About Gusto

Gusto is a modern, online people 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 nationwide.

Our mission is to create a world where work empowers a better life, and it starts right here at Gusto. That’s why we’re committed to building a collaborative and inclusive workplace, both physically and virtually. Learn more about our Total Rewards philosophy.

About The Role

We’re looking for a strategic, customer-obsessed Director of Product Marketing – Accountants & Partners to lead the go-to-market strategy for one of Gusto’s most critical growth audiences: Accountants and the partners who advise small businesses.

Accountants are trusted advisors to small businesses—and they often drive or influence the decision to adopt Gusto. In this highly cross-functional leadership role, you’ll shape how Gusto engages, wins, and grows with Accountant partners, helping them adopt Gusto for their own firms and recommend it to their clients.

You’ll own the full go-to-market strategy for this audience, including segment positioning, partner lifecycle strategies, sales enablement, and B2B2C motions that activate downstream client growth. You’ll work closely with Sales, Product, Marketing, and Partner teams to bring strategies to life and drive measurable impact.

We’re seeking someone who can flex between strategic thinking and execution—someone who can see the big picture, build compelling plans grounded in insight and data, and execute with urgency and accountability.

This role reports to the Head of Product, Marketing & Partner Marketing and will lead a small team of talented product marketers.

If this sounds like you, and you’re passionate about helping small businesses succeed, we’d love to meet you.

What You’ll Do

Own Go-to-Market Strategy for Accountants & Partners Define and execute the GTM strategy to attract, convert, and grow Gusto’s network of Accountant and partner firms—ensuring we deliver differentiated value to this audience at every stage.
Drive B2B2B Partner Growth Build strategies and programs that empower Accountant partners to bring their small business clients onto Gusto. Design messaging, tools, and campaigns that drive partner-led acquisition at scale.
Craft Insight-Led Positioning & Messaging Develop clear, compelling messaging for the Accountant audience that communicates Gusto’s value across all touchpoints—from partner onboarding to co-marketing to product surfaces.
Partner Deeply with Sales & Partner Teams Act as a strategic GTM partner to our Sales and Partner teams. Create high-impact enablement content and selling tools, and collaborate on playbooks that drive conversion at each stage of the funnel.
Build & Lead a High-Performing Team Manage and develop a team of product marketers focused on the Accountant & Partner segment. Drive clarity, focus, and cross-functional alignment while growing marketing craft.
Translate Market Insights Into Strategy & Execution Use customer research, market analysis, sales feedback, and performance data to inform GTM strategy. Move from insight to action quickly to keep programs aligned with business goals.
Measure, Learn, and Optimize Establish clear success metrics for partner engagement and B2B2C client growth. Track performance, identify barriers, and iterate quickly to improve outcomes.

Here’s What We're Looking For

10+ years in marketing, product marketing, or product management, with 6+ years focused on product marketing or go-to-market strategy
Experience in B2B2C, channel, or partner-led growth environments
Exposure to the Accountant audience or other advisor/partner ecosystems is highly preferred
Deep experience building sales-aligned marketing strategies and enablement programs
Strong strategic thinking, with the ability to execute and iterate in fast-moving environments
Track record of building and managing high-performing teams
Outstanding communication and influence skills, especially in cross-functional settings
Strong analytical skills; able to interpret data to inform strategy and measure success

Our cash compensation amount for this role is targeted at $211,000 - $246,000/yr in Denver & most remote locations, and $179,000 - $209,000/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.

Our mission is to create a world where work empowers a better life, and it starts right here at Gusto. That’s why we’re committed to building a collaborative and inclusive workplace, both physically and virtually. Learn more about our Total Rewards philosophy.

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.

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.

Qualifications

We’re seeking someone who can flex between strategic thinking and execution—someone who can see the big picture, build compelling plans grounded in insight and data, and execute with urgency and accountability
10+ years in marketing, product marketing, or product management, with 6+ years focused on product marketing or go-to-market strategy
Experience in B2B2C, channel, or partner-led growth environments
Deep experience building sales-aligned marketing strategies and enablement programs
Strong strategic thinking, with the ability to execute and iterate in fast-moving environments
Track record of building and managing high-performing teams
Outstanding communication and influence skills, especially in cross-functional settings
Strong analytical skills; able to interpret data to inform strategy and measure success
When approved to work from a location other than a Gusto office, a secure, reliable, and consistent internet connection is required

Benefits

Our cash compensation amount for this role is targeted at $211,000 - $246,000/yr in Denver & most remote locations, and $179,000 - $209,000/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

Responsibilities

We’re looking for a strategic, customer-obsessed Director of Product Marketing – Accountants & Partners to lead the go-to-market strategy for one of Gusto’s most critical growth audiences: Accountants and the partners who advise small businesses
Accountants are trusted advisors to small businesses—and they often drive or influence the decision to adopt Gusto
In this highly cross-functional leadership role, you’ll shape how Gusto engages, wins, and grows with Accountant partners, helping them adopt Gusto for their own firms and recommend it to their clients
You’ll own the full go-to-market strategy for this audience, including segment positioning, partner lifecycle strategies, sales enablement, and B2B2C motions that activate downstream client growth
You’ll work closely with Sales, Product, Marketing, and Partner teams to bring strategies to life and drive measurable impact
This role reports to the Head of Product, Marketing & Partner Marketing and will lead a small team of talented product marketers
Own Go-to-Market Strategy for Accountants & Partners Define and execute the GTM strategy to attract, convert, and grow Gusto’s network of Accountant and partner firms—ensuring we deliver differentiated value to this audience at every stage
Drive B2B2B Partner Growth Build strategies and programs that empower Accountant partners to bring their small business clients onto Gusto
Design messaging, tools, and campaigns that drive partner-led acquisition at scale
Craft Insight-Led Positioning & Messaging Develop clear, compelling messaging for the Accountant audience that communicates Gusto’s value across all touchpoints—from partner onboarding to co-marketing to product surfaces
Partner Deeply with Sales & Partner Teams Act as a strategic GTM partner to our Sales and Partner teams
Create high-impact enablement content and selling tools, and collaborate on playbooks that drive conversion at each stage of the funnel
Build & Lead a High-Performing Team Manage and develop a team of product marketers focused on the Accountant & Partner segment
Drive clarity, focus, and cross-functional alignment while growing marketing craft
Translate Market Insights Into Strategy & Execution Use customer research, market analysis, sales feedback, and performance data to inform GTM strategy
Move from insight to action quickly to keep programs aligned with business goals
Measure, Learn, and Optimize Establish clear success metrics for partner engagement and B2B2C client growth
Track performance, identify barriers, and iterate quickly to improve outcomes

Director of Product Marketing - Accountants & Partners

Job Type