Senior Product Marketing Manager, HR

Senior Product Marketing Manager, HR Experiences

Denver, CO;
San Francisco, CA;
New York, NY;
Las Vegas, NV;
Atlanta, GA;
Phoenix, AZ

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

As the Product Marketing Manager for Gusto’s HR Experiences, you will shape the narrative, positioning, and go-to-market strategy for Gusto’s HR apps and services (including hiring, performance management, compliance and our fractional HR expert service). This is a highly strategic role for a PMM who thrives at the intersection of customer insight, product strategy, and PLG growth execution, and who is energized by experimenting, iterating, and accelerating one of Gusto’s most promising strategic bets.

You will partner closely with Product to define category narratives, validate early customer needs, and influence the roadmap with data and insight. You will also lead the GTM strategy across self‑serve, in‑product, and sales‑assisted channels, ensuring Gusto’s HR suite drives meaningful customer engagement, adoption, and long‑term retention on the platform. We’re looking for a full‑stack PMM who is fluent in product‑led growth, strong in GTM experimentation, and excited to architect both the strategy and the execution required to grow a multi‑product suite.

What you will own

• End‑to‑end narrative and positioning development for Gusto’s HR suite: product story, value prop hierarchy, competitive differentiation, and ecosystem messaging connected to Gusto’s broader payroll platform
• Product growth, partnering with PM to deepen customer understanding, synthesize insights, refine product direction, and validate opportunities that accelerate adoption, revenue, and long‑term retention
• Translation of customer jobs‑to‑be‑done, market dynamics, and product vision into compelling, data‑backed recommendations for Product and company leadership
• Experimentation‑ and usage‑led GTM strategy across the HR suite: onboarding flows, activation levers, in‑product messaging, lifecycle nudges, and self‑serve motions that improve engagement and retention
• Launch strategy, planning, and measurement for HR features and improvements across self‑serve and partner channels, creating clear feedback loops and KPIs that help the team understand what’s working and where to iterate
• Partnership with Sales and Enablement teams to build high‑quality, segment‑specific pitch decks, ROI models, value prop guides, and product materials that articulate Gusto’s differentiated HR suite and platform value

What we’re looking for

• 8–10+ years in Product Marketing or related roles with deep experience in positioning, messaging, customer insight, and GTM execution
• Strong storytelling and narrative development skills, with the ability to communicate across multiple modalities and tailor messages to diverse audiences, from small business owners to internal executives
• A track record of creative, scrappy experimentation; someone who can test, learn, and iterate quickly to find what resonates with users and accelerates adoption and engagement
• Comfort operating in ambiguity, bringing structure and clarity to a broad, evolving product surface area and helping teams align on focus, ICPs, and strategic priorities
• Analytical rigor, with comfort defining KPIs, analyzing adoption/activation/usage, and structuring feedback loops that guide prioritization and iteration
• Bias toward action, creativity, and cross‑functional collaboration, thriving within highly interdependent teams (Product, Data, Growth, CX, Sales, and others)
• Fluency with AI‑powered marketing and analytics tools and processes

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…