Product Marketing Lead, PEO

About the role

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 is a unique opportunity to lead GTM for one of Gusto's most strategic new business lines. You'll be responsible for everything from research, discovery, and pilot design through to positioning, messaging, launch, and adoption. You'll 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. You'll also use AI tools to accelerate research, synthesize insights, and refine positioning and content with speed and precision, while maintaining strict adherence to Gusto's quality standards.

If you're 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, we'd love to hear from you.

Here's what you'll do day-to-day:

• 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. 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 Gusto's 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 Gusto's 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.

Here's what we're 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 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, while strictly adhering to Gusto's AI and data protection policies.

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 offer amounts are determined by multiple factors including candidate experience and expertise and may vary from the amounts listed above.

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