📌 Core Information
🔹 Job Title: Paid Search Acquisitions, VP
🔹 Company: Citi
🔹 Location: Wilmington, Delaware, United States (with flexibility for remote work)
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: April 21, 2025
🔹 Experience Level: 6-10 years
🔹 Remote Status: On-site with flexibility for remote work
🚀 Job Overview
Key aspects of this role include:
- Leading operations and execution of Search Engine Marketing (SEM) campaigns for credit card and retail bank acquisitions
- Managing media, technical optimization, budgeting, testing, and reporting processes
- Collaborating with various internal and external teams, including agency partners, data science, risk, fraud, legal, and compliance teams
- Identifying and supporting new marketing channel opportunities, process improvements, channel expansion, restructures, and QA
- Working closely with the Digital Channels team, broader Citi digital acquisitions team, and other stakeholders
ASSUMPTION: This role requires a strong understanding of the SEM ecosystem, excellent communication and project management skills, and the ability to work effectively in a highly matrixed, complex environment.
📋 Key Responsibilities
✅ Lead the operations and execution of SEM campaigns for credit card and retail bank acquisitions
✅ Manage media, technical optimization, budgeting, testing, and reporting processes
✅ Collaborate with internal and external teams, including agency partners, data science, risk, fraud, legal, and compliance teams
✅ Identify and support new marketing channel opportunities, process improvements, channel expansion, restructures, and QA
✅ Work closely with the Digital Channels team, broader Citi digital acquisitions team, and other stakeholders
✅ Ensure flawless execution of campaigns, with an extreme focus on detail and accuracy
✅ Partner with internal stakeholders and business planning teams on reporting, tracking, and forecasting to evaluate program performance and develop future strategies
✅ Apply critical thinking skills to identify and size new acquisition opportunities, assess customer impacts, and make new recommendations to drive business growth
ASSUMPTION: This role requires a high level of attention to detail, strong organizational skills, and the ability to manage multiple projects simultaneously.
🎯 Required Qualifications
Education: Bachelor’s/University degree, Master’s degree preferred
Experience: 6-10 years of experience in development of marketing, product, or offer strategy, and/or actively managing channel(s) to target prospects. Search marketing experience strongly preferred.
Required Skills:
- Demonstrated knowledge of how the SEM ecosystem works, best practices, and tactics leveraged, and ability to monitor and make data-driven recommendations
- Analytic mindset and knowledge of test and learn best practices
- Excellent attention to detail and organizational skills
- Effective communication and presentation skills
- Strong proficiency with Excel and PowerPoint
Preferred Skills:
- Previous hands-on experience with SEM campaign execution (either in house or agency)
- Financial services industry experience
ASSUMPTION: Candidates with a strong background in search marketing, excellent communication skills, and proven project management experience are most likely to succeed in this role.
💰 Compensation & Benefits
Salary Range: $103,200.00 - $154,800.00 per year (based on the provided range)
Benefits:
- Medical, dental, and vision coverage
- 401(k) plan
- Life, accident, and disability insurance
- Wellness programs
- Paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays
Working Hours: Full-time, with a standard workweek of 40 hours
ASSUMPTION: The provided salary range is based on the information provided in the job listing. However, actual compensation may vary based on factors such as experience, qualifications, and market conditions.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Services
Company Size: 10,001+ employees
Founded: 1812
Company Description:
- Citi's mission is to serve as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress.
- Our core activities are safeguarding assets, lending money, making payments, and accessing the capital markets on behalf of our clients.
- We have 200 years of experience helping our clients meet the world's toughest challenges and embrace its greatest opportunities.
Company Specialties:
- Banking
- Commercial Banking
- Investment Banking
- Wealth Management
- Credit Cards
- Capital Markets
- Equity and Fixed Income Research
- Consumer Lending
- Cash Management
- Transaction Services
Company Website: Citi
ASSUMPTION: Citi is a global financial institution with a wide range of products and services, operating in over 100 countries worldwide.
📊 Role Analysis
Career Level: Mid-Senior level
Reporting Structure: This role reports directly to the Head of Digital Channels, U.S. Personal Banking
Work Arrangement: On-site with flexibility for remote work
Growth Opportunities:
- Potential to expand the role's scope and impact as the channel grows and evolves
- Opportunities to collaborate with various teams and stakeholders, driving strategic initiatives and process improvements
- Potential to advance within the Digital Channels team or explore other opportunities within Citi's broader marketing organization
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to drive strategic initiatives and make a meaningful impact on Citi's digital marketing efforts.
🌍 Location & Work Environment
Office Type: Hybrid (onsite with remote flexibility)
Office Location(s): Wilmington, Delaware, United States (with remote flexibility)
Geographic Context:
- Wilmington, Delaware, is located in the Northeast region of the United States, with a population of approximately 70,000 people.
- The city is situated near the Delaware River and offers a mix of urban and suburban living.
- Wilmington is home to several major corporations, including Citi, and has a growing tech industry.
