Product Marketing Leader - Innovation & Experimentation

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. This role sits on a newly formed Experimentation team, built specifically for the work that doesn't yet have a settled audience or a clear owner as Gusto quickly evolves our product offerings and the complexity of work we can manage on behalf of small businesses. You'll shape positioning before it's proven, test demand, learn fast, and iterate on what works. You're comfortable building into a system rather than relying on one that already exists — this is earlier-stage but highly strategic work, where the path isn't repeatable yet. Once an audience, product, and GTM motion are proven, the work hands off to the existing product marketing pods — this team's job is to prove it first. We’re looking for someone who thrives in both strategy and execution: equally comfortable identifying market opportunities, shaping cross-product narratives, and rolling up their sleeves to turn strategy into action. This role will work deeply with leaders across Product, Sales, Growth, and Marketing to align strategies and drive measurable results. If this sounds like you, and you’re passionate about helping small businesses succeed, we’d love to meet you. What You’ll Do Architect & Execute GTM Strategy Lead go-to-market strategy and execution across product areas—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. Contribute to a culture of excellence Create clarity and focus in every project you take on, raise the bar on craft, and foster a culture of insight-driven thinking, collaboration, and results. Drive Cross-Functional Alignment & Accountability Act as the strategic tissue across Product, Sales, Marketing, and Customer Experience to drive shared goals and orchestrate execution across teams, leveraging technology. Bring structure, momentum, and accountability to complex initiatives. Build new ways of working by building net-new processes/systems that didn’t exist prior. 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. Here’s what we're looking for: • 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 strategic planning and hands-on execution—comfortable with ambiguity and bias toward action • Excellent cross-functional collaboration and communication skills; adept at influencing across Sales, Product, and Marketing • Deep experience with customer segmentation, positioning, pricing, and GTM planning • Experience in SMB, fintech, HR/benefits/payroll tech, or a complex multi-audience business is a plus • Highly AI fluent; able to build AI systems and unlock new ways of working through AI Compensation Our cash compensation amount for this role is targeted at $190,000 - $235,000/yr in Denver & Phoenix/Scottsdale, and $220,000 - $275,000/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. At Gusto, we don't use titles the traditional way, as a signal of rank or hierarchy. Instead, our titles describe two things at once — your craft (what you do, e.g. Engineering, Design) and your scope of ownership (what you're accountable for) — which is why you'll see something like "Head of X" instead of a rank word like "Director" that tells you neither. Because of this, the title on this posting may look different from what you'd expect based on the scope and seniority of the role, and from how similar roles are typically titled elsewhere. If you have questions about how this role compares to your current title or level, your recruiter can help translate. 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. Reliable, consistent presence: We expect regu