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About the Role
Rippling connects payroll, HR, IT, Finance, and Workforce operations in one system. The Audience GTM team builds the go-to-market motion for industries where these problems are tightly linked. As the Audience Marketing Manager for Verticals, you will own the strategy and growth of Rippling’s priority industries, operating each vertical like a business. You will set the agenda, align teams, and drive sales-qualified opportunity targets for each industry, starting with the buyer and translating insights into differentiated messaging, integrated campaigns, and sales enablement materials. This is a 0 → 1 builder role focused on establishing the vertical audience motion from the ground up and owning its success metrics.
Responsibilities
- Own the number for each vertical, setting SQO, pipeline, and ARR targets and managing the vertical scorecard.
- Quarterback execution across Demand Gen, Growth, SDRs, and Sales, setting priