Product Marketing Lead, Business Insurance

The posting, as Gusto wrote it

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
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other than a Gusto office, a secure, reliable, and consistent internet connection is required. This includes non-office days for hybrid employees.

Reliable, consistent presence: We expect regular and predictable attendance, whether you're working in-office, hybrid, or fully remote, so that you stay closely connected to your team, customers, and stakeholders in real time and ensure colleagues and customers receive the timely support and responsiveness they deserve.

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.

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Personal information collected and processed as part of your Gusto application will be subject to Gusto's Applicant Privacy Notice .