The opportunity
At Gusto, we're on a mission to grow the small business economy. We handle the hard stuff — payroll, health insurance, 401(k)s, and HR — so owners can focus on their craft and their customers.
What you'll do
Own paid social strategy and execution across Meta, LinkedIn, Reddit, Quora,: and TikTok, driving full-funnel campaigns from brand awareness through retargeting and conversion, with accountability to pipeline and revenue targets.
Manage significant, multi-million dollar budgets with rigor, including: campaign pacing, forecasting, budget-vs-actuals analysis, and making the case for paid social investment in imperfect attribution environments.
Apply and help refine Gusto's paid acquisition measurement framework,: including attribution philosophy and budget allocation principles, in partnership with the broader marketing team. Collaborate with Engineering to launch new pixels and tracking, troubleshoot platform-side issues, and QA implementations, keeping measurement reliable as tracking needs evolve.
Lead creative strategy and testing at scale: briefing creative studios and agencies, structuring meaningful experiments, interpreting complex data sets to drive actionable insights, and building a clear learning roadmap. Align with the Brand and Influencer team to run the organic-to-paid feedback loop: turning proven organic and influencer content into paid scale, and feeding results back to sharpen what earns that investment next.
Use AI tools as a consistent, habitual part of your workflow: generating campaign briefs, developing copy variants, accelerating audience research, and building reusable systems that raise the bar for the whole team. Serve as the team's go-to expert on paid social and AI-powered marketing workflows, documenting playbooks and best practices for the paid acquisition team.
Identify, test, and validate new digital media channels and formats beyond: core paid social (such as Google Demand Generation campaigns and ChatGPT ads), running structured pilots, defining success criteria upfront, and making the call on scale vs. kill within existing budget guardrails.
What they're looking for
- Partner cross-functionally with Integrated Marketing, Product Marketing,: Sales, Communications, and Web to align paid social with integrated campaigns and earned media moments, and bring performance data back upstream to influence creative production and asset strategy. Partner with Web Marketing to align on landing page strategy, message match, and post-click conversion, because paid social performance doesn't end at the click.
- + years of performance marketing experience at a B2B SaaS, performance: marketing agency, or high-growth consumer organization, with deep expertise in paid social and a track record of testing and scaling new channels.
- Full-funnel ownership across two or more major paid social platforms (Meta,: LinkedIn, Reddit, Quora, TikTok), including deep, hands-on, in-platform execution (campaign builds, audience/targeting strategy, creative testing, bid/budget management), with significant budget responsibility and a track record of driving measurable pipeline impact.
- Strong creative strategy and testing instincts: you know how to structure a test, distinguish a learning from a result, and translate performance data into creative direction.
