Senior Paid Social Lead

About Gusto 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. With teams in Denver, San Francisco, and New York, we support more than 400,000 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'll have full strategic and creative latitude over one of Gusto's most important acquisition channels, with direct influence on pipeline and revenue. If you're 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: You'll join Gusto's Demand Generation team, a high-performing group of performance marketers who care deeply about the craft of marketing and the mission behind it. Within Demand Gen, you'll be embedded on the Paid Acquisition team, 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 generosity. 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. Here's what you'll 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 meaningful budget with rigor including campaign pacing, forecasting, budget-vs-actuals analysis, and making the case for paid social investment in imperfect attribution environments Lead creative strategy and testing at scale — briefing creative studios and agencies, structuring meaningful experiments, reading results with precision, and building a clear learning roadmap 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 Manage agencies and contractors end-to-end, 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 what gets made Here's what we're looking for: 10+ years of paid social experience 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 meaningful budget responsibility and a track record of driving measurable pipeline impact Demonstrated experience managing ext ... (truncated, view full listing at source)