Resume
Morgan Avenia
Paid Media Manager. Twelve years of Google Ads, Meta, programmatic, and shopping for eCommerce and retail, including six in cannabis and hemp with zero platform account restrictions.
Career to date
Attributed revenue
22$M+
Average ROAS
6.94x
Monthly budget managed
1$M+
Scaled paid media from two regulated markets to fourteen. $15M+ directly attributable.
Pittsfield, MA · Remote
· (518) 751-0396
· morganavenia@gmail.com
· LinkedIn
Skills
What I run.
- Paid mediaGoogle Ads across Search, Shopping, Performance Max, Display, and YouTube. Meta, Microsoft, LinkedIn, and TikTok Ads. Programmatic display, native, and CTV.
- AnalyticsGA4, Google Tag Manager, consent mode, server-side tracking, cross-domain tracking, UTM governance, Looker Studio, Triple Whale, Northbeam.
- eCommerceShopify Plus, landing pages, checkout tracking, A/B testing, conversion rate optimization.
- LifecycleKlaviyo, HubSpot, Attentive, Zendesk, email and SMS.
- StrategyBudget management past $1M monthly, forecasting, CAC and LTV modeling, executive reporting, advertising compliance in regulated categories.
Experience
Where I've done it.
- Advise founders and marketing leaders on paid media strategy, attribution repair, funnel architecture, and compliant campaign QA for cannabis, hemp, and other regulated categories.
- Build measurement plans, creative guardrails, and executive-ready budget, CAC, and LTV recommendations.
- Owned Google Search, Shopping, Performance Max, Meta, and supporting channels for DTC wellness brands, using policy-safe account structures for CBD and THC eCommerce.
- Repaired Shopify Plus attribution, checkout tracking, GA4, consent mode, UTM, and cross-domain measurement so revenue reporting matched actual sales.
- Connected creative, landing page, and revenue signals into a single performance view for leadership.
- Scaled paid media from 2 to 14 regulated U.S. markets and built the program behind $22M+ in attributed revenue at 6.94x average ROAS, including $15M+ directly attributable.
- Managed $1M+ monthly budgets across search, shopping, paid social, programmatic, native, and display with zero platform account restrictions.
- Delivered $13.8M+ in 2024 programmatic revenue through audience, creative, and market-level strategy.
- Built multi-domain landing page and tracking systems, plus tentpole campaigns producing $3.4M at 16.3x, $607K+ at 25.94x, and $795K+ at 10.56x ROAS.
- Owned email, SMS, paid media, SEO, web, lifecycle, and CRO for a regulated retail market, increasing organic acquisition 40% year over year.
- Built customer education, segmentation, retention, and acquisition programs across age-gated eCommerce and new market expansion.
- Built marketing, CRM, and customer communications during the Massachusetts adult-use launch, including an omnichannel Zendesk platform spanning phone, email, chat, and knowledge base.
- Rebuilt paid search architecture, competitor strategy, ad relevance, and quality score optimization for a high-growth fintech lending brand.
- Managed paid search, display, SEO, creative, and Shopify retail marketing through the brand's transition to Miraval Berkshires.
- Recommended the Miraval Berkshires name using SEO and semantic analysis during the rebrand.
Earlier
Before that.
- 2017SEM Specialist, Travaasa Experiential Resorts
- 2014 to 2016Social Media and Marketing Coordinator, Option Institute and Autism Treatment Center
- 2011 to 2013Assistant Manager, Planet Fitness
Credentials
Education and certifications.
- EducationBachelor of Arts, Theatre. State University of New York at Plattsburgh.
- GoogleGoogle Ads Search, Display, and Shopping. Google Analytics 4, Advanced.
- PlatformsMeta Certified. Microsoft Advertising Search. SEMrush SEO/SEM. HubSpot Email Marketing.
- IndustryCertified Hospitality Digital Marketer, HSMAI.
Next
Available for freelance work and open to the right role.
If the job actually involves the measurement layer and not just the bidding, I'd like to hear about it.