Head of Customer Marketing

By growing Gusto, you will help create a world where work empowers a better life, changing the way small businesses take care of their teams with modern payroll, no-cost, low-cost, and premium employee benefits, and expert HR. You’ll serve and support the trusted advisors that make small businesses successful. You’ll help us increase the value employees get for their work, and help other companies bring Gusto’s proprietary people experiences to the businesses they serve.

You’ll be a leader on Gusto’s Demand Generation team. You’ll empower our Lifecycle Marketing and Audience Development teams and help our customers throughout the United States understand how Gusto’s People Platform can successfully meet their ever-evolving jobs to be done. You’ll help accelerate the growth of our customers by creating and experimenting with customer marketing tactics that help them become aware of, educated on, and adopt various solutions built by Gusto and its partners. You’ll devise strategies, plans, budgets, and be accountable for impact alongside them, so evidence-based decision-making and influential leadership will both be key. 

Your key partners in scaling our capabilities will be our RevOps, CS, PMM, CX, Growth, and Partnership teams. The direct teams you build and empower will complement Gusto’s existing talent base with skills attuned to the development of various tactics (both technical and creative) and maximization of channels and content that your teams are finding success with.

Your KPIs are EVI, logo retention, cross-sell opportunities, upsell adoption, and eventually expansion ARR (under the lens of net dollar retention). The specifics of how are yours to determine.

What You’ll Do:

• Grow and lead team by building vision, defining annual and quarterly goals, and motivating team members through coaching, feedback, and change management
• Own the customer lifecycle journey and associated metrics to drive activations, cross-sell, upgrade, and long term engagement.
• Create and optimize a customer marketing playbook of marketing initiatives focusing on retaining and expanding customer usage (using net dollar retention as your impact metric) 
• Partner with Growth, Product Marketing, CX and CS to drive feature and product roadmap innovation, define priorities aligned to customer insights and business cases, improve customer adoption of products/features, and meet overall growth goals.
• Lead a robust testing agenda focused on unlocking new channels and strategies to deliver step function efficiency and scale of the customer marketing program
• Own key metrics driving the expansion function, setting a high bar for the team and our partners in terms of analytical rigor
• Collaborate closely with the UX, Customer service and Product teams to streamline and optimize customer journeys and deliver seamless customer and user experiences.
• Collaborate with Product, Development, and other cross functional teams to enhance communication platforms to automate campaigns and processes.
• Own budgeting, forecasting and investment justification
• Lead large-scale strategic projects involving multiple, cross functional teams.

Qualifications:

• 10 years of experience in lifecycle marketing with strategy, analytics, and operations across multiple channels - including website, mobile app, email, push, content marketing, and more.
• 7 years in a leadership function, building and managing high-impact teams with superior ability to recruit, retain and motivate talent while leading with empathy
• Excellent communicator who can manage multiple stakeholders with competing priorities; comfortable presenting/speaking to senior leaders
• Highly collaborative problem solver with success designing, implementing and iterating on customer marketing initiatives in a multi-product B2C business
• You have a highly analytical orientation, with experience in a rigorous performance data environment and desire to test and learn; high A/B testing environment
• Experience building teams that consistently hit ambitious targets. You maintain a high-performance culture that attracts and nurtures top talent.
• Exhibit a strong bias for action - perfect is the enemy of good, and learning is better than arguing.
• You possess a strong understanding of consumer mindset, consumer empathy and dedication to great consumer experiences

Our base salary cash compensation range for this role is $170,000 - $204,000  in Denver and most remote locations and $200,000 - $250,000 in San Francisco and New York. Final offer amounts are determined by multiple factors, including candidate experience and expertise, and may vary from the amounts listed above.