Head of Social and Influencer Marketing

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. 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

As Head of Social and Influencer Marketing, you will define and lead Gusto's social and influencer strategy to significantly grow brand awareness, engagement, and consideration among small businesses and their advisors. You will build, manage, and develop a high‑performing team, oversee all social channels, content strategy, and end‑to‑end influencer programs, and work closely with brand, product marketing, sales, and PR teams to ensure a consistent, compelling, and integrated brand voice across all social touchpoints. You’ll also serve as a leader in Gusto's AI‑native evolution, defining standards for ethical and high‑quality AI usage across all social and brand channels.
About The Team

We are a team that combines creativity, data‑driven insights, and cross‑functional collaboration to design campaigns that reach, engage, and convert the right audiences at scale. The role is a key leadership position within our marketing organization, vital for shaping Gusto's public presence and accelerating growth across direct and indirect channels.
Day‑to‑Day Responsibilities

Develop and execute a comprehensive social media and influencer marketing strategy aligned with business objectives, brand guidelines, and B2B audience needs.
Lead, mentor, and grow a team of social media and influencer marketing professionals, fostering innovation, collaboration, and continuous improvement. Build repeatable, documented AI‑assisted workflows (e.g., advanced prompt libraries for copy and content ideation, automated testing models) that increase team effectiveness and conduct regular training to elevate AI fluency.
Oversee content strategy, creation, and distribution across all owned social channels (LinkedIn, Meta, YouTube, Tik Tok), ensuring brand consistency and engagement. Set rigorous internal standards to grade the output of all AI‑generated content for accuracy and brand voice.
Design, launch, and manage end‑to‑end influencer programs that drive authentic advocacy, reach new audiences, and generate measurable results for B2B segments.
Establish and evolve community‑management best practices, ensuring timely and engaging interactions with our audience.
Partner closely with Brand, Product Marketing, PR, and Sales teams to integrate social and influencer efforts into broader campaigns and product launches.
Define key performance indicators (KPIs), conduct regular analysis of social media and influencer performance, and provide actionable insights to optimize strategy and demonstrate ROI. Identify high‑leverage opportunities for large language models and predictive tools to maximize campaign reach and targeting.
Proactively champion Gusto's Guard the Trust principle by ensuring 100% compliance with AI and data policies across all social, influencer, and community programs.
Manage budgets, agency relationships, and social media tools/platforms effectively.
Stay abreast of emerging social media trends, platforms, and technologies (including AI advancements) to identify new opportunities for growth and innovation.
Qualifications

12+ years of overall marketing experience, with at least 7+ years specializing in social media and influencer marketing, and 3+ years in a leadership role managing a team.
Proven track record of building and scaling social media and influencer programs for B2B brands, demonstrating measurable growth in awareness, engagement, and lead generation.
Deep expertise in developing content strategies tailored for various social platforms and audience segments.
Strong understanding and hands‑on experience with social media management platforms, analytics tools, and influencer marketing platforms.
Exceptional analytical skills: ability to interpret complex social data, measure campaign effectiveness, and translate insights into strategic recommendations.
Advanced AI fluency, having moved beyond personal tool use to define, deploy, and govern AI strategy for the entire function. Demonstrated experience guiding AI to produce highly effective, on‑brand content at scale, establishing QA processes, and ensuring rigorous compliance and ethical standards.
Outstanding leadership and people‑management skills, with experience coaching and developing marketing talent.
Strong collaboration skills with experience working closely with Brand, PR, Product Marketing, Sales, and RevOps teams.
Exceptional written and verbal communication skills, with the ability to craft compelling narratives and present strategic plans to executive stakeholders.
BA/BS required; MBA or advanced degree a strong plus.
Compensation & Location

Salary ranges: $169,000–$200,000 / yr in Denver, Phoenix, and Atlanta; $200,000–$240,000 / yr in San Francisco and New York. Final offers are adjusted for candidate experience and expertise.
Employees will be expected to work from the office on designated days (approximately 2–3 days per week) in Denver, San Francisco, and New York/Scottsdale. Hybrid employees must maintain a secure, reliable, and consistent internet connection for non‑office days.
Equal Opportunity & Accommodations

Gusto is an equal‑opportunity employer. We do not discriminate on the basis of any legally protected characteristic and are committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans. If you require a medical or religious accommodation at any time during your application, please fill out the appropriate form and a team member will get in touch.

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