Product Marketing Manager, Tax Credits

📌 Core Information

🔹 Job Title: Product Marketing Manager, Tax Credits

🔹 Company: Gusto, Inc.

🔹 Location: Denver, CO, San Francisco, CA, New York, NY

🔹 Job Type: Full-Time, Hybrid (2-3 days per week in office)

🔹 Category: Marketing

🔹 Date Posted: May 1, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site/Hybrid

🚀 Job Overview

Key aspects of this role include:

• Developing customer-driven strategies and campaigns to accelerate growth in Gusto's Tax Credits business.
• Analyzing customer needs through market analysis, surveys, and product usage data to influence product roadmaps.
• Designing and implementing strategic end-to-end growth campaigns that engage, convert, and retain prospective buyers.
• Collaborating with cross-functional teams, including marketing, product, customer success, and operations, to ensure campaign enablement and engagement.
• Building scalable, repeatable campaign playbooks that can be applied to different customer segments.

ASSUMPTION: This role requires a strategic mindset with a strong focus on customer needs and data-driven decision making. The ideal candidate will have experience in product marketing, growth strategies, and cross-functional collaboration.

📋 Key Responsibilities

✅ Understand customer needs through synthesis of qualitative and quantitative sources and leverage insights to impact strategy.

✅ Influence the product roadmap by delivering actionable insights and recommendations necessary to drive the business.

✅ Develop positioning and messaging for target audiences that drives action, translating them into compelling value propositions and materials for go-to-market teams.

✅ Design and implement strategic end-to-end growth campaigns that engage, convert, and retain prospective buyers with a focus on specific buyer and vertical segments.

✅ Analyze campaign performance, assess campaign effectiveness, and adapt campaigns to achieve goals.

✅ Build strong relationships with key cross-functional stakeholders across marketing, product, customer success, and operations to ensure campaign enablement and engagement.

✅ Develop scalable, repeatable campaign playbooks that can be applied to different customer segments.

✅ Collaborate with sales and customer success teams to develop field enablement materials that drive pipeline conversion.

ASSUMPTION: This role requires a strong understanding of marketing funnel tactics and metrics by stage, as well as exceptional communication skills to communicate sophisticated ideas in simple terms with brand voice and conversion in mind.

🎯 Required Qualifications

Education: Bachelor's degree required

Experience: 6+ years of experience developing and executing strategic growth programs that drive business impact through integrated marketing, growth, lifecycle, or a related position

Required Skills:

• Deep understanding of marketing funnel tactics and metrics by stage
• Outstanding communication skills, with the ability to communicate sophisticated ideas in simple terms with brand voice and conversion in mind
• Strong project management skills and ability to use data to guide decision-making and prioritization
• An influencer that establishes credibility upwards and cross-functionally to drive collaboration and decision making
• Strong collaborator who thrives in a fast-paced environment with multiple cross-functional partners
• Self-starter motivated by taking ownership of work and crafting new opportunities for experience

Preferred Skills:

• Experience in the HR tech or small business software industry
• Fluency in Spanish

ASSUMPTION: While not explicitly stated, experience in the HR tech or small business software industry may be beneficial for understanding Gusto's customer base and product offerings. Fluency in Spanish may also be an advantage for reaching a broader customer base.

💰 Compensation & Benefits

Salary Range: $123,000 to $170,000 per year, depending on location and experience. The annual cash compensation range for this role is $123,000 to $142,000 in Denver and most remote locations, $133,000 to $153,000 in Los Angeles, and $148,000 to $170,000 in San Francisco and New York.

Benefits:

• Health Insurance
• 401(k)
• Expert HR
• Team Management Tools

Working Hours: Full-time, with a hybrid work arrangement requiring 2-3 days per week in the office (Denver, San Francisco, or New York).

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Product Marketing Manager with 6+ years of experience in the HR tech or small business software industry. Benefits are consistent with Gusto's Total Rewards philosophy, focusing on employee well-being and professional growth.

📌 Applicant Insights

🔍 Company Context

Industry: Gusto operates in the HR tech and small business software industry, serving over 400,000 businesses nationwide. The company offers payroll, benefits, and HR management tools to help small businesses take care of their teams.

