Senior Performance Marketing Manager, GTM Experimentation

Gusto, Inc.•Quinte West, ON

2d•$108,570 - $161,000•Hybrid

About The Position

Gusto is seeking a seasoned performance marketer to lead execution across paid social and emerging acquisition channels. This role involves testing new platforms, formats, and tactics to identify effective strategies before scaling. It's a high-visibility position at the intersection of performance marketing, channel experimentation, and AI-powered workflow design. The successful candidate will own the execution and day-to-day strategy for paid social and new channel tests, operating within Gusto's demand generation framework and being accountable for pipeline and revenue targets.

Requirements

7+ 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.
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 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 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.
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.
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.
Support new product launches by building and executing the paid acquisition plan for launch moments — channel mix, budget, creative, and timeline — in partnership with Integrated Marketing and Product Marketing.
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.
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 and earned media moments, and bring performance data back upstream to influence creative production and asset strategy.