Product Marketing Lead, Business Insurance

Gusto, Inc.•Atlanta, GA

8h•$153,000 - $221,000•Hybrid

About The Position

Gusto is seeking an experienced, customer-obsessed, 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, starting with workers’ compensation and expanding into general liability, professional liability, and business owner’s policies. The team is transitioning from a referral model to a Gusto-run agency with a digital buying experience, more carrier options, and a licensed sales team. The role leads go-to-market strategy and execution, turns market research, customer insights, usage data, and cross-functional input into actionable plans, and aligns teams around shared goals and accountability. It also defines program requirements for growth channels, ensures tools such as in-app and AI levers are usable, scalable, and trackable, and establishes success metrics and performance reviews to optimize outcomes. The role uses AI tools to accelerate research, synthesize insights, and refine positioning and content.

Requirements

8+ years of experience in marketing or product management, including 3+ years in product marketing.
Track record of shaping go-to-market strategy in ambiguous, highly ambitious environments, such as 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 building 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 effective.
Align Product, Sales, Marketing, Data Science, and Finance around shared goals and coordinated execution.
Bring structure, momentum, and accountability to complex initiatives, and build new processes and systems where needed.
Define requirements and program parameters for growth channels, collaborate with Growth on implementation and operations, and ensure in-app and AI tools are usable, scalable, and trackable for product marketers.
Define success metrics, track performance, 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.