Product Marketing Lead, Business Insurance

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 strat