Hybrid Senior SEM Analyst, Paid Search Activation

at Citi

• Job title: Senior SEM Analyst, Paid Search Activation
• Job type: Full Time
• Experience level: Senior
• Salary: $78,320 - $109,280 per year
• Degree requirement: Bachelor's Degree
• Location requirements: Hybrid, New York City, United States

About the role

• SEM Senior Analyst executing paid search campaigns for Citi. Handling day-to-day builds, QA, and monitoring of paid search campaigns focusing on optimization and compliance.

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

Requirements

• 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

Benefits

• medical, dental & vision coverage
• 401(k)
• life, accident, and disability insurance
• wellness programs
• paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays