Brand Design Manager

📍 Job Overview

Job Title: Brand Design Manager

Company: Gusto, Inc.

Location: Denver, CO; San Francisco, CA; New York, NY; Los Angeles, CA; Seattle, WA

Job Type: Full-time

Category: Creative & Media / Art & Design / Management & Leadership

Date Posted: April 10, 2026

Experience Level: 8+ years of professional experience, with 2-4+ years in people management.

Remote Status: Hybrid

🚀 Role Summary

• Lead and mentor a team of brand and motion designers, fostering their professional development and ensuring high-quality creative output.

• Drive the creative direction and visual execution for comprehensive brand campaigns, marketing assets, and multi-channel initiatives.

• Develop and maintain scalable design systems, templates, and brand guidelines to ensure consistency and efficiency across all brand touchpoints.

• Collaborate closely with marketing, product marketing, and communications leadership to translate strategic objectives into compelling visual communication.

• Integrate and champion AI-enabled workflows and modern design tools to enhance creative possibilities and improve team efficiency.

📝 Enhancement Note: This role is specifically focused on Brand Design Management within a "Creative Studio" context, emphasizing people leadership, creative direction, and the operational aspects of scaling creative output. The emphasis on AI-native design and integration of generative AI tools is a significant differentiator for this role, indicating a forward-thinking approach to design operations.

📈 Primary Responsibilities

• Manage, mentor, and develop a team of brand and motion designers, providing regular feedback, setting clear expectations, and supporting career growth trajectories.

• Define and uphold the creative bar for brand design, ensuring visual quality, brand consistency, and strategic alignment across all marketing collateral, including campaigns, paid media, email, web, social, and experiential touchpoints.

• Build, evolve, and maintain scalable design systems, templates, and comprehensive brand guidelines that empower the team to work efficiently and maintain brand integrity.

• Partner strategically with cross-functional leaders in Marketing, Product Marketing, and Communications to prioritize projects, define creative briefs, and ensure seamless visual execution of marketing strategies.

• Define, document, and optimize team workflows, production standards, and operational processes to effectively scale creative output and enhance team productivity.

• Actively explore, advocate for, and integrate modern design tools, with a particular focus on AI-enabled workflows and generative AI applications, to expand creative capabilities and drive team efficiency.

• Contribute directly to hands-on creative work when necessary, maintaining a strong connection to design craft and leading by example.

📝 Enhancement Note: The responsibilities highlight a blend of people management, creative leadership, and operational process improvement. The emphasis on "scaling creative output" and "optimizing team workflows" points to a need for strong operations and process thinking within a creative function.

🎓 Skills & Qualifications

Education: While no specific degree is listed, a strong portfolio and relevant experience are prioritized, reflecting a practical approach common in creative leadership roles. A background in Graphic Design, Visual Communication, or a related field is typically expected.

Experience:

• 8+ years of comprehensive professional brand design experience, with a proven track record in campaign development, marketing collateral creation, and brand systems implementation.

Required Skills:

• Demonstrated expertise in brand strategy and building cohesive brand identities across multiple channels.

• Exceptional visual craft and a keen eye for design aesthetics, typography, and layout.

• Proficiency in Figma for design system management and collaborative design workflows.

• Advanced skills in Adobe Creative Suite (Photoshop, Illustrator, InDesign).

• Proven experience in developing and maintaining scalable design systems and brand guidelines.

• Strong understanding and hands-on familiarity with AI-enabled creative workflows, including generative AI tools for ideation, prototyping, and production.

• Excellent cross-functional collaboration and communication skills, with the ability to partner effectively with marketing, product marketing, and communications teams.

Preferred Skills:

• Familiarity with motion design tools (e.g., After Effects) and principles.

• Experience in a fast-paced, high-output startup or late-stage technology company environment.

• Experience with production workflows and managing creative asset delivery.

• Understanding of multi-channel marketing (paid media, email, web, social, experiential).

📝 Enhancement Note: The "AI fluency" requirement is crucial and should be interpreted as practical, hands-on experience with AI tools in a design context, not just theoretical knowledge. This signals a need for candidates who are early adopters and innovators in leveraging AI for design efficiency and creativity.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A robust portfolio showcasing 8+ years of professional brand design work, with a strong emphasis on campaign development, marketing collateral, and integrated brand systems.

• Clear examples of brand-building initiatives, demonstrating strategic thinking and consistent visual execution across diverse marketing channels (paid media, web, social, email, experiential).

• Evidence of leadership, including case studies or project descriptions that highlight people management, mentoring, and creative direction responsibilities.

• Demonstrations of experience in building, scaling, and maintaining design systems and brand guidelines, with examples of their impact on consistency and efficiency.

Process Documentation:

• Examples of defined and optimized team workflows for creative project management, from brief to final asset delivery.

