Lead paid social and creator-led acquisition across Meta and emerging social platforms. Own strategy, budgeting, bidding, audience targeting, and creative experimentation. Manage paid influencer/creator partnerships, ensure compliance with cannabis platform policies, coordinate measurement and tracking (Branch/UTM, MMPs, GA4), and collaborate with creative, lifecycle, finance, and media operations to drive efficient first-time shopper acquisition and downstream retention.

Own and execute paid search and intent-driven acquisition across Google Ads and Microsoft/Bing, managing budgets, bidding, and performance vs. CPA/ROAS targets. Lead experimentation, creative testing, measurement integration, and compliance for a regulated vertical. Partner cross-functionally with Creative, Lifecycle, Product, Data, Finance, and Media Ops to scale first-time shopper acquisition, ensure tracking and reporting quality, and document SOPs.