Weedmaps · 9 hours ago
Director, Paid Media (Onsite)
Austin, TX
Full-time
Onsite
Director/Executive
$160K/yr - $184K/yr
10+ years expWeedmaps is a global leader in the cannabis industry, seeking a Director of Paid Media to lead their full-funnel paid media strategy. This role involves overseeing media planning, buying, optimization, and measurement across various channels while developing a high-performing paid media team to drive growth and brand impact.
AdvertisingAppsCannabisCollaborative ConsumptionInformation TechnologyInternetMedia and Entertainment
Responsibilities
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
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
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
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
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
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
Qualification
Required
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
Preferred
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
Benefits
Physical Health (Medical, Dental & Vision)
100% employer-paid premium for employees
Up to 80% coverage for dependents
Up to $2,000 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 & AD&D - employer paid 1x salary up to $250,000
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
Company
Weedmaps
Weedmaps is the world's first marijuana technology and media brand. It is a sub-organization of Weedmaps.
501-1000 employees
H1B Sponsorship
Weedmaps has a track record of offering H1B sponsorships. Please note that this does not
guarantee sponsorship for this specific role. Below presents additional info for your
reference. (Data Powered by US Department of Labor)
Distribution of Different Job Fields Receiving Sponsorship
Represents job field similar to this job
Trends of Total Sponsorships
2022 (1)
2021 (4)
2020 (1)
Funding
Current Stage
Late StageTotal Funding
unknown2021-04-13Undisclosed
2018-08-15Undisclosed
2015-11-01Acquired
Leadership Team
Dimension Software
CoFounder / CTO
Duncan Grazier
Chief Technology Officer
Recent News
2025-09-23
2025-09-02
Morningstar.com
2025-07-10
Company data provided by crunchbase