Company Size: Gusto is a mid-sized company with 1,001-5,000 employees, providing a collaborative and inclusive workplace both physically and virtually.

Founded: Gusto was founded in 2011 as ZenPayroll and rebranded as Gusto in 2015. The company has since grown to serve businesses in all 50 states and has raised over $1 billion in funding.

Company Description:

• Gusto serves more than 400,000 businesses nationwide, processing tens of billions of dollars of payroll and providing employee benefits each year.
• The company offers a refreshingly easy, integrated platform that automates and simplifies payroll, benefits, and HR, while providing expert support.
• Gusto's mission is to create a world where work empowers a better life, starting with its own employees.

Company Specialties:

• Payroll
• Benefits
• HR management
• Employee engagement

Company Website: https://gusto.com

ASSUMPTION: Gusto's focus on small businesses and employee well-being makes it an attractive employer for candidates interested in making a positive impact on the lives of workers. The company's commitment to diversity, equity, and inclusion is evident in its hiring practices and employee benefits.

📊 Role Analysis

Career Level: This role is at the mid-level management or senior individual contributor level, depending on the candidate's experience and skills.

Reporting Structure: The Product Marketing Manager, Tax Credits, will report directly to the Head of Product Marketing, Tax Credits.

Work Arrangement: This role follows a hybrid work arrangement, requiring employees to work from the office 2-3 days per week, depending on their location.

Growth Opportunities:

• As Gusto continues to grow, there may be opportunities for the Product Marketing Manager, Tax Credits, to take on additional responsibilities or move into a leadership role.
• The company's focus on employee development and internal mobility may provide opportunities for career growth within Gusto.

ASSUMPTION: The Product Marketing Manager, Tax Credits, will have the opportunity to make a significant impact on Gusto's Tax Credits business and contribute to the company's overall growth and success.

🌍 Location & Work Environment

Office Type: Gusto has physical office spaces in Denver, San Francisco, and New York City, with employees expected to work from the office 2-3 days per week.

Office Location(s): 525 20th St, San Francisco, CA 94107; 1201 16th St, Denver, CO 80202; 450 Park Avenue S, New York, NY 10016

Geographic Context:

• Denver, CO: Known for its outdoor recreation, cultural attractions, and tech industry growth.
• San Francisco, CA: A major tech hub with a diverse economy and a high cost of living.
• New York, NY: A global financial and cultural center with a fast-paced work environment.

Work Schedule: Full-time, with a hybrid work arrangement requiring 2-3 days per week in the office.

ASSUMPTION: The hybrid work arrangement provides flexibility for employees while allowing for in-person collaboration and team building. The location of the office and geographic context may impact the cost of living and work-life balance for employees.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the Talent Acquisition team
• Behavioral and skills-based interviews with cross-functional stakeholders
• Final interview with the hiring manager
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Communication and collaboration skills
• Customer-centric mindset and data-driven decision making
• Ability to work in a fast-paced, dynamic environment

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Be prepared to discuss your experience with marketing funnel tactics, customer segmentation, and campaign management.
• Demonstrate your ability to think both strategically and execute at an operational level.
• Showcase your understanding of Gusto's products and the HR tech industry.

ATS Keywords: Product Marketing, Growth Strategies, Customer Insights, Campaign Management, Cross-Functional Collaboration, Data Analysis, Project Management, Communication Skills, Buyer Journey Understanding, Market Analysis, Segmentation Strategies, Field Enablement, Value Proposition Development, Strategic Thinking, Operational Execution, Customer Retention

ASSUMPTION: Gusto's application process is designed to assess candidates' skills and cultural fit for the role and the company. Applicants should be prepared to discuss their experience with the required qualifications and demonstrate their ability to contribute to Gusto's mission and values.

🛠️ Tools & Technologies

• Marketo
• Salesforce
• Google Analytics
• Asana
• Slack

ASSUMPTION: The Product Marketing Manager, Tax Credits, will be expected to have experience with marketing automation tools, CRM platforms, and project management software. Familiarity with Gusto's proprietary tools and technologies may also be beneficial.

