About Gusto
At Gusto, we're on a mission to grow the small business economy. We handle the hard stuff—like payroll, health insurance, 401(k)s, and HR—so owners can focus on their craft and customers. With teams in Denver, San Francisco, and New York, we’re proud to support more than 400,000 small businesses across the country, and we’re building a workplace that represents and celebrates the customers we serve. Learn more about our Total Rewards philosophy.
About the role
As the Product Marketing Manager for Gusto’s HR Experiences, you will shape the narrative, positioning, and go-to-market strategy for Gusto’s HR apps and services (including hiring, performance management, compliance and our fractional HR expert service). This is a highly strategic role for a PMM who thrives at the intersection of customer insight → product strategy → PLG growth execution, and who is energized by experimenting, iterating, and helping accelerate one of Gusto’s earlier but most promising strategic bets.
You will partner closely with Product to define category narratives, validate early customer needs, and influence the roadmap with data and insight. You will also lead the GTM strategy across self-serve, in-product, and sales-assisted channels, ensuring Gusto’s HR suite drives meaningful customer engagement, adoption, and long-term retention on the platform. We’re looking for a full-stack PMM who is fluent in product-led growth, strong in GTM experimentation, and excited to architect both the strategy and the execution required to grow a multi-product suite.
What you will own
- End-to-end narrative and positioning development for Gusto’s HR suite: product story, value prop hierarchy, competitive differentiation, and ecosystem messaging connected to Gusto’s broader payroll platform
- Product growth, partnering with PM to deepen customer understanding, synthesize insights, refine product direction, and validate opportunities that accelerate adoption, revenue, and long-term retention
- Translation of customer jobs-to-be-done, market dynamics, and product vision into compelling, data-backed recommendations for Product and company leadership
- Experimentation- and usage-led GTM strategy across the HR suite: onboarding flows, activation levers, in-product messaging, lifecycle nudges, and self-serve motions that improve engagement and retention
- Launch strategy, planning, and measurement for HR features and improvements across self-serve and partner channels, creating clear feedback loops and KPIs that help the team understand what’s working and where to iterate
- Partnership with Sales and Enablement teams to build high-quality, segment-specific pitch decks, ROI models, value prop guides, and product materials that articulate Gusto’s differentiated HR suite and platform value
What we’re looking for
- 8–10+ years in Product Marketing or related roles with deep experience in positioning, messaging, customer insight, and GTM execution
- Strong storytelling and narrative development skills, with the ability to communicate across multiple modalities and tailor messages to diverse audiences, from small business owners to internal executives
- A track record of creative, scrappy experimentation; someone who can test, learn, and iterate quickly to find what resonates with users and accelerates adoption and engagement
- Comfort operating in ambiguity, bringing structure and clarity to a broad, evolving product surface area and helping teams align on focus, ICPs, and strategic priorities
- Analytical rigor, with comfort defining KPIs, analyzing adoption/activation/usage, and structuring feedback loops that guide prioritization and iteration.
- Bias toward action, creativity, and cross-functional collaboration, thriving within highly interdependent teams (Product, Data, Growth, CX, Sales, and others)
- Fluency with AI-powered marketing and analytics tools and processes
Our cash compensation amount for this role is targeted at $153,000 - $180,000/yr in Denver, Phoenix, Atlanta, and Las Vegas, and $180,000 - $210,000/yr for San Francisco & New York. Final offer amounts are determined by multiple factors including candidate experience and expertise and may vary from the amounts listed above.
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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.
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.
Gusto takes security and protection of your personal information very seriously. Please review our Fraudulent Activity Disclaimer.
Personal information collected and processed as part of your Gusto application will be subject to Gusto's Applicant Privacy Notice.
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What We Do
Gusto is a modern, online small business platform that helps small businesses take care of their teams. On top of full-service payroll, Gusto offers health insurance, 401(k)s, expert HR, and team management tools. Today, Gusto offices in Denver, San Francisco, and New York serve more than 400,000 businesses.
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.
Why Work With Us
We help small businesses—the backbone of the economy—thrive. Everything we do ladders up to empowering entrepreneurs and supporting their teams. Gusto empowers builders at every level to take initiative and make things better. You'll be solving meaningful challenges that shape the future of work.
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