Senior Paid Social Lead
WFA Digital Insight
As demand for paid media specialists grows, companies like Gusto are looking for experts to own their paid social strategy. With the rise of AI-powered marketing workflows, having skills in tools like Excel is crucial. Gusto stands out for its commitment to supporting small businesses and offering competitive rewards. Before applying, candidates should know that this role requires a deep understanding of paid social channels and the ability to drive full-funnel campaigns.
Job Description
About the Role
Gusto is seeking a Senior Paid Social Lead to oversee its paid social program, driving brand awareness and conversion across social channels. This role is at the intersection of performance marketing, creative strategy, and AI-powered workflow design. The successful candidate will have full strategic and creative latitude over one of Gusto's most important acquisition channels, with direct influence on pipeline and revenue.As a member of the Demand Generation team, you will be embedded 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.
The Senior Paid Social Lead will be responsible for developing and executing paid social strategies that drive business results. This includes managing significant budgets, defining and socializing Gusto's paid acquisition measurement framework, and leading creative strategy and testing at scale.
What You Will Do
- Own paid social strategy and execution across Meta, LinkedIn, Reddit, Quora, and TikTok, driving full-funnel campaigns from brand awareness through retargeting and conversion
- Manage multi-million dollar budgets with rigor, including campaign pacing, forecasting, budget-vs-actuals analysis, and making the case for paid social investment
- Define and socialize Gusto's paid acquisition measurement framework, including attribution philosophy and budget allocation principles
- Lead creative strategy and testing at scale, briefing creative studios and agencies, structuring meaningful experiments, and interpreting complex data sets
- Act as Gusto's 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
- Manage agencies and contractors, and an IC by setting clear expectations, reviewing quality, and holding partners accountable to results
- Develop and maintain a deep understanding of the paid social landscape, including new technologies and emerging trends
- Collaborate with cross-functional teams to ensure alignment and maximize impact
What We Are Looking For
- 5+ years of experience in paid social marketing, with a focus on performance marketing and full-funnel campaigns
- Expertise in managing large budgets and making data-driven decisions
- Strong understanding of paid social channels, including Meta, LinkedIn, and TikTok
- Experience with AI-powered marketing workflows and tools
- Excellent creative and analytical skills, with the ability to develop and execute effective campaigns
- Strong leadership and management skills, with the ability to manage and motivate teams
- Experience working in a fast-paced, dynamic environment, with a bias for experimentation and innovation
- Strong communication and collaboration skills, with the ability to work with cross-functional teams
- Bachelor's degree in Marketing, Business, or a related field
Nice to Have
- Experience with Excel and other data analysis tools
- Knowledge of programming languages, such as Python or JavaScript
- Experience with marketing automation platforms and CRM systems
- Certification in paid social marketing, such as Facebook Blueprint or LinkedIn Marketing Certification
Benefits and Perks
- Competitive base pay and equity (RSUs)
- Comprehensive benefits package, including health, dental, and vision insurance
- 401(k) matching and retirement planning
- Flexible PTO and remote work options
- Professional development opportunities, including training and education programs
- Access to the latest marketing tools and technologies
- Collaborative and dynamic work environment, with a team of experienced professionals
- Opportunities for growth and advancement, with a focus on career development
How to Stand Out
- Be prepared to provide specific examples of your experience in paid social marketing, including successful campaigns and strategies.
- Make sure you have a strong understanding of the paid social landscape, including new technologies and emerging trends.
- Highlight your expertise in managing large budgets and making data-driven decisions.
- Emphasize your ability to develop and execute effective campaigns, with a focus on creative and analytical skills.
- Be prepared to discuss your experience with AI-powered marketing workflows and tools, and how you have used them to drive business results.
- Show a portfolio of your work, including case studies and campaign results.
- Be ready to negotiate salary and benefits, with a focus on industry standards and market rates.
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