Responsibilities

• Own paid social strategy and execution across Meta and emerging biddable social platforms end-to-end, accountable for budget pacing, bidding, audiences, and creative performance against new-shopper and efficiency targets.
• Own paid influencer and creator acquisition, from partner identification and briefing through to whitelisting/partnership ads, performance measurement, and scaling what works, in coordination with the broader creator and cultural marketing initiatives.
• Drive efficient growth in First-Time Shoppers, treating creative as the primary performance lever: concepting, briefing, and rapidly testing and iterating ad creative at the cadence of modern social buying demands.
• Serve as the paid media team's closest partner to the Creative team, translating performance signals into clear creative briefs and feeding learnings back into the next round of concepts and formats.
• Design and run a continuous creative experimentation roadmap (hooks, formats, messaging, audiences) with structured testing and clear read-outs that compound learnings over time.
• Collaborate with the Lifecycle team to ensure acquired users are tracked through to engagement and retention, optimizing toward shopper quality and downstream value, not just front-end volume.
• Maintain rigorous channel hygiene and compliance, navigating platform policies and the cannabis regulatory landscape (state-level legal matrix) to keep accounts and creator partnerships in good standing.
• Partner with the Senior Director and Finance on budget scenarios and monthly/quarterly planning, laddering plans up from state-level market priorities (P1/P2 markets) and key cultural and seasonal moments.
• Work with Media Operations on tracking standardization (Branch/UTM), conversion measurement, and reporting to ensure clean, decision-grade performance data.
• Evaluate, test, and onboard new social platforms, creator partners, and ad tech as opportunities and platform risk dictate, building resilience against channel volatility.

Requirements

• 5-8 years of hands-on paid media experience with deep expertise in paid social (Meta required; additional biddable social platforms a strong plus)
• Demonstrated track record of scaling user acquisition through creative-led paid social, with a clear point of view on what makes performance creative work
• Hands-on experience running paid influencer or creator campaigns (e.g., partnership/branded content ads, creator whitelisting) and managing creator relationships
• Strong analytical foundation: fluent in metrics such as CPA, CPC, CTR, ROAS, and downstream quality/retention signals, with the ability to turn creative-level data into action
• Proven experimentation mindset with a record of designing and executing structured creative tests
• Excellent collaboration and communication skills, with a natural ability to partner with creative teams and creators and to brief work that performs
• Highly organized and self-directed, able to manage high creative volume and multiple workstreams in a fast-paced, ambiguous environment

Preferred

• BA/BS preferred.
• Familiarity with attribution/measurement tooling, MMPs (e.g., Branch), and GA4.
• Experience with creator marketplaces, social listening, or UGC sourcing and production workflows.
• A feel for culture and trends, with the ability to translate cultural moments into paid social and creator activations.
• Experience in a marketplace, publisher, or two-sided platform business.
• Experience managing acquisition in regulated or restricted-advertising categories is a plus but not required.

Benefits

• Physical Health (Medical, Dental & Vision)
• 100% employer-paid premium for employees
• Up to 80% coverage for dependents
• Company HSA contribution with the High Deductible Health Plan
• 401(k) Retirement Plan (employer will match contribution up to 3.5% of employee contribution)
• Basic Life, Voluntary Life and AD&D Insurance options
• Supplemental, voluntary benefits
• Student Loan Repayment/529 Education Savings with a monthly company contribution
• FSA (Medical, Dependent, Transit and Parking)
• Voluntary Life and AD&D Insurance