👔 Cultural Fit Considerations

Company Values:

• Customer Obsessed
• Data Driven
• Inclusive
• Collaborative
• Impact Focused

Work Style:

• Fast-paced and dynamic
• Cross-functional and collaborative
• Data-driven and strategic
• Customer-centric and empathetic

Self-Assessment Questions:

• Do you thrive in a fast-paced, dynamic environment with multiple cross-functional partners?
• Are you comfortable working with data to guide decision-making and prioritization?
• Do you have strong communication skills and the ability to communicate sophisticated ideas in simple terms with brand voice and conversion in mind?
• Are you passionate about understanding the buyer journey at each stage of the funnel for upsell and cross-sell initiatives?

ASSUMPTION: Gusto's company values and work style emphasize the importance of collaboration, customer-centricity, and data-driven decision making. Candidates should assess their fit with these values and work style before applying.

⚠️ Potential Challenges

• Gusto's fast-paced environment may require employees to adapt quickly to changes and prioritize their workload effectively.
• The hybrid work arrangement may present challenges for employees who prefer a fully remote or fully on-site work environment.
• The competitive HR tech industry may require employees to stay up-to-date with the latest trends and technologies.
• The cost of living in San Francisco and New York may be higher than in other locations, impacting employees' overall compensation and benefits.

ASSUMPTION: The Product Marketing Manager, Tax Credits, should be prepared to navigate these potential challenges and contribute to Gusto's ongoing success.

📈 Similar Roles Comparison

• Product Marketing Manager, Tax Credits at Gusto vs. Product Marketing Manager, Tax Software at Intuit: Both roles focus on driving growth and customer engagement in the tax software industry, but Gusto's role is more focused on small businesses and employee well-being.
• Product Marketing Manager, Tax Credits at Gusto vs. Senior Product Marketing Manager, HR Software at Workday: Both roles require strong communication and collaboration skills, but Workday's role is more focused on enterprise-level HR software and may have a broader scope of responsibilities.
• Product Marketing Manager, Tax Credits at Gusto vs. Marketing Manager, Tax Services at H&R Block: Both roles involve driving customer engagement and retention in the tax services industry, but Gusto's role is more focused on small businesses and may have a more strategic focus.

ASSUMPTION: The Product Marketing Manager, Tax Credits, should be prepared to differentiate Gusto's offerings from competitors and highlight the unique value proposition of Gusto's Tax Credits business.

📝 Sample Projects

• Developing a targeted marketing campaign to promote Gusto's Tax Credits services to small businesses in specific verticals, such as retail or hospitality.
• Conducting market research to identify trends and opportunities in the tax credits landscape and incorporating findings into product roadmaps and marketing strategies.
• Collaborating with cross-functional teams to create compelling value propositions and marketing materials for Gusto's Tax Credits services, highlighting the benefits for small businesses and their employees.

ASSUMPTION: The Product Marketing Manager, Tax Credits, should be prepared to take on a variety of projects that drive customer engagement, retention, and growth for Gusto's Tax Credits business.

❓ Key Questions to Ask During Interview

• Can you describe the typical buyer journey for Gusto's Tax Credits services, and how this role will contribute to optimizing that journey?
• How does Gusto's Tax Credits business fit into the company's overall product portfolio, and what are the key priorities for this role in the first 90 days?
• What are the most significant challenges facing the Tax Credits business, and how can this role help address them?
• How does Gusto support the professional development and career growth of its employees, particularly in the marketing and product management functions?
• What is the company's approach to diversity, equity, and inclusion, and how does this role contribute to those efforts?

ASSUMPTION: The Product Marketing Manager, Tax Credits, should be prepared to ask insightful questions that demonstrate their understanding of the role, the business, and the company's values and culture.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on marketing funnel tactics, customer segmentation, and campaign management.
• Prepare for behavioral and skills-based interviews by practicing your responses to common interview questions and researching Gusto's products and company culture.
• Follow up with the hiring manager one week after your final interview to express your continued interest in the role and reiterate your qualifications.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.