About Gusto
Gusto is a modern, online people platform that helps small businesses take care of their teams. On top of full-service payroll, Gusto offers health insurance, 401(k)s, expert HR, and team management tools. Today, Gusto offices in Denver, San Francisco, and New York serve more than 400,000 businesses nationwide.
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.
About the role
We’re looking for a customer-obsessed, impact-driving Product Marketing Lead to own the growth of Gusto’s offerings for SMBs with contractors and global workforces. This role is a full-stack, senior IC position—responsible for everything from insights and strategy to messaging and go-to-market execution across teams.
You will lead the go-to-market strategy for three products under Gusto’s Global and Contractors org. Using your deep expertise on research, roadmap influence, customer segmentation, positioning, data analysis, and go-to-market planning and execution, you’ll define how we bring our global and contractor solutions to life for small businesses. You’ll identify opportunities for driving growth in product, through marketing channels, and through Sales. You’ll collaborate with product, design, channel marketing teams, lifecycle marketing, sales and analytics teams to drive awareness, adoption and engagement of these offerings, and you’ll be accountable for delivering business impact.
Here’s what you’ll do day-to-day:
- Understand the market and customers: Identify unmet/underserved customer needs and develop ideal customer profile and segmentation for each product in your portfolio. Evaluate market trends, competitive landscape, and customer feedback to support product roadmap development and identify GTM path to commercial success.
- Create Positioning and Messaging: Articulate who we serve, how we are differentiated and deliver value, and develop positioning and messaging for target audiences that drives action. Create compelling value propositions and materials for go-to-market teams.
- Deliver Go-to-Market Strategy and Business Impact: Use insights on how to reach target customers across their buying journey to design go-to-market strategies that hit metrics that matter, including leads, attach, and revenue targets. Work closely with Revenue teams (Sales, Marketing, Revenue Operations) to plan and execute GTM campaigns, and ensure market penetration and growth.
- Strategy and Planning: Serve as the connective tissue between GTM, multiple Product teams, and other cross-functional teams to drive strategy, goal setting, execution, and business performance measurements. Track to ensure we are delivering against commitments on a monthly, quarterly, and annual basis.
- Performance Measurement: Define key performance indicators (KPIs) and metrics to track the success of cross sell that ladders up to overall business and marketing objectives. Report on performance and iterate on GTM strategies as needed to optimize results.
Here’s what we're looking for:
- 8+ years of experience in marketing, growth, or product management and 3+ in product marketing.
- Experience owning product areas and driving go-to-market and revenue success.
- Deep experience partnering with sales teams; experience co-selling with partners is a plus.
- A wildly curious, strategic and quantitative person who uses data and insights to identify and solve problems.
- Experience driving customer insights gathering, via market and competitive research and partnering with Product and UXR on customer research.
- Ability to independently leverage analytics tools (e.g., SQL, Amplitude, growth tools) to investigate customer behavior and uncover growth opportunities.
- Ability to design, execute, and analyze experiments to drive product adoption, engagement, and conversion.
- Translate data insights into clear recommendations for growth strategies, campaign optimization, and product positioning.
- Own end-to-end measurement of marketing and growth initiatives, ensuring data-driven decision making at every stage.
- A storyteller, able to craft compelling positioning with a customer first mindset.
- An influencer that can work well with various functional groups and levels in the organization.
- Excellent written and verbal communication skills — knows how to tailor a message and compel any audience.
Our annual cash compensation range for this role is $155,000 to $176,000 in Denver and most other remote locations, and $180,000 to $210,000 in San Francisco and New York City. 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.
Note: The San Francisco office expectations encompass both the San Francisco and San Jose metro areas.
When approved to work from a location other than a Gusto office, a secure, reliable, and consistent internet connection is required.
Our customers come from all walks of life and so do we. We hire great people from a wide variety of backgrounds, not just because it's the right thing to do, but because it makes our company stronger. If you share our values and our enthusiasm for small businesses, you will find a home at Gusto.
Gusto is proud to be an equal opportunity employer. We do not discriminate in hiring or any employment decision based on race, color, religion, national origin, age, sex (including pregnancy, childbirth, or related medical conditions), marital status, ancestry, physical or mental disability, genetic information, veteran status, gender identity or expression, sexual orientation, or other applicable legally protected characteristic. Gusto considers qualified applicants with criminal histories, consistent with applicable federal, state and local law. Gusto is also committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. We want to see our candidates perform to the best of their ability. If you require a medical or religious accommodation at any time throughout your candidate journey, please fill out this form and a member of our team will get in touch with you.
Gusto takes security and protection of your personal information very seriously. Please review our Fraudulent Activity Disclaimer.
Personal information collected and processed as part of your Gusto application will be subject to Gusto's Applicant Privacy Notice.
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