Head of Demand Generation

About Gusto

Gusto is a modern, online people platform that helps small businesses take care of their teams. On top of full-service payroll, Gusto offers health insurance, 401(k)s, expert HR, and team management tools. Today, Gusto offices in Denver, San Francisco, and New York serve more than 200,000 businesses nationwide.

Our mission is to create a world where work empowers a better life, and it starts right here at Gusto. That’s why we’re committed to building a collaborative and inclusive workplace, both physically and virtually. Learn more about our Total Rewards philosophy.

About the job

We're looking for a strategic, growth-oriented marketing lead Demand Generation at Gusto.  This is a critical leadership role reporting to the CMO responsible for driving Customer Acquisition, Expansion and Retention.  As part of these efforts, you’ll lead our Growth Marketing, Customer Marketing, and Performance Marketing teams, and serve as the voice of revenue in working with our cross-functional partners to help prioritize our product roadmap for revenue generating capabilities across Acquisition, Retention, and Expansion, and work closely with our GTM teams to experiment and test different Product, Sales & Marketing tactics (e.g. promotion capabilities, targeting, etc.) that will attract small business owners from around the United States.

You'll focus on key aspects of a small businesses’ lifetime when Gusto’s uniquely positioned to help these small businesses to survive and thrive. Working closely with our Sales,  Data Science, and Product teams, you’ll build a strong holistic understanding of our Gustomer’s experience with Gusto, and develop specific insights and initiatives related to acquisition, retention, and growth. 

You’ll partner with senior executives to identify opportunities to provide further value throughout a customer’s lifetime. You’ll use your existing knowledge of self-serve SaaS, revenue funnels, and Gusto’s customers to uncover existing inefficiencies in our current systems, and decisively build paths forward so that customers can see and experience the full value of Gusto’s offerings. 

Here’s what you’ll do day-to-day:

• Lead Demand Generation Strategy: Develop and execute a comprehensive demand generation strategy to drive qualified leads and revenue growth across multiple channels, including digital advertising, content marketing, email marketing, social media, and SEO.
• Optimize Marketing Funnel: Analyze the customer journey and marketing funnel to identify opportunities for optimization, conversion rate improvements, and revenue acceleration. Implement strategies and tactics to drive higher conversion rates at each stage of the funnel.
• Implement Marketing Technology Stack: Evaluate and enhance our marketing automation, CRM, analytics, and other relevant tools to enhance demand generation and tracking capabilities. Ensure efficient workflows and data integration across platforms.
• Content Marketing: Collaborate with the content marketing team to develop and execute a content strategy that is SEO optimized to drive acquisition.
• Lead Generation Campaigns: Plan and execute integrated marketing campaigns to generate high-quality leads. Develop campaign themes, messaging, and creative assets. Leverage various marketing channels to drive campaign success, including webinars, events, social media, and targeted advertising.
• Data-driven Decision Making: Utilize data and analytics to measure, analyze, and optimize marketing performance. Establish key metrics, track campaign effectiveness, and provide regular reporting to senior leadership on demand generation activities and results.
• Cross-functional Collaboration: Work closely with sales, product, and other cross-functional teams to align marketing initiatives with business goals and revenue targets. Collaborate on lead handoff processes, messaging alignment, and ongoing feedback loops for continuous improvement.
• Team Leadership and Development: Build and manage a high-performing demand generation team across growth, performance and customer marketing. Provide mentorship, guidance, and professional development opportunities to team members. Foster a culture of innovation, collaboration, and accountability.
• Budget Management: Manage the demand generation budget effectively, allocating resources to maximize ROI and achieve revenue goals. Monitor and track budget spend, ensuring cost-effectiveness and efficiency in marketing activities.
• Scalability and Growth Initiatives: Develop scalable demand generation programs and processes that can accommodate the rapid growth of Gusto. Explore new channels, tactics, and partnerships to expand reach, generate leads, and drive revenue.
• Stay Current with Marketing Trends: Stay abreast of the latest trends and innovations in demand generation, growth marketing, AI and marketing technology. Continuously seek opportunities to apply emerging strategies and tools to drive business growth.
• Lead Executive Reviews:  Review results, identifying opportunities, gaps, root causing issues and areas.  You will work to uncover key pieces of data and insights (from quantitative and qualitative sources) that can help us iterate optimize our approach, process, and/or offering to better match prospect’s needs and intent. You will escalate issues to executive leadership, and provide proposals to unblock and move faster.

Here's what we're looking for:

• Maniacal obsession with growing the Business with very high standards
• 10+ year track record of success driving top-line growth via a variety of initiatives and teams
• Mastery of influence with or without authority, led by data -- a cross-functional champ
• Comfort reporting up, out, across to any level
• Decisiveness and proactive communication
• Earn Trust of others
• Manage a High Performing team
• Detail orientation (program management a plus)
• Prior experience working across online sales and marketing to drive revenue goals
• Strategic thinking combined with a “roll up the sleeves” doer attitude
• Experience in new and emerging business is a plus
• Experience with HR and/or FinTech is a plus

Our cash compensation amount for this role is targeted at $170,000 - $240,000 in Denver & most remote locations, and $200,000 - $240,000 for San Francisco & New York. Final offer amounts are determined by multiple factors including candidate location, experience and expertise and may vary from the amounts listed above.

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. If you need assistance or an accommodation due to a disability, you may contact us at [email protected].