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Director, Paid Media (Hybrid)

Austin, TX

Director, Paid Media (Hybrid)

Overview:

Weedmaps is seeking a Director of Paid Media to lead our full-funnel paid media strategy across both performance and brand channels. This role will own media planning, buying, optimization, and measurement across digital and offline channels, while building and developing a high-performing paid media team.

The Director of Paid Media will architect a scalable, data-driven paid media engine that balances near-term performance with long-term brand impact. This is a highly cross-functional leadership role, partnering closely with Creative, Brand Marketing, Finance, Data, Engineering, Marketing Operations, Field Marketing, and Events to deliver integrated, measurable growth.

The impact you'll make:

  • Recruit, manage, and develop a high-performing paid media team across performance and brand disciplines.
  • Establish clear roles, operating rhythms, goals, and expectations to support scale and accountability.
  • Coach team members on strategy, execution, measurement, and effective cross-functional collaboration.
  • Foster a culture of rigor, experimentation, ownership, and continuous improvement.
  • Own Paid Media Strategy & Vision
    • Define and lead Weedmaps’ paid media strategy across performance and brand channels, ensuring alignment with company growth goals and brand objectives.
    • Build an integrated, full-funnel media approach that balances acquisition efficiency with sustained brand investment.
    • Establish a clear point of view on channel mix, investment strategy, experimentation, and measurement frameworks.
  • Lead Planning, Buying & Optimization
    • Oversee media planning and execution across channels including paid search, paid social, display, mobile app acquisition, video, audio, influencer, and offline channels such as out-of-home (OOH) and streaming.
    • Own budget allocation, pacing, and optimization to maximize ROI while supporting long-term brand health.
    • Drive a strong test-and-learn culture with clear hypotheses, structured experimentation, and insights that inform future investment decisions.
  • Measurement, Reporting & Insights
    • Partner with Data, Marketing Operations, and Analytics to define and evolve paid media measurement frameworks, including attribution, incrementality, and channel-level performance.
    • Ensure consistent, actionable reporting that supports executive decision-making and investment tradeoffs.
    • Translate complex performance data into clear insights, recommendations, and strategic narratives.
  • Cross-Functional Collaboration
    • Work closely with Creative and Brand teams to improve asset strategy, channel fit, and creative testing frameworks.
    • Partner with Finance on forecasting, budget management, and performance reviews.
    • Collaborate with Engineering, Data, and Marketing Operations to ensure the tooling, infrastructure, and integrations needed to support paid media at scale.
    • Align with Field Marketing and Events to integrate paid media into regional, experiential, and tentpole initiatives.
  • Vendor & Partner Management
    • Own relationships with media platforms, vendors, and agency partners, setting clear performance expectations and operating standards.
    • Determine when to leverage in-house execution versus agency support to optimize effectiveness and efficiency.
    • Partner with Lifecycle Marketing to ensure seamless coordination between paid and owned channels for a cohesive customer journey.

What you've accomplished:

  • 10+ years of experience in paid media, growth marketing, or media leadership roles.
  • 5+ years of people management experience, including hiring and developing high-performing teams.
  • Deep experience across performance and brand media channels, including digital and offline.
  • Strong understanding of attribution, incrementality, experimentation, and media measurement methodologies.
  • Experience managing large media budgets and making data-informed investment decisions.
  • Advanced proficiency in data analysis with comfort partnering closely with data and analytics teams.

Bonus points: 

  • Experience leading paid media functions in highly regulated industries (e.g., cannabis, alcohol, fintech, healthcare, or other compliance-driven categories).
  • Background managing both in-house teams and agency partners, with a clear point of view on when and how to leverage each model.
  • Hands-on experience with mobile app marketing, including app install, re-engagement, and app-centric measurement frameworks.
  • Familiarity with modern marketing technology stacks and attribution tools (e.g., MMPs, analytics platforms, experimentation tools).
  • Strong understanding of full-funnel measurement, including incrementality testing, lift studies, and media mix modeling.
  • Experience integrating paid media with lifecycle marketing, CRM, field marketing, and events.
  • Proven ability to operate in fast-paced, high-growth environments and adapt strategy as business priorities evolve.
  • Experience presenting performance insights and investment recommendations to executive leadership.

The base pay range for this position is $160,000.00 - $184,080.00 per year

2026 US Benefits for Full Time, Regular Employees:

  • 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
    • Critical Illness Insurance
    • Accident Insurance
    • Short- and Long-term Disability Insurance
    • Pet Insurance
    • Identity theft protection
    • Legal access to a network of attorneys
  • PTO, paid sick leave, and company holidays (including a 2026 holiday shutdown)
  • Paid parental leave

Why Work at Weedmaps?

Life at Weedmaps means innovation and heart. Come join us if you care about the plant, the people who love it, and are ready to let your talent shine. We foster a bustling and collaborative culture that revolves around an environment that focuses on the benefits of weed, and the community that supports it. 

You too can have a hand in shaping the industry’s future; ready to roll with us? 

See how we’ve grown—our journey, leadership team, and what’s next at Weedmaps.com/corporate 

About Weedmaps:

Founded in 2008, we’ve grown from a small startup to a global leader in the cannabis industry.  Our dedication to transparency, education, and community has set us apart, and today, we proudly serve cannabis to consumers and businesses in the U.S. and worldwide. 

“Freedom to choose. Freedom to access. Freedom to enjoy.”

Notice to prospective Weedmaps job applicants:

Our team has been made aware of incidents involving LinkedIn, Telegram, and Facebook accounts impersonating Weedmaps recruiters. These individuals are attempting to use our company name to solicit payment from prospective candidates interested in applying for jobs at our company. Our team is actively working to combat these attempts, but in the meantime, please be mindful of the following:

  • Our recruiters will always communicate with candidates through an @weedmaps.com email address.
  • CORRECT: jlebowski@weedmaps.com
  • INCORRECT: jlebowski@gmail.com
  • Our recruiters will NEVER ask for or attempt to solicit payment from applicants in order to apply, interview, or work for Weedmaps.
  • If you are interested in a role at Weedmaps, please apply through our established channels.

If you are unsure if a communication is legitimate, please contact our recruitment team at talentops@weedmaps.com and they will happily confirm for you. Thank you for your vigilance and we appreciate your interest in working with us!  

Weedmaps is an equal opportunity employer and makes employment decisions on the basis of merit. The Company prohibits unlawful discrimination against employees or applicants based on race (including traits historically associated with race, such as hair texture and protective hairstyles), religion and religious creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, age, military status, veteran status, uniformed service member status, sexual orientation, transgender identity, citizenship status, pregnancy, or any other consideration made unlawful by federal, state, or local laws. The Company also prohibits unlawful discrimination based on the perception that anyone has any of those characteristics, or is associated with a person who has or is perceived as having any of those characteristics. Our company uses E-Verify to confirm the employment eligibility of all newly hired employees. To learn more about E-Verify, including your rights and responsibilities, please visit www.dhs.gov/E-Verify.

Applicants are entitled to reasonable accommodations under the terms of the Americans with Disabilities Act and applicable state/local laws, unless the accommodation presents undue hardship. Please email us at peopleoperations at weedmaps.com if you would like to confidentially discuss a potential accommodation during the interview process.

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