Senior Paid Social Lead

About Gusto

At Gusto were 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. With teams in Denver San Francisco and New York we support more than 400000 small businesses nationwide and are building a workplace that reflects the people we serve.

All full-time employees receive competitive base pay benefits and equity (RSUs) because everyone who helps build Gusto should share in its success. Offer amounts are determined by role level and location. Learn more about our Total Rewards philosophy.

AI is a fundamental part of how work gets done at Gusto. We expect all team members to actively engage with AI tools relevant to their role and grow their fluency as the technology evolves. AI experience requirements vary by role and will be assessed during the interview process.

About the Role

Gusto is looking for a Paid Social Marketing Lead to own our paid social program end-to-end from brand awareness through conversion across social channels such as Meta LinkedIn Reddit and TikTok. This is a high-visibility high-impact role at the intersection of performance marketing creative strategy and AI-powered workflow design. You will serve as the strategic lead for paid acquisition across paid social and adjacent channels setting the framework for how paid media operates within Gustos demand generation engine. Youll have full strategic and creative latitude over one of Gustos most important acquisition channels with direct influence on pipeline and revenue. If youre a full-funnel paid social operator who thinks in systems holds creative and data rigor in equal measure and uses AI as a genuine daily tool we want to meet you.

About the Team

As a member of Gustos Demand Generation team you will be embedded specifically within Paid Acquisition a focused group responsible for driving awareness and pipeline through paid media. This team operates with high autonomy a bias for experimentation and a culture of cross-functional partnership. We hold ourselves to a high standard move fast and genuinely believe that being AI-native is part of what it means to do this job well today.

Heres what youll do day-to-day:

• 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.
• Define and socialize Gustos paid acquisition measurement framework including attribution philosophy and budget allocation principles establishing this as the standard for the broader marketing team.
• 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.
• Act as Gustos internal subject matter expert on paid social and AI-powered marketing workflows developing playbooks and frameworks adopted across the marketing org.
• Partner with Web Marketing to align on landing page strategy message match and post-click conversion because paid social performance doesnt end at the click.
• Manage agencies and contractors and an IC by setting clear expectations reviewing quality and holding partners accountable to results.
• 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.
• Collaborate cross-functionally with Integrated Marketing Communications and Web to align paid social with integrated campaigns product launches and earned media moments and bring performance data back upstream to influence creative production and asset strategy.

Heres what were looking for:

• 12 years of paid social experience or equivalent at a B2B SaaS performance marketing agency or high-growth consumer organization.
• Full-funnel ownership across two or more major paid social platforms (Meta LinkedIn Reddit Quora TikTok) with significant budget responsibility and a track record of driving measurable pipeline impact.
• Demonstrated experience managing external agencies and/or contractors setting expectations measuring performance and holding partners to a high bar.
• 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.
• AI-fluent in practice not just in theory; you use AI tools consistently in your day-to-day workflow to accelerate briefs copy and analysis and have a track record of implementing AI-driven efficiencies for your team.
• Excellent cross-functional collaborator who can translate integrated briefs into paid social strategy advocate for what the channel needs and work effectively alongside brand web and comms partners.
• You are analytical and data-driven with a clear point of view on attribution in imperfect measurement environments and comfort communicating paid socials contribution to business outcomes.

Compensation

Our cash compensation amount for this role is $151020/yr to $180000/yr in Denver Phoenix/Scottsdale Las Vegas Chicago and Atlanta and $177550/yr to $210000/yr for San Francisco & New York. The cash compensation range for Toronto is (CAD) $134285 - $158000. Final offer amounts are determined by multiple factors including candidate location experience and expertise and may vary from the amounts listed above.

Gusto has physical office spaces in Denver San Francisco and New York City. Employees who are based in those locations will be expected to work from the office on designated days approximately 2-3 days per week (or more depending on role). The same office expectations apply to all Symmetry roles Gustos subsidiary whose physical office is in Scottsdale.

Note: The San Francisco office expectations encompass both the San Francisco and San Jose metro areas.

When approved to work from a location other than a Gusto office a secure reliable and consistent internet connection is required. This includes non-office days for hybrid employees.

Our customers come from all walks of life and so do we. We hire great people from a wide variety of backgrounds not just because its the right thing to do but because it makes our company stronger. If you share our values and our enthusiasm for small businesses you will find a home at Gusto.

Gusto is proud to be an equal opportunity employer. We do not discriminate in hiring or any employment decision based on race color religion national origin age sex (including pregnancy childbirth or related medical conditions) marital status ancestry physical or mental disability genetic information veteran status gender identity or expression sexual orientation or other applicable legally protected characteristic. Gusto considers qualified applicants with criminal histories consistent with applicable federal state and local law. Gusto is also committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. We want to see our candidates perform to the best of their ability. If you require a medical or religious accommodation at any time throughout your candidate journey please fill out this form and a member of our team will get in touch with you.

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