Senior Offline Media Manager

About Gusto

At Gusto, we're on a mission to grow the small business economy. We handle the hard stuff—like payroll, health insurance, 401(k) s, and HR—so owners can focus on their craft and customers. With teams in Denver, San Francisco, and New York, we’re proud to support more than 400,000 small businesses across the country, and we’re building a workplace that represents and celebrates the customers we serve.

Learn more about our Total Rewards philosophy.

• Strategize, execute and optimize best‑in‑class brand media campaigns, to drive brand awareness and customer acquisition metrics.
• Develop allocation of media resources across offline brand media channels (e.g. Linear TV, CTV, Online Video, Network Radio, Streaming Audio, Podcasts).
• Own campaigns from end‑to‑end including planning strategy, tactical execution, vendor management, measurement, and reporting.
• Drive development of target audience, target consumption habits, competitive analysis, KPIs by funnel stage, channel flighting, and learning agenda.
• Ensure consistency in brand communication across brand advertising.
• Manage budget and drive continuous improvements to cost‑effectively attract new customers.
• Lead media agency partner in campaign development and execution, and manage agency contracts, scope, and staffing.
• Drive reporting on effectiveness of campaigns and creative, including trafficking creative, managing audiences & creative assets, and building campaign dashboards to ensure programs are running smoothly. Proactively leverage advanced AI tools for campaign forecasting, granular audience segmentation, and performance anomaly detection.
• Work closely with data analytics and growth engineering, to ensure accurate tracking and measurement of activities. You will systematically grade the output of AI‑assisted measurement and attribution models to validate inputs and ensure reporting accuracy before providing insights to stakeholders. In addition, partner with other internal teams, such as Creative, Product Marketing and Legal.

• 6+ years of experience in offline and digital media, including hands‑on experience negotiating and optimizing campaigns, ideally with a focus on B2B or SaaS. Seeking 3+ years offline experience and 3+ years digital experience for combined total of 6+ years.
• Demonstrated ability to function at the Integrator level of AI fluency, consistently applying AI tools to complex analytical and operational tasks to drive efficiency and measurement accuracy.
• Deep understanding of paid media (all channels) and strong knowledge of the media industry.
• Excellent understanding of the marketing business and its day‑to‑day operations.
• Experience leading media agencies on campaign strategy and execution.
• Experience in optimizing media programs, while driving efficiency and meeting LTV:
  
  CAC targets.
• Proven track record of building and executing experimentation plans, including creative testing.
• Experience in strategizing and executing IOs, MNDAs, MSAs, SOWs, etc.
• Strong working knowledge of Excel, including advanced functions.
• Versatile and comfortable juggling multiple projects with several moving parts at once.
• Detail‑oriented with strong organizational and project management skills.
• Excellent communication skills both oral and written.
• A deep interest in the latest media developments, industry trends, and best practices for digital and offline marketing. This includes actively staying current on AI advancements in media mix modeling, predictive analytics, and automated optimization platforms.
• Demonstrated ability to work independently and within a collaborative team‑oriented environment.
• Passionate about Gusto’s mission and the impact we can have on the world.
• Proactive adherence to Gusto's data policies when working with any AI or measurement technology involving sensitive media performance data.

• Experience with small business marketing, subscription products, SaaS, or financial services.
• Working knowledge of performance marketing channels, such as SEM and Affiliates.
• Experience with digital campaign management platforms (e.g. Google Ads, Microsoft Ads, DV 360, Meta Ads, Tatari…