Product Marketing Lead, PEO 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

We're looking for a customer-obsessed, impact-driven Product Marketing Lead to build and scale the go-to-market strategy for Gusto's Professional Employer Organization (PEO) offering a bundled HR, payroll, benefits, and compliance solution for more complex small businesses.

This is a unique opportunity to lead GTM for one of Gusto's most strategic new business lines. You'll be responsible for 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 and execute the foundation of a scalable GTM engine - helping small businesses access affordable health insurance and full-service HR support through a modern PEO model. You'll also use AI tools to accelerate research, synthesize insights, and refine positioning and content with speed and precision, while maintaining strict adherence to Gusto’s quality standards.

If you're a full-stack product marketer who loves working cross-functionally, thrives in ambiguity and an AI-driven environment, and wants to shape the trajectory of a new category-defining product, we'd love to hear from you.

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. You will actively leverage AI tools for data synthesis, market trend spotting, and complex segmentation analysis, using this speed to deliver insights faster.

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. You must expertly guide AI tools with rich context and constraints to quickly draft positioning and content, ensuring outputs reflect Gusto's brand voice and compliance standards.

Deliver Go-to-Market Strategy: Own GTM planning and execution, from pilot through full launch and use AI tools to deliver high quality output faster. Build scalable frameworks for customer acquisition, cross-sell, and retention. Define and measure success metrics across awareness, attach, and revenue. You will systematically verify the accuracy and effectiveness of all AI-generated inputs and outputs across GTM materials before deployment to uphold quality and compliance.

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 and 3+ in product marketing.

2+ working 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. You demonstrate the ability to function at the Integrator level of AI fluency, proactively embedding AI into daily workflows for efficiency gains.

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, while strictly adhering to Gusto's AI and data protection policies.

Our cash compensation amount for this role is targeted at $153,000 - $180,000/yr in Denver, Phoenix, Atlanta, and Las Vegas, and $180,000 - $210,000/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.

Product Marketing Lead, PEO

Job Description