technology, Product, Risk, Legal, and Finance to align execution priorities, communicate performance updates, and manage platform and vendor relationships with Google, Microsoft, and SA360.
Required Qualifications & Skills

610 years of experience in paid search execution, including direct leadership of campaign delivery teams in complex, high-volume environments.
Hands-on expertise in Google Ads, Microsoft Ads, and SA360, with advanced proficiency in Google automated bidding strategies including tCPA, tROAS, budget-based bidding, multi-target portfolio strategies, and shared budgets.
Demonstrated ability to manage paid search programs at scale, including large budgets and simultaneous campaigns across multiple business lines.
Working knowledge of automation and AI-driven search capabilities and their practical impact on campaign execution workflows.
Solid grounding in digital analytics, attribution models, A/B testing, and performance optimization methodologies.
Experience operating within regulated environments, with exposure to risk, compliance, and governance frameworks.
Bachelor's degree or equivalent university qualification.
Beneficial Skills & Qualifications

Familiarity with tagging, tracking implementation, and scalable execution solutions developed in partnership with Data and Engineering teams.
Experience troubleshooting campaign, platform, and tracking issues across major search platforms to maintain consistent delivery.
Background in consumer marketing or financial services, with an understanding of how paid search fits within broader through-the-line campaign strategies.
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.