SEM Operations Lead, Paid Search Activation

Citi•New York, NY

44d

About The Position

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. 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. Establish and enforce SLAs for campaign launches and invoice reconciliation to ensure zero operational risk. Create and own playbooks, identifying opportunities for workflow automation and AI solutions to enhance efficiency. Ensure flawless trafficking of ad copy, creative rotations, sitelinks, end-to-end tracking, and audience lists. 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.

Requirements

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.
Strong understanding of compliance frameworks in 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/projects simultaneously and drive solutions to complex problems.
Resourceful and pragmatic self-starter and problem-solver, who is partner-focused and excels in maintaining strategic vision while diving into the details of coordinating multiple projects with varying timelines simultaneously.
Superior attention to detail, with a process-oriented mindset.
Strong sense of accountability and decisiveness within a strong work ethic culture.
Bachelor's/University degree

Nice To Haves

Master's degree preferred

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.
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.