Gusto
Product Marketing Lead, PEO
Gusto
is on a mission to grow the small business economy by handling payroll, health insurance, 401(k)s, and HR for small business owners. We support more than 400,000 businesses across the U.S. and are building a workplace that reflects the diversity of our customers.
About the Role We’re looking for a customer‑obsessed, impact‑driven Product Marketing Lead to build and scale the go‑to‑market (GTM) strategy for Gusto’s Professional Employer Organization (PEO) offering—a bundled HR, payroll, benefits, and compliance solution for complex small businesses. This is a unique opportunity to lead GTM for one of Gusto’s most strategic new business lines. You will own everything from research, discovery, and pilot design through to positioning, messaging, launch, and adoption. You’ll partner deeply with Product, Sales, Marketing, Finance, and Data Science to build a scalable GTM engine and will use AI tools to accelerate research, synthesize insights, and refine positioning and content.
Here’s What You’ll Do Day‑to‑Day
Understand the Market & Customer: Lead customer and market research to define the ideal customer profile and segmentation for Gusto’s PEO. Identify unmet needs, assess competitive dynamics, and translate insights into product and GTM recommendations.
Create Positioning & Messaging: Develop clear, differentiated positioning and messaging that communicates the unique value of Gusto’s PEO for SMBs. Tailor materials for various audiences—from business owners to HR leaders and brokers.
Deliver Go‑to‑Market Strategy: Own GTM planning and execution—from pilot through full launch. Build scalable frameworks for customer acquisition, cross‑sell, and retention, and define & measure success metrics across awareness, attachment, and revenue.
Sales & Enablement Partnership: Build sales enablement from the ground up—partnering closely with sales leadership to define talk tracks, objection handling, and training materials.
Influence Product & Business Strategy: Act as the voice of the customer with Product, influencing roadmap and pricing strategy. Collaborate with Finance and Data Science to model adoption and business impact.
Measure, Learn, and Optimize: Establish KPIs and feedback loops to evaluate GTM effectiveness. Use data and experimentation to iterate quickly and scale what works.
Here’s What We’re Looking For
8+ years of experience in marketing or product management, with 3+ in product marketing.
2+ years in the PEO industry (must have).
Proven track record of launching new products or business lines that drive measurable business impact.
Strong understanding of HR, benefits, or payroll systems and the SMB buyer journey.
Excellent storyteller and communicator who can simplify complex concepts and inspire action.
Quantitative thinker who ties GTM execution to business outcomes and is comfortable using AI to surface insights and speed up analysis.
Highly collaborative and proactive—comfortable partnering across Product, Sales, and Marketing.
Hands‑on builder who thrives in ambiguity, embraces experimentation, and uses AI‑powered workflows to move quickly from strategy to execution.
Compensation
depends on location: $153,000‑$180,000/yr in Denver, Phoenix, Atlanta, and Las Vegas; $180,000‑$210,000/yr in San Francisco & New York.
Embark on this role in any of our offices—Denver, San Francisco, New York, or Scottsdale—working from the office 2‑3 days a week (or more depending on role). For hybrid employees, a reliable internet connection is required for non‑office days.
Equal Opportunity 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, pregnancy, marital status, ancestry, physical or mental disability, genetic information, veteran status, gender identity or expression, sexual orientation, or any other protected characteristic. Gusto considers qualified applicants with criminal histories consistent with applicable law and is committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans. If you require a medical or religious accommodation at any time throughout your application journey, please fill out our accommodation form and a member of our team will get in touch with you.
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is on a mission to grow the small business economy by handling payroll, health insurance, 401(k)s, and HR for small business owners. We support more than 400,000 businesses across the U.S. and are building a workplace that reflects the diversity of our customers.
About the Role We’re looking for a customer‑obsessed, impact‑driven Product Marketing Lead to build and scale the go‑to‑market (GTM) strategy for Gusto’s Professional Employer Organization (PEO) offering—a bundled HR, payroll, benefits, and compliance solution for complex small businesses. This is a unique opportunity to lead GTM for one of Gusto’s most strategic new business lines. You will own everything from research, discovery, and pilot design through to positioning, messaging, launch, and adoption. You’ll partner deeply with Product, Sales, Marketing, Finance, and Data Science to build a scalable GTM engine and will use AI tools to accelerate research, synthesize insights, and refine positioning and content.
Here’s What You’ll Do Day‑to‑Day
Understand the Market & Customer: Lead customer and market research to define the ideal customer profile and segmentation for Gusto’s PEO. Identify unmet needs, assess competitive dynamics, and translate insights into product and GTM recommendations.
Create Positioning & Messaging: Develop clear, differentiated positioning and messaging that communicates the unique value of Gusto’s PEO for SMBs. Tailor materials for various audiences—from business owners to HR leaders and brokers.
Deliver Go‑to‑Market Strategy: Own GTM planning and execution—from pilot through full launch. Build scalable frameworks for customer acquisition, cross‑sell, and retention, and define & measure success metrics across awareness, attachment, and revenue.
Sales & Enablement Partnership: Build sales enablement from the ground up—partnering closely with sales leadership to define talk tracks, objection handling, and training materials.
Influence Product & Business Strategy: Act as the voice of the customer with Product, influencing roadmap and pricing strategy. Collaborate with Finance and Data Science to model adoption and business impact.
Measure, Learn, and Optimize: Establish KPIs and feedback loops to evaluate GTM effectiveness. Use data and experimentation to iterate quickly and scale what works.
Here’s What We’re Looking For
8+ years of experience in marketing or product management, with 3+ in product marketing.
2+ years in the PEO industry (must have).
Proven track record of launching new products or business lines that drive measurable business impact.
Strong understanding of HR, benefits, or payroll systems and the SMB buyer journey.
Excellent storyteller and communicator who can simplify complex concepts and inspire action.
Quantitative thinker who ties GTM execution to business outcomes and is comfortable using AI to surface insights and speed up analysis.
Highly collaborative and proactive—comfortable partnering across Product, Sales, and Marketing.
Hands‑on builder who thrives in ambiguity, embraces experimentation, and uses AI‑powered workflows to move quickly from strategy to execution.
Compensation
depends on location: $153,000‑$180,000/yr in Denver, Phoenix, Atlanta, and Las Vegas; $180,000‑$210,000/yr in San Francisco & New York.
Embark on this role in any of our offices—Denver, San Francisco, New York, or Scottsdale—working from the office 2‑3 days a week (or more depending on role). For hybrid employees, a reliable internet connection is required for non‑office days.
Equal Opportunity 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, pregnancy, marital status, ancestry, physical or mental disability, genetic information, veteran status, gender identity or expression, sexual orientation, or any other protected characteristic. Gusto considers qualified applicants with criminal histories consistent with applicable law and is committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans. If you require a medical or religious accommodation at any time throughout your application journey, please fill out our accommodation form and a member of our team will get in touch with you.
#J-18808-Ljbffr