Senior Paid Acquisition Manager, Paid Social

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.
• 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.
• 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.
• 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.
• 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.
• Collaborate with Engineering to launch new pixels and tracking, troubleshoot platform-side issues, and QA implementations — keeping measurement reliable as tracking needs evolve.

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.

Benefits

• 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 .
• 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.