About the role
We’re looking for a strategic, customer-obsessed Director of Product Marketing – Accountants & Partners to lead the go-to-market strategy for one of Gusto’s most critical growth audiences: Accountants and the partners who advise small businesses.
Accountants are trusted advisors to small businesses—and they often drive or influence the decision to adopt Gusto. In this highly cross-functional leadership role, you’ll shape how Gusto engages, wins, and grows with Accountant partners, helping them adopt Gusto for their own firms and recommend it to their clients.
You’ll own the full go-to-market strategy for this audience, including segment positioning, partner lifecycle strategies, sales enablement, and B2B2C motions that activate downstream client growth. You’ll work closely with Sales, Product, Marketing, and Partner teams to bring strategies to life and drive measurable impact.
We’re seeking someone who can flex between strategic thinking and execution—someone who can see the big picture, build compelling plans grounded in insight and data, and execute with urgency and accountability.
This role reports to the Head of Product, Marketing & Partner Marketing and will lead a small team of talented product marketers.
If this sounds like you, and you’re passionate about helping small businesses succeed, we’d love to meet you.
What You’ll Do
- Own Go-to-Market Strategy for Accountants & Partners
Define and execute the GTM strategy to attract, convert, and grow Gusto’s network of Accountant and partner firms—ensuring we deliver differentiated value to this audience at every stage.
- Drive B2B2B Partner Growth
Build strategies and programs that empower Accountant partners to bring their small business clients onto Gusto. Design messaging, tools, and campaigns that drive partner-led acquisition at scale.
- Craft Insight-Led Positioning & Messaging
Develop clear, compelling messaging for the Accountant audience that communicates Gusto’s value across all touchpoints—from partner onboarding to co-marketing to product surfaces.
- Partner Deeply with Sales & Partner Teams
Act as a strategic GTM partner to our Sales and Partner teams. Create high-impact enablement content and selling tools, and collaborate on playbooks that drive conversion at each stage of the funnel.
- Build & Lead a High-Performing Team
Manage and develop a team of product marketers focused on the Accountant & Partner segment. Drive clarity, focus, and cross-functional alignment while growing marketing craft.
- Translate Market Insights Into Strategy & Execution
Use customer research, market analysis, sales feedback, and performance data to inform GTM strategy. Move from insight to action quickly to keep programs aligned with business goals.
- Measure, Learn, and Optimize
Establish clear success metrics for partner engagement and B2B2C client growth. Track performance, identify barriers, and iterate quickly to improve outcomes.
Here’s what we're looking for:
- 10+ years in marketing, product marketing, or product management, with 6+ years focused on product marketing or go-to-market strategy
- Experience in B2B2C, channel, or partner-led growth environments
- Exposure to the Accountant audience or other advisor/partner ecosystems is highly preferred
- Deep experience building sales-aligned marketing strategies and enablement programs
- Strong strategic thinking, with the ability to execute and iterate in fast-moving environments
- Track record of building and managing high-performing teams
- Outstanding communication and influence skills, especially in cross-functional settings
- Strong analytical skills; able to interpret data to inform strategy and measure success
Our cash compensation amount for this role is targeted at $211,000 - $246,000/yr in Denver & most remote locations, and $179,000 - $209,000/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.
Our mission is to create a world where work empowers a better life, and it starts right here at Gusto. That’s why we’re committed to building a collaborative and inclusive workplace, both physically and virtually. Learn more about our Total Rewards philosophy.
