Head of Social and Influencer Marketing at Gusto · Toronto

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 ourTotal 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: As the 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 be responsible for building, managing, and developing a high-performing team, overseeing all social channels, content strategy, and end-to-end influencer programs. You’ll work closely with brand, product marketing, sales, and PR teams to ensure a consistent, compelling, and integrated brand voice across all social touchpoints, driving measurable impact on our B2B growth objectives. You’re a visionary leader, deeply analytical, and customer obsessed, with a proven track record of scaling social and influencer initiatives. You will also serve as a leader in Gusto’s AI-native evolution, defining the standards for ethical and high-quality AI usage across all social and brand channels. About the Team: This 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. 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. You will build and empower a team dedicated to fostering vibrant communities and amplifying our message, contributing to Gusto's mission to serve over 400,000 small businesses, and we’re just getting started Here’s what you’ll do day-to-day: 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 a culture of innovation, collaboration, and continuous improvement. This includes acting as an Innovator to build repeatable, documented AI-assisted workflows (e.g., advanced prompt libraries for copy and content ideation, automated testing models) that increase the team’s effectiveness, and conducting regular training to elevate the team's AI fluency. Oversee content strategy, creation, and distribution across all owned social channels (e.g., LinkedIn, Meta, YouTube, Tik Tok), ensuring brand consistency and engagement. You are accountable for setting 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. You will strategically Give it to AI by identifying the highest-leverage opportunities for large language models and predictive tools to maximize campaign reach and targeting. Proactively champion the Guard the Trust principle by ensuring 100% compliance with Gusto's 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. Here’s what we're looking for: 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. A proven track record of operating at the Innovator or Amplifier level of AI fluency. This means moving beyond personal tool usage to define, deploy, and govern AI strategy for the entire function. You must demonstrate expertise in Guiding AI to produce highly effective and on-brand social content at scale, establishing quality assurance processes, and ensuring the team rigorously adheres to compliance and ethical standards. Outstanding leadership and people management skills, with experience coaching and developing marketing talent. Skilled collaborator 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 degree required; MBA or advanced degree a strong plus Our cash compensation amount for this role is targeted at $169,000 - $200,000/yr in Denver, Phoenix, and Atlanta, and $200,000 - $240,000/yr for San Francisco & New York. Final offer amounts are determined by multiple factors including candidate experience and expertise and may vary from the amounts listed above. #LI-Hybrid Gusto has physical office spaces in Denver, San Francisco, and New York City. Employees who are based in those locations will be expected to work from the office on designated days approximately 2-3 days per week (or more depending on role). The same office expectations apply to all Symmetry roles, Gusto's subsidiary, whose physical office is in Scottsdale. Note: The San Francisco office expectations encompass both the San Francisco and San Jose metro areas. When approved to work from a location other than a Gusto office, a secure, reliable, and consistent internet connection is required. This includes non-office days for hybrid employees. Our customers come from all walks of life and so do we. We hire great people from a wide variety of backgrounds, not just because it's the right thing to do, but because it makes our company stronger. If you share our values and our enthusiasm for small businesses, you will find a home at Gusto. 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. Gusto takes security and protection of your personal information very seriously. Please review our Fraudulent Activity Disclaimer. Personal information collected and processed as part of your Gusto application will be subject to Gusto's Applicant Privacy Notice.