Product Marketing Lead

Gusto • Atlanta, GA - Hybrid; Denver, CO - Hybrid; New York, NY - Hybrid; San Francisco, CA - Hybrid • 4d ago

About the role

We're looking for an experienced, customer-obsessed, AI-fluent product marketer to help bring new products, offers, and motions to market, and to find product-market fit through a growth-oriented test-and-learn approach.

You'll own go-to-market for Gusto Business Insurance, which helps small businesses get workers' comp and general business insurance alongside payroll. You’ll drive research, segmentation, messaging and positioning, GTM launches, 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 discover and access new lines of insurance.

About the Team:

Business Insurance helps small businesses find and buy the coverage they need, starting with workers’ comp and expanding into general liability, professional liability, and business owner’s policies. We’re moving from a referral model to a Gusto-run agency with a digital buying experience, more carrier options, and a licensed sales team. It is one of Gusto’s clearest opportunities to deepen the relationship with customers we already serve.

What You’ll Do

Architect & Execute GTM Strategy
Lead go-to-market strategy and execution for business insurance, partnering with Growth, Product and Marketing to shape customer segmentation, pricing, and GTM motions that drive adoption and growth.
Turn Insights Into Action
Synthesize market research, customer insights, usage data, and cross-functional input to identify opportunities and inform strategy. Translate strategy into actionable plans and ensure GTM execution lands with excellence.
Drive Cross-Functional Alignment & Accountability
Work across Product, Sales, Marketing, Data Science, and Finance to agree on shared goals and coordinate execution. Bring structure, momentum, and accountability to complex initiatives. Build new ways of working by building net-new processes/systems that didn’t exist prior.
Make Growth Channels Self-Serve
Define requirements and program parameters, work with the Growth team on what they build and how it runs, and make sure tools like in-app and AI levers are usable, scalable, and trackable for product marketers.
Own Performance & Optimization
Define success metrics and track performance across initiatives. Drive regular reviews of GTM performance and lead iteration to improve outcomes over time.
Work AI-First
Use AI tools to accelerate research, synthesize insights, and refine positioning and content with speed and precision.

Here’s what we're looking for:

8+ years of experience in marketing or product management and 3+ in product marketing
Track record of shaping GTM strategy in ambiguous yet highly ambitious environments: 0-to-1 products, new markets, or building new motions within an existing company
Ability to move between strategic planning and hands-on execution, comfortable with ambiguity and bias toward action
Excellent cross-functional collaboration and communication skills; adept at influencing across Sales, Product, and Marketing
Deep experience with customer segmentation, positioning, pricing, and GTM planning
Experience in insurtech, SMB, fintech, HR/benefits/payroll tech, or a complex multi-audience business is a plus
AI fluent: has built AI workflows for research, content, or reporting and uses them to change how a team works

Compensation

Our cash compensation amount for this role is targeted at $153,000 - $187,000/yr in Denver and Atlanta, and $180,000 - $221,000/yr for San Francisco and New York. Final offer amounts are determined by multiple factors including candidate experience and expertise and may vary from the amounts listed above.

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