Work Schedule: Full-time, with a standard workweek of 40 hours, Monday through Friday
ASSUMPTION: Wilmington, Delaware, offers a blend of urban and suburban living, with a growing tech industry and a relatively low cost of living compared to other major metropolitan areas in the Northeast United States.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with a member of the HR team
- Phone or video interview with the hiring manager or a member of the Digital Channels team
- On-site or virtual final interview with the Head of Digital Channels, U.S. Personal Banking, and other key stakeholders
- Background check and offer extension
Key Assessment Areas:
- Understanding of the SEM ecosystem and best practices
- Analytical skills and data-driven decision-making
- Communication and presentation skills
- Project management and organizational skills
- Cultural fit and alignment with Citi's values and work style
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of the SEM ecosystem and best practices in your application materials
- Showcase your analytical skills and data-driven approach in your responses to interview questions
- Prepare for behavioral interview questions that focus on your problem-solving skills, communication style, and cultural fit
ATS Keywords: Search Marketing, SEM, Paid Search, Acquisition, Marketing Strategy, Project Management, Data-Driven, Attention to Detail, Collaboration, Stakeholder Management, Process Improvement
ASSUMPTION: Citi's application process is designed to assess candidates' skills, experience, and cultural fit for the role. The interview process may vary depending on the specific role and the candidate's qualifications.
🛠️ Tools & Technologies
- Google Ads
- Microsoft Excel
- Microsoft PowerPoint
- Google Analytics
- Data visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: The specific tools and technologies required for this role may vary depending on the candidate's qualifications and the team's needs. However, proficiency with Google Ads, Microsoft Excel, and Microsoft PowerPoint is essential.
👔 Cultural Fit Considerations
Company Values:
- Client Centricity
- Responsibility
- Integrity
- Teamwork
- Innovation
- Excellence
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Adaptable and responsive to change
- Results-focused and accountable
- Strong communication and presentation skills
Self-Assessment Questions:
- How do you ensure that your marketing strategies and tactics align with Citi's client-centric approach?
- Can you provide an example of a time when you had to adapt to a significant change in your work environment or a project's scope? How did you handle it?
- How do you approach data-driven decision-making, and can you describe a time when you used data to inform a marketing strategy or campaign?
ASSUMPTION: Citi values candidates who are client-centric, responsible, and committed to delivering excellence in their roles. Strong communication and presentation skills, as well as the ability to work effectively in a collaborative, data-driven environment, are essential for success in this role.
⚠️ Potential Challenges
- Managing multiple projects and stakeholders simultaneously, with varying timelines and priorities
- Navigating a highly matrixed, complex organizational structure
- Keeping up with the latest trends and best practices in the rapidly evolving SEM landscape
- Ensuring compliance with Citi's policies and procedures, as well as regulatory requirements
- Balancing the need for innovation and process improvement with the need for operational excellence and flawless execution
ASSUMPTION: This role presents both strategic and tactical challenges, requiring a strong balance of analytical, communication, and project management skills to succeed.
📈 Similar Roles Comparison
- Compared to other marketing roles at Citi, this role has a stronger focus on paid search acquisition and channel management
- Compared to similar roles at other financial institutions, this role offers a unique blend of strategic and tactical responsibilities, with a strong emphasis on data-driven decision-making and process improvement
- Compared to roles in other industries, this role requires a deep understanding of the financial services industry and its regulatory landscape
ASSUMPTION: This role offers a unique blend of strategic and tactical responsibilities, with a strong emphasis on data-driven decision-making and process improvement, making it an attractive opportunity for candidates with relevant experience in the financial services industry.
📝 Sample Projects
- Developing and executing a comprehensive SEM strategy for a new credit card product launch, driving acquisition targets and maximizing ROI
- Optimizing the SEM campaign structure for an existing retail bank product, improving performance and reducing costs
- Conducting a competitive analysis of other financial institutions' SEM strategies, identifying opportunities for Citi to differentiate and gain market share
ASSUMPTION: These sample projects illustrate the strategic and tactical nature of the role, requiring a strong balance of analytical, communication, and project management skills to succeed.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the Digital Channels team, and how this role fits into the broader organization?
- What are the most pressing challenges facing the SEM channel, and how does this role contribute to addressing them?
- How does Citi support the professional development and growth of its marketing team members?
- Can you provide an example of a recent marketing initiative that drove significant business impact, and how did the Digital Channels team contribute to its success?
- How does Citi approach diversity, equity, and inclusion in its marketing efforts, and what role does this position play in supporting those initiatives?
ASSUMPTION: Asking thoughtful, insightful questions during the interview process demonstrates your interest in the role and your commitment to understanding the organization's culture and priorities.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on your search marketing expertise and data-driven approach
- Prepare for behavioral interview questions that focus on your problem-solving skills, communication style, and cultural fit
- Research Citi's mission, values, and recent marketing initiatives to demonstrate your understanding of the organization and your enthusiasm for the role
- Follow up with the hiring manager or HR contact within one week of submitting your application, expressing your interest in the role and inquiring about the status of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
