Responsibilities

• 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

Requirements

• 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