Senior Paid Social Lead

Gusto, Inc. • Atlanta, GA

2d • $151,020 - $210,000 • Hybrid

About The Position

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.

Requirements

• 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 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 you're building toward systematizing those habits for your team (Explorer-level minimum; Integrator trajectory preferred)
• 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
• Analytical and data-driven, with a clear point of view on attribution in imperfect measurement environments and comfort communicating paid social's contribution to business outcomes

Responsibilities

• 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

Benefits

• All full-time employees receive competitive base pay, benefits, and equity (RSUs) — because everyone who helps build Gusto should share in its success.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed
• Number of Employees: 501-1,000 employees