• Documentation or case studies illustrating the implementation of design systems and brand guidelines, including their impact on team productivity and brand consistency.

• Evidence of process improvements related to production standards, asset management, or cross-functional collaboration for creative projects.

• Methodologies for integrating AI tools into design workflows to streamline ideation, prototyping, or asset creation.

📝 Enhancement Note: The portfolio is critical for this role, serving as direct evidence of both design craft and leadership capabilities. Emphasis should be placed on demonstrating not just the final output but also the process, strategic thinking, and any systems or AI integrations that contributed to success.

💵 Compensation & Benefits

Salary Range:

• Denver & Most Remote Locations: $172,000 - $215,000 per year

• San Francisco, Seattle & New York: $202,000 - $253,000 per year

Benefits:

• Competitive base pay.

• Equity (Restricted Stock Units - RSUs), providing ownership in Gusto's success.

• Comprehensive health insurance plans.

• 401(k) retirement savings plan.

• Access to AI tools and technologies for professional development.

• Opportunities for professional development and continuous learning in design and AI.

Working Hours: 40 hours per week, with a hybrid work arrangement.

📝 Enhancement Note: The salary ranges are location-dependent, reflecting cost of living differences. The inclusion of equity (RSUs) is a significant part of Gusto's total rewards philosophy, aligning employee success with company growth. The explicit mention of AI tools as a benefit highlights the company's commitment to modernizing the workplace.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology (SaaS) focused on small business solutions, specifically payroll, benefits, and HR. Gusto aims to grow the small business economy.

Company Size: Gusto supports over 400,000 small businesses, indicating a substantial and growing customer base. The internal design team comprises over 80 individuals, suggesting a mature and well-resourced creative function within a larger organization.

Founded: While the founding date is not explicitly stated, Gusto is described as a "fast-moving, late-stage startup," implying significant growth and market traction.

Team Structure:

• The Design team at Gusto is a cross-functional group of over 80 individuals, including brand designers, motion designers, and potentially UX/product designers.

• This role manages a "small team of brand and motion designers" within the broader creative studio.

• Collaboration is heavily emphasized, with designers working closely with Product, Engineering, Data, and Marketing teams.

Methodology:

• Data Analysis & Insights: While not explicitly detailed for design, Gusto emphasizes data-driven decision-making across the organization. Design teams likely leverage user research, analytics, and A/B testing to inform their work.

• Workflow Planning & Optimization: A core responsibility of this role is to "define and improve team workflows, processes, and production standards to scale creative output." This points to a structured approach to creative operations.

• Automation & Efficiency Practices: The explicit focus on AI-native design and integrating AI tools highlights a commitment to automation and efficiency as key operational pillars within the design function.

Company Website: https://gusto.com/

📝 Enhancement Note: Gusto's culture appears to be mission-driven, customer-centric, and forward-thinking, particularly regarding technology adoption like AI. The design team is positioned as a strategic partner, not just a service provider, influencing brand identity and customer perception.

📈 Career & Growth Analysis

Operations Career Level: This role is a management position within the creative and brand design function, often referred to as a "People Empowerer" (PE) at Gusto. It sits at a senior individual contributor or first-line management level, responsible for both individual contributor output (through team leadership) and operational processes.

Reporting Structure: The Brand Design Manager will report into a higher level of creative or marketing leadership. They will directly manage a team of brand and motion designers. Collaboration is expected with marketing, product marketing, and communications leadership.

Operations Impact: The Brand Design Manager's impact is crucial in shaping Gusto's brand identity, customer trust, and market perception. By ensuring visual consistency and crafting compelling campaigns, they directly influence brand awareness, customer acquisition, and retention. The operational efficiency gains achieved through design systems and AI integration also contribute to faster go-to-market for marketing initiatives.

Growth Opportunities:

• Leadership Advancement: Potential to grow into a Director-level role overseeing a larger creative function or a broader portfolio of design disciplines.

• Strategic Influence: Opportunity to shape the future of Gusto's brand and the company's AI-native design strategy.

• Skill Development: Continuous learning in AI-driven design, team leadership, and creative operations. Potential to become an industry thought leader in AI-native design.

• Cross-functional Leadership: Deepen partnerships with marketing and product teams, potentially leading to broader GTM strategy involvement.

📝 Enhancement Note: The "People Empowerer" title signifies a culture that values leadership development and employee growth. The emphasis on AI and operational efficiency suggests a career path focused on innovation and strategic impact within the creative operations space.

🌐 Work Environment

Office Type: Gusto operates a hybrid work model. Employees based in their physical office locations (Denver, San Francisco, New York) are expected to work from the office approximately 2-3 days per week. This suggests a blend of in-person collaboration and remote flexibility.

Office Location(s): Physical offices are located in Denver, CO; San Francisco, CA; and New York, NY.

Workspace Context:

• The hybrid model facilitates in-person collaboration for brainstorming, team meetings, and critical creative reviews, fostering a connected team environment.

• The expectation for remote work days means access to robust digital collaboration tools and a reliable internet connection is essential.

• The "AI-native design organization" implies that the technology stack and available tools will be modern, likely including advanced AI software and platforms to support the team's work.

• Opportunities for direct interaction with cross-functional partners in marketing, product, and communications are inherent in the collaborative environment.

Work Schedule: A standard 40-hour work week is expected, with the flexibility afforded by the hybrid model. This allows for focused individual work on remote days and collaborative sessions on office days, supporting the operational demands of managing a creative team and projects.

📝 Enhancement Note: The hybrid approach balances the need for in-person collaboration critical for creative leadership and team cohesion with the flexibility modern professionals expect. The company's investment in AI suggests a technologically advanced workspace.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or hiring manager will review your application and portfolio to assess alignment with the core requirements, particularly people management experience and AI fluency.

• Portfolio Review & Discussion: You will likely present your portfolio to a panel, which may include design leadership, marketing stakeholders, and potentially peers from the design team. Be prepared to discuss your leadership approach, creative direction, design systems, and any AI integrations.

• People Management & Strategy Interview: This stage will delve deeper into your experience managing and mentoring designers, setting creative direction, and your strategic approach to brand building and operational efficiency.

• Cross-functional Collaboration Interview: You may meet with leaders from marketing, product marketing, or communications to assess your ability to partner effectively and translate business objectives into creative execution.

• Final Interview/Executive Round: A final meeting with senior leadership to discuss overall fit, vision, and strategic alignment.

Portfolio Review Tips:

• Highlight Leadership: Showcase projects where you led a team, mentored designers, or influenced creative strategy. Clearly articulate your role and impact.

• Demonstrate Brand Craft & Systems: Present cohesive brand campaigns and illustrate how you've built or managed design systems and brand guidelines. Explain the impact on consistency and efficiency.

• Showcase AI Integration: Include examples of how you've used AI in your design process – for ideation, prototyping, asset generation, or workflow optimization. Quantify any efficiency gains.

• Tell a Story: For each project, explain the challenge, your strategic approach, the execution, and the measurable results. Focus on the "why" behind your design decisions.

• Tailor to Gusto: Research Gusto's current brand and marketing efforts. Be prepared to discuss how your experience aligns with their mission and aesthetic.

Challenge Preparation:

• Creative Brief Exercise: You might be given a hypothetical creative brief and asked to outline a strategic approach, creative direction, and potential AI applications for a campaign.

• Design System Audit/Proposal: A task could involve auditing an existing design system (or a hypothetical one) and proposing improvements or extensions, focusing on scalability and efficiency.

• Team Management Scenario: Prepare to discuss how you would handle common people management challenges, such as performance issues, motivating a team, or fostering collaboration.

📝 Enhancement Note: The interview process will heavily scrutinize both creative leadership skills and practical experience with modern design operations, especially AI. A well-curated portfolio that showcases these aspects is paramount.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for collaborative design, prototyping, and managing design systems. Expect to demonstrate advanced proficiency.

• Adobe Creative Suite: Critical for image editing, graphic creation, and potentially motion graphics (Photoshop, Illustrator, InDesign, After Effects).

• Generative AI Tools: Hands-on experience with tools like Midjourney, DALL-E, Stable Diffusion, or AI-powered features within design software (e.g., Adobe Firefly) is a key requirement. Understanding how to leverage these for ideation, asset creation, and workflow acceleration is expected.

Analytics & Reporting:

• While not explicitly listed for this role, familiarity with analytics platforms (e.g., Google Analytics, Mixpanel) used by marketing teams would be beneficial for understanding campaign performance and informing design decisions.

CRM & Automation:

• Familiarity with marketing automation platforms (e.g., HubSpot, Marketo) and CRM systems (e.g., Salesforce) can be helpful for understanding how brand assets are deployed and their impact on customer journeys.

• Project management tools (e.g., Asana, Jira, Monday.com) are likely used for managing creative workflows.

📝 Enhancement Note: The emphasis on AI tools is a significant differentiator. Candidates should be prepared to discuss specific AI platforms they have used and how they have integrated them into their design process to achieve tangible results.

👥 Team Culture & Values

Operations Values:

• Mission-Driven: A strong commitment to Gusto's mission of growing the small business economy. This should translate into design work that resonates with and empowers small business owners.

• AI-Native & Innovative: Embracing AI as a fundamental tool to enhance creativity, efficiency, and the design process. A proactive approach to adopting new technologies.

• Collaboration & Empathy: Building understanding and empathy for users, and working closely with cross-functional partners to deliver impactful solutions.

• Quality & Craft: A deep care for visual quality and brand integrity, ensuring that design work is not only functional but also aesthetically excellent and trustworthy.

• Efficiency & Scalability: Focus on building systems, workflows, and templates that allow for rapid, high-quality creative output.

Collaboration Style:

• Cross-functional Integration: Designers are embedded within cross-functional teams, working closely with Product, Engineering, Data, and Marketing. This role requires strong partnership with marketing leadership.

• Open Feedback Culture: The design team values openness and is not "precious" about their work, encouraging constructive feedback to improve quality and outcomes.

• Knowledge Sharing: Actively sharing learnings, best practices, and insights, particularly around new technologies like AI, to elevate the entire team.

📝 Enhancement Note: The "AI-native" aspect is a core cultural pillar for the design organization at Gusto. Candidates should demonstrate enthusiasm for this approach and how they foster it within a team.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Creative Leadership with People Management: Effectively mentoring a team while also driving creative direction and ensuring high-quality output requires strong leadership and delegation skills.

• Scaling Creative Output in a Fast-Paced Environment: Meeting the demands of a growing, late-stage startup requires efficient workflows, robust systems, and proactive problem-solving.

• Integrating AI Effectively: Navigating the rapidly evolving landscape of AI tools and ensuring their ethical and effective integration into established design processes and workflows.

• Maintaining Brand Consistency Across Diverse Channels: Ensuring a unified brand voice and visual identity across a wide range of marketing touchpoints, from digital ads to experiential events.

Learning & Development Opportunities:

• AI Design Leadership: Become a recognized leader in AI-native design within the industry, contributing to Gusto's reputation as an innovator.

• Advanced People Management: Develop advanced coaching and team-building skills within a dynamic creative environment.

• Strategic Brand Development: Contribute to shaping Gusto's brand narrative and visual identity as the company continues to grow.

• Process Optimization Expertise: Gain deep experience in designing and implementing efficient creative operations and workflows.

📝 Enhancement Note: The primary challenge and growth opportunity lie in the innovative integration of AI into brand design operations and leadership. This role offers a chance to shape the future of design at Gusto and potentially within the broader industry.

💡 Interview Preparation

Strategy Questions:

• "Describe your approach to mentoring and developing a team of brand and motion designers. How do you foster growth and maintain high performance?" (Focus on leadership philosophy, feedback mechanisms, and career pathing).

• "How would you establish and evolve a scalable design system and brand guidelines for a fast-growing company like Gusto? What are the key operational considerations?" (Emphasize process, documentation, and cross-functional adoption).

• "Discuss your experience with AI in creative workflows. Provide a specific example of how you've used generative AI to improve efficiency or expand creative possibilities for a campaign or project." (Be ready with concrete examples and measurable outcomes).

Company & Culture Questions:

• "Why are you interested in Gusto and our mission to grow the small business economy?" (Connect your values to Gusto's mission).

• "What does an 'AI-native design organization' mean to you, and how would you contribute to building one?" (Show enthusiasm for AI and strategic thinking).

Portfolio Presentation Strategy:

• Structure: Organize your presentation logically, perhaps by project type (e.g., Campaigns, Brand Systems, Leadership Initiatives) or by impact area.

• Leadership Focus: For each relevant project, clearly articulate your role as a leader, your strategic decisions, and how you guided your team.

• AI Integration Showcase: Dedicate a section or clearly mark projects where AI was used. Explain the tools, process, and impact (e.g., time saved, new creative avenues explored).

• Metrics & Results: Quantify the impact of your work whenever possible. Use metrics related to brand perception, campaign performance, efficiency gains, or team development.

• Conciseness: Be mindful of time. Focus on the most impactful and relevant pieces of your portfolio.

📝 Enhancement Note: Be prepared to speak fluently about both creative strategy and the operational execution of that strategy, with a strong emphasis on people management and AI integration. Your portfolio should serve as a narrative of your leadership and innovation in brand design.

📌 Application Steps

To apply for this Brand Design Manager position:

• Submit your application through the provided link on Greenhouse.

• Portfolio Customization: Curate your portfolio to prominently feature your brand design leadership, experience with design systems, and specific examples of how you've integrated AI into creative workflows. Tailor it to Gusto's brand and mission.

• Resume Optimization: Ensure your resume highlights your 8+ years of brand design experience and 2-4+ years of direct people management. Use keywords like "Brand Design Manager," "Creative Direction," "Design Systems," "AI," "Figma," "Adobe Creative Suite," and "Mentorship." Quantify achievements where possible.

• Interview Preparation: Practice articulating your leadership philosophy, creative process, and strategic approach to brand building. Prepare specific case studies demonstrating your ability to manage teams, drive creative excellence, and implement efficient operations, especially with AI.

• Company Research: Deeply research Gusto's mission, values, current brand presence, and their stated commitment to an "AI-native design organization." Understand their customer base and market position.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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