Product Marketing Lead, Business Insurance

About this role

About Gusto

At Gusto, we're on a mission to grow the small business economy. We handle the hard stuff — payroll, health insurance, 401(k)s, and HR — so owners can focus on their craft and their customers. With teams in Denver, San Francisco, and New York, we support more than 500,000 small businesses nationwide and are building a workplace that reflects the people we serve.

All full-time employees receive competitive base pay, benefits, and equity (RSUs) — because everyone who helps build Gusto should share in its success. Offer amounts are determined by role, level, and location. Learn more about our Total Rewards philosophy.

AI is a fundamental part of how work gets done at Gusto. We expect all team members to actively engage with AI tools relevant to their role and grow their fluency as the technology evolves. AI experience requirements vary by role and will be assessed during the interview process.

About the role

We're looking for an experienced, customer-obsessed, AI-fluent product marketer to help bring new products, offers, and motions to market, and to find product-market fit through a growth-oriented test-and-learn approach.

You'll own go-to-market for Gusto Business Insurance, which helps small businesses get workers' comp and general business insurance alongside payroll. You’ll drive research, segmentation, messaging and positioning, GTM launches, 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 discover and access new lines of insurance.

About the Team:

Business Insurance helps small businesses find and buy the coverage they need, starting with workers’ comp and expanding into general liability, professional liability, and business owner’s policies. We’re moving from a referral model to a Gusto-run agency with a digital buying experience, more carrier options, and a licensed sales team. It is one of Gusto’s clearest opportunities to deepen the relationship with customers we already serve.

What You’ll Do

• Architect & Execute GTM Strategy
Lead go-to-market strategy and execution for business insurance, partnering with Growth, Product and Marketing to shape customer segmentation, pricing, and GTM motions that drive adoption and growth.

• Turn Insights Into Action
Synthesize market research, customer insights, usage data, and cross-functional input to identify opportunities and inform strategy. Translate strategy into actionable plans and ensure GTM execution lands with excellence.

• Drive Cross-Functional Alignment & Accountability
Work across Product, Sales, Marketing, Data Science, and Finance to agree on shared goals and coordinate execution. Bring structure, momentum, and accountability to complex initiatives. Build new ways of working by building net-new processes/systems that didn’t exist prior.

• Make Growth Channels Self-Serve
Define requirements and program parameters, work with the Growth team on what they build and how it runs, and make sure tools like in-app and AI levers are usable, scalable, and trackable for product marketers.

• Own Performance & Optimization
Define success metrics and track performance across initiatives. Drive regular reviews of GTM performance and lead iteration to improve outcomes over time.

• Work AI-First
Use AI tools to accelerate research, synthesize insights, and refine positioning and content with speed and precision.

Here’s what we're looking for:

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

• Track record of shaping GTM strategy in ambiguous yet highly ambitious environments: 0-to-1 products, new markets, or building new motions within an existing company

• Ability to move between strategic planning and hands-on execution, comfortable with ambiguity and bias toward action

• Excellent cross-functional collaboration and communication skills; adept at influencing across Sales, Product, and Marketing

• Deep experience with customer segmentation, positioning, pricing, and GTM planning

• Experience in insurtech, SMB, fintech, HR/benefits/payroll tech, or a complex multi-audience business is a plus

• AI fluent: has built AI workflows for research, content, or reporting and uses them to change how a team works

Compensation

Our cash compensation amount for this role is targeted at $153,000 - $187,000/yr in Denver and Atlanta, and $180,000 - $221,000/yr for San Francisco and New York. Final offer amounts are determined by multiple factors including candidate experience and expertise and may vary from the amounts listed above.

At Gusto, we don't use titles the traditional way, as a signal of rank or hierarchy. Instead, our titles describe two things at once — your craft (what you do, e.g. Engineering, Design) and your scope of ownership (what you're accountable for) — which is why you'll see something like "Head of X" instead of a rank word like "Director" that tells you neither. Because of this, the title on this posting may look different from what you'd expect based on the scope and seniority of the role, and from how similar roles are typically titled elsewhere. If you have questions about how this role compares to your current title or level, your recruiter can help translate.

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. This includes non-office days for hybrid employees.

Reliable, consistent…