Senior Performance Marketing Manager, GTM Experimentation

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 500,000 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 seasoned performance marketer to own execution across paid social and emerging acquisition channels — testing new platforms, formats, and tactics to find what works before scaling. This is a high-visibility role at the intersection of performance marketing, channel experimentation, and AI-powered workflow design. You will own execution and day-to-day strategy for paid social and new channel tests, working within Gusto's demand generation framework, with clear accountability to pipeline and revenue targets.

About the Team

As a member of Gusto’s Demand Generation team, you will be embedded specifically 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. 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 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