Brand Marketing Director at Gusto

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.

About the Role:

Gusto is seeking a strategic, creative, and data-driven Brand Marketing Director to lead our brand strategy and elevate how Gusto shows up in the world. Reporting to the Head of Product, Brand & Partner Marketing, this Director role will be the architect of Gusto’s brand vision, shaping positioning, storytelling, and awareness-driving campaigns that inspire small businesses nationwide.

In this highly visible role, you’ll define how our brand connects emotionally and functionally with customers — bridging creative vision with business impact. You’ll partner closely with Brand Studio, Product Marketing, Media, and Communications to ensure our brand narrative is consistent, resonant, and measurable. This is a hands-on leadership opportunity to shape Gusto’s brand at scale while driving meaningful business results.

What You'll Do:

Define and Shape Brand Strategy: Partner with leadership to craft and refine Gusto’s overarching brand strategy and positioning, ensuring alignment with business goals and audience needs.

Drive Campaign Excellence: Lead development and execution of integrated brand campaigns that expand awareness, shape perception, and fuel consideration.

Innovate and Ideate: Identify creative opportunities to elevate brand visibility and differentiation across channels, partnerships, and experiences.

Collaborate Cross-Functionally: Partner with Brand Studio, Product Marketing, and Channel teams to ensure brand storytelling is unified and impactful across paid, owned, and earned channels.

Measure and Optimize: Define KPIs for brand health and awareness; leverage data and insights to optimize campaign impact and guide future strategy.

AI-Driven Creative Impact: Explore and apply emerging AI tools to accelerate brand and creative development, analyze audience sentiment, and personalize storytelling at scale.

Leadership & Mentorship: Lead and coach a small team of brand and integrated marketers; foster creativity, accountability, and collaboration.

We are looking for a builder and ops leader with:

10+ years of experience in brand marketing, brand strategy, or integrated marketing, with at least 3+ in a leadership role.

Proven success developing brand strategy, messaging, and creative campaigns for a B2B or B2C technology brand.

Strong portfolio of work demonstrating both creative excellence and measurable business impact.

Experience partnering closely with creative teams, media, and cross-functional marketing groups to deliver integrated storytelling.

Ability to translate data into narrative — using insights to inform strategy and inspire creative direction.

AI fluency: understanding of how AI/ML can enhance brand research, creative production, and performance optimization.

Exceptional communication and collaboration skills, with the ability to influence executives and cross-functional partners.

Passion for Gusto’s mission and for crafting authentic, human-centered brand stories that resonate deeply with small businesses.

Our cash compensation for this role is targeted at $178,000 - $208,000/yr in Denver, and $210,000 - $245,000/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.

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.

Brand Marketing Director

Job Description