Gusto
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Product Marketing Lead, PEO
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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. Overview
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. You’ll lead GTM from research and discovery through positioning, messaging, launch, and adoption, partnering with Product, Sales, Marketing, Finance, and Data Science to create a scalable GTM engine and enable AI-powered insights and content refinement. If you’re a full-stack product marketer who thrives in ambiguity, loves cross-functional collaboration, and wants to shape a new category-defining product, we’d love to hear from you. Responsibilities
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 for Gusto’s PEO for SMBs. Tailor materials for audiences including business owners, HR leaders, and brokers. Deliver Go-to-Market Strategy: Own GTM planning and execution from pilot through full launch. Build scalable frameworks for customer acquisition, cross-sell, and retention; define and measure success metrics across awareness, engagement, and revenue. Sales & Enablement Partnership: Build sales enablement from the ground up with talk tracks, objection handling, and training materials. Influence Product & Business Strategy: Represent the voice of the customer with Product to influence roadmap and pricing; collaborate with Finance and Data Science to model adoption and 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. Qualifications
8+ years of experience in marketing or product management and 3+ years 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 storytelling and communication skills; ability to simplify complex concepts and inspire action Quantitative thinker who ties GTM execution to business outcomes and is comfortable using AI to surface insights 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 Compensation & Location
Cash compensation: $153,000 - $180,000/yr in Denver, Phoenix, Atlanta, and Las Vegas; $180,000 - $210,000/yr in San Francisco & New York. Final offers depend on candidate experience and may vary. Locations: Gusto has offices in Denver, San Francisco, and New York City. Employees based there are expected to work from the office on designated days (2-3 days per week, or more depending on role). The same office expectations apply to all Symmetry roles (Gusto’s subsidiary) in Scottsdale. San Francisco office coverage includes the SF and San Jose metro areas. Remote/alternative locations require a secure, reliable internet connection. Equal Opportunity & Privacy
Gusto is an equal opportunity employer. We do not discriminate in hiring on race, color, religion, national origin, age, sex (including pregnancy, childbirth, or related medical conditions), marital status, ancestry, disability, veteran status, gender identity or expression, sexual orientation, or other legally protected characteristics. Gusto is committed to reasonable accommodations for qualified individuals with disabilities and for disabled veterans. Personal information collected during applications is subject to Gusto’s Applicant Privacy Notice and Fraudulent Activity Disclaimer. We’re proud to be an inclusive workplace and value diverse perspectives that help us better serve our customers. Seniority level
Mid-Senior level Employment type
Full-time Job function
Marketing and Sales Industries
Software Development
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Product Marketing Lead, PEO
role 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. Overview
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. You’ll lead GTM from research and discovery through positioning, messaging, launch, and adoption, partnering with Product, Sales, Marketing, Finance, and Data Science to create a scalable GTM engine and enable AI-powered insights and content refinement. If you’re a full-stack product marketer who thrives in ambiguity, loves cross-functional collaboration, and wants to shape a new category-defining product, we’d love to hear from you. Responsibilities
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 for Gusto’s PEO for SMBs. Tailor materials for audiences including business owners, HR leaders, and brokers. Deliver Go-to-Market Strategy: Own GTM planning and execution from pilot through full launch. Build scalable frameworks for customer acquisition, cross-sell, and retention; define and measure success metrics across awareness, engagement, and revenue. Sales & Enablement Partnership: Build sales enablement from the ground up with talk tracks, objection handling, and training materials. Influence Product & Business Strategy: Represent the voice of the customer with Product to influence roadmap and pricing; collaborate with Finance and Data Science to model adoption and 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. Qualifications
8+ years of experience in marketing or product management and 3+ years 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 storytelling and communication skills; ability to simplify complex concepts and inspire action Quantitative thinker who ties GTM execution to business outcomes and is comfortable using AI to surface insights 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 Compensation & Location
Cash compensation: $153,000 - $180,000/yr in Denver, Phoenix, Atlanta, and Las Vegas; $180,000 - $210,000/yr in San Francisco & New York. Final offers depend on candidate experience and may vary. Locations: Gusto has offices in Denver, San Francisco, and New York City. Employees based there are expected to work from the office on designated days (2-3 days per week, or more depending on role). The same office expectations apply to all Symmetry roles (Gusto’s subsidiary) in Scottsdale. San Francisco office coverage includes the SF and San Jose metro areas. Remote/alternative locations require a secure, reliable internet connection. Equal Opportunity & Privacy
Gusto is an equal opportunity employer. We do not discriminate in hiring on race, color, religion, national origin, age, sex (including pregnancy, childbirth, or related medical conditions), marital status, ancestry, disability, veteran status, gender identity or expression, sexual orientation, or other legally protected characteristics. Gusto is committed to reasonable accommodations for qualified individuals with disabilities and for disabled veterans. Personal information collected during applications is subject to Gusto’s Applicant Privacy Notice and Fraudulent Activity Disclaimer. We’re proud to be an inclusive workplace and value diverse perspectives that help us better serve our customers. Seniority level
Mid-Senior level Employment type
Full-time Job function
Marketing and Sales Industries
Software Development
#J-18808-Ljbffr