Product Marketing Lead, Business Insurance

Gusto•San Francisco, NY

3d•Hybrid

About The Position

Gusto is seeking an experienced, customer-focused, AI-fluent product marketer to bring new products, offers, and go-to-market motions to market and find product-market fit through growth-oriented testing and learning. The role owns go-to-market for Gusto Business Insurance, which helps small businesses obtain workers’ compensation and general business insurance alongside payroll. The Product Marketing Lead will drive research, segmentation, messaging and positioning, launches, and adoption, partnering closely with Product, Sales, Marketing, Finance, and Data Science to build a scalable go-to-market engine. Business Insurance helps small businesses find and buy coverage, beginning with workers’ compensation and expanding into general liability, professional liability, and business owner’s policies. The team is moving from a referral model to a Gusto-run agency with a digital buying experience, more carrier options, and a licensed sales team. The role supports this opportunity to deepen Gusto’s relationship with its existing customers. The role leads go-to-market strategy and execution, turns market research, customer insights, usage data, and cross-functional input into actionable plans, and builds alignment and accountability across teams. It also helps establish new processes and systems, makes growth channels and tools such as in-app and AI levers usable and measurable for product marketers, and owns performance measurement and ongoing optimization. The role uses AI tools to accelerate research, synthesize insights, and refine positioning and content. Gusto has physical offices in Denver, San Francisco, and New York City. Employees based in those locations are expected to work from the office on designated days approximately two to three days per week, or more depending on the role. When approved to work elsewhere, employees need a secure, reliable, and consistent internet connection and are expected to maintain regular, predictable attendance. Compensation is targeted at $153,000–$187,000 annually in Denver and Atlanta, and $180,000–$221,000 annually in San Francisco and New York.

Requirements

At least 8 years of experience in marketing or product management.
At least 3 years of experience in product marketing.
Track record of shaping go-to-market strategy in ambiguous, ambitious environments, such as for 0-to-1 products, new markets, or new motions within an existing company.
Ability to move between strategic planning and hands-on execution, with comfort in ambiguity and a bias toward action.
Excellent cross-functional collaboration and communication skills, including the ability to influence Sales, Product, and Marketing.
Deep experience with customer segmentation, positioning, pricing, and go-to-market planning.
AI fluency, including having built AI workflows for research, content, or reporting and using them to change how a team works.

Nice To Haves

Experience in insurtech, SMB, fintech, HR/benefits/payroll technology, or a complex multi-audience business.

Responsibilities

Lead go-to-market strategy and execution for business insurance, partnering with Growth, Product, and Marketing on customer segmentation, pricing, and go-to-market motions that drive adoption and growth.
Synthesize market research, customer insights, usage data, and cross-functional input to identify opportunities and inform strategy.
Translate strategy into actionable plans and ensure go-to-market execution is delivered effectively.
Align Product, Sales, Marketing, Data Science, and Finance on shared goals and coordinate execution across complex initiatives.
Build new processes and systems to support new ways of working.
Define requirements and program parameters for self-serve growth channels, collaborate with Growth on their development and operation, and ensure tools such as in-app and AI levers are usable, scalable, and trackable for product marketers.
Define success metrics, track performance across initiatives, conduct regular go-to-market performance reviews, and lead iteration to improve outcomes.
Use AI tools to accelerate research, synthesize insights, and refine positioning and content.