Product Marketing Lead, PEO

About Gusto

At Gusto were on a mission to grow the small business economy. We handle the hard stufflike payroll health insurance 401(k)s and HRso owners can focus on their craft and customers. With teams in Denver San Francisco and New York were proud to support more than 400000 small businesses across the country and were building a workplace that represents and celebrates the customers we serve. Learn more about our Total Rewards philosophy.

About the role

Were looking for a customer-obsessed impact-driven Product Marketing Lead to build and scale the go-to-market strategy for Gustos Professional Employer Organization (PEO) offering a bundled HR payroll benefits and compliance solution for more complex small businesses.

This is a unique opportunity to lead GTM for one of Gustos most strategic new business lines. Youll be responsible for everything from research discovery and pilot design through to positioning messaging launch and adoption. Youll partner deeply with Product Sales Marketing Finance and Data Science to build and execute the foundation of a scalable GTM engine - helping small businesses access affordable health insurance and full-service HR support through a modern PEO model. Youll also use AI tools to accelerate research synthesize insights and refine positioning and content with speed and precision while maintaining strict adherence to Gustos quality standards.

If youre a full-stack product marketer who loves working cross-functionally thrives in ambiguity and an AI-driven environment and wants to shape the trajectory of a new category-defining product wed love to hear from you.

Heres what youll do day-to-day:

• Understand the Market & Customer: Lead customer and market research to define the ideal customer profile and segmentation for Gustos PEO. Identify unmet needs assess competitive dynamics and translate insights into product and GTM recommendations. You will actively leverage AI tools for data synthesis market trend spotting and complex segmentation analysis using this speed to deliver insights faster.

• Create Positioning & Messaging: Develop clear differentiated positioning and messaging that communicates the unique value of Gustos PEO for SMBs. Tailor materials for various audiences - from business owners to HR leaders and brokers. You must expertly guide AI tools with rich context and constraints to quickly draft positioning and content ensuring outputs reflect Gustos brand voice and compliance standards.

• 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. You will systematically verify the accuracy and effectiveness of all AI-generated inputs and outputs across GTM materials before deployment to uphold quality and compliance.

• 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.

Heres what were looking for:

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

• 2 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. You demonstrate the ability to function at the Integrator level of AI fluency proactively embedding AI into daily workflows for efficiency gains.

• Highly collaborative and proactivecomfortable 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 while strictly adhering to Gustos AI and data protection policies.

Our cash compensation amount for this role is targeted at $153000 - $180000/yr in Denver Phoenix Atlanta and Las Vegas and $180000 - $210000/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.

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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 Gustos 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. This includes non-office days for hybrid employees.

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 its 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.

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