Unless he'll be handling more of a grassroots approach than an inside-game strategy? Stuff like: http://go.uber.org/california/ maybe?
Lobbyists only need to influence the opinions/judgments of a handful of regulators or several dozen legislators. Campaign strategists need to find and target a few million swing voters.
Of course, having public opinion on your side can be extremely helpful when influencing legislators, hence the root comment's caveat re: a grassroots campaign.
Lobbying is about 'insiders'. You can nudge them with popular pressure, of course, but it's not like an election where the party insider only has 1 vote they completely control at the end of the day.