SEM Senior Analyst, Paid Search Activation

Responsibilities

• Build and structure paid search campaigns across Google Ads and Microsoft Ads, including ad groups, keyword lists, match types, and bid strategies that align to acquisition goals.
• Traffic ad copy variations and implement ad extensions — including sitelinks, callouts, and structured snippets — in line with brand standards and compliance requirements.
• Apply audience targeting, geotargeting, device bid adjustments, and scheduling parameters to ensure campaigns reach the right customers at the right time.
• Implement UTMs, click trackers, and Floodlight conversion tags, and partner with tagging and analytics teams to validate tracking accuracy before and after launch.
• Perform structured pre‑launch quality assurance checks covering ad approvals, destination URLs, negative keyword coverage, budget settings, and overall account structure.
• Monitor daily campaign performance across pacing, CTR, CPC, and conversion trends, flagging anomalies and escalation risks to managers and strategists in a timely manner.
• Set up and monitor A/B and multivariate tests for ad copy and landing pages, document results, and share learnings to inform ongoing campaign optimisation.
• Maintain build trackers, QA logs, and pacing records to ensure full transparency across the team, and contribute to the continuous improvement of execution workflows and best practices.

• 2–4 years of hands‑on experience in SEM campaign execution or ad operations, with direct accountability for campaign builds and quality assurance.
• Proficiency in Google Ads, Microsoft Ads, SA360, and GA4, with the ability to navigate and execute across platforms independently.
• Competence in campaign trafficking, QA processes, and account structure best practices within a high‑volume environment.
• Working knowledge of tagging, tracking, and attribution concepts, including UTMs, click trackers, and conversion tag implementation.
• Meticulous attention to detail and disciplined process management, with the ability to identify and resolve issues quickly under time pressure.
• Analytical approach to campaign performance, with the ability to interpret data in Excel or Google Sheets and surface meaningful insights.
• Bachelor's degree or equivalent university qualification.

• A hybrid working arrangement with 3 days in the office and 2 days working remotely.
• Direct involvement in large‑scale paid search campaigns that drive measurable customer acquisition outcomes across one of Citi's most strategically important business lines.
• Exposure to a broad range of digital marketing disciplines — including campaign strategy, analytics, tagging, and testing — that accelerates your professional development.
• Access to learning and development resources that support your growth in paid media, performance marketing, and digital analytics.
• A collaborative team environment where your work has clear visibility and your contributions directly influence campaign performance and business results.
• Competitive compensation and a comprehensive benefits package, including financial wellbeing and employee support programmes.

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