SEM Associate Director, Paid Search Activation

At Tonic3, we’re searching for an SEM Associate Director, Paid Search Activation to join our integrated in-house agency. Collaborate with client partners to deliver exceptional work and drive growth, shape operational transformation, and optimize search activation across enterprise-level campaigns for a leading Fortune 500 financial brand.

About the role

The SEM Associate Director, Paid Search Activation leads enterprise-level campaign execution, manages operational frameworks, and oversees hands-on keyboard delivery teams responsible for trafficking, QA, budget pacing, and reporting. You will ensure campaigns are delivered efficiently, accurately, and in compliance with strict regulatory standards while driving automation and workflow transformation.

Responsibilities

• Lead Activation Teams: Oversee hands-on keyboard execution of SEM campaigns across multiple lines of business, ensuring high-quality delivery from build through launch and in-flight management.
• Manage & Develop Talent: Direct a team responsible for campaign trafficking, QA, budget pacing, and reporting, establishing consistent execution standards across all accounts.
• Optimize Workflows & Playbooks: Design, implement, and continuously refine standardized operating procedures, SLAs, and playbooks to enhance efficiency, accuracy, and scalability.
• Drive AI & Automation: Support the execution of automated bidding (tCPA, tROAS, multi-target portfolios), dynamic creative formats, and scripts while operationalizing emerging AI-driven search experiences.
• Ensure Compliance & Quality Control: Enforce robust QA frameworks (pre-live/post-live, bulk uploads) and partner with Risk, Legal, and Compliance teams to align all SEM activities with regulatory standards.
• Technical & Platform Leadership: Act as a subject matter expert in Google Ads, Microsoft Ads, and SA360, troubleshooting campaign or tracking issues and partnering with Data/Engineering teams on tagging and tracking.
• Performance & Analytics Collaboration: Partner with Analytics teams to build dashboards, track performance against key KPIs (CPA, ROAS, efficiency), and ensure accurate data inputs for reliable attribution.
• Stakeholder & Vendor Alignment: Collaborate across Marketing, Tech, Product, Finance, and key platform partners (Google, Microsoft) to align on priorities and service delivery.

Requirements

• 8–10 years of professional experience in paid search / SEM execution, with proven leadership of campaign delivery teams in complex, high-volume enterprise environments.
• Bachelor’s degree or equivalent university degree required.
• Advanced proficiency in Google Ads, Microsoft Ads, SA360, and related SEM platforms, including deep expertise in Google automated bidding strategies (tCPA, tROAS, shared budgets).
• Strong understanding of AI-driven SEM capabilities, scripts, and platform automation, along with the QA processes required to manage automation risks at scale.
• Familiarity with operating inside regulated environments and navigating risk, compliance, and governance frameworks.
• Solid knowledge of digital analytics, attribution models, A/B testing, and performance optimization methodologies.
• Exceptional stakeholder management, cross-functional collaboration, and team development abilities.
• Highly adept at managing multiple priorities, tight timelines, and large-scale budgets simultaneously.

Schedule

Hybrid: 3 days per week in the office, 2 days remote.

Pay

$135,000 - $155,000 per year.

Benefits

• Comprehensive Medical, Dental & Vision Coverage
• Generous Paid Time Off – Vacation, Sick Days & Holidays
• 16 Hours of Volunteer Time Off (VTO) to Give Back to Your Community
• All the Equipment You Need to Do Your Best Work
• Ongoing Learning & Development with a Dedicated Training Budget