Product Marketing Lead, PEO

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.

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 unique opportunity will lead GTM for one of Gusto’s most strategic new business lines, managing everything from research and discovery 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 use AI tools to accelerate research, synthesize insights, and refine positioning and content with speed and precision.

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, tailoring 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, 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.

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.

• 8+ years of experience in marketing or product management and 3+ in product marketing
• 2+ years 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.
• 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.

Our cash compensation 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.

When approved to work from a location other than a Gusto office, a secure, reliable, and consistent internet connection is required. This includes…