SEM Senior Analyst, Paid Search Activation

The U.S. Consumer Cards organization delivers a wide array of credit card services to individual consumers, small businesses, and for our co-branded and retail partners. Our core offerings are focused on credit cards, providing 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. To do so, we have aligned our structure with our strategy, to ensure we 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 U.S. Consumer Cards 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 acquisitions 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 SEM Senior Analyst to join our Paid Search Activation team. This role will  handle the day-to-day builds, QA, and monitoring of paid search campaigns. This role will be focused entirely on hands-on keyboard campaign build and execution, ensuring every campaign is launched flawlessly, monitored effectively, and optimized according to business goals and compliance standards. 

Key Responsibilities: 

Upload and structure campaigns in Google Ads and Microsoft Ads, including ad groups, keywords, match types, and bid strategies. 

• Write and traffic ad copy variations, ensuring alignment with brand tone and compliance requirements. 

• Implement sitelinks, callouts, structured snippets, and other ad extensions. 

• Apply audience targeting, geotargeting, device bid adjustments, and scheduling. 

• Apply UTMs, click trackers, and Floodlight/Conversion tags. 

• Test tags in GTM and validate firing in QA tools before launch. 

• Confirm alignment with analytics team tracking documentation. 

• Perform structured QA checks: ad approval status, correct URLs, negative keyword coverage, budget caps, and proper account hierarchy. 

• Validate campaign builds against compliance requirements (disclaimers, negative keywords, etc.). 

• Ensure proper account hygiene, deduplication of keywords, ad rotation settings, bid strategy checks. 

• Check daily budget pacing, CTR, CPC, and conversion trends; flag anomalies. 

• Run “morning health checks” on campaign performance dashboards. 

• Generate weekly campaign performance reports with commentary. 

• Set up A/B or multivariate ad copy and landing page tests. 

• Monitor test performance, capture results, and report insights back to Managers/Strategists. 

• Maintain build trackers, QA logs, and pacing sheets. 

• Document learnings from campaign builds to improve SOPs. 
• 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 regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency.

Qualifications: 

• 2–5 years of experience in SEM execution. 

• Strong working knowledge of Google Ads, Microsoft Ads, SA360, GA4, and Excel/Sheets. 

• Meticulous attention to detail and process discipline. 

• Strong analytical mindset with ability to troubleshoot quickly. 

• Hands-on keyboard agency experience a plus. 

• Prior experience working in highly-regulated industries preferred. 

Education:

• Bachelors/University degree or equivalent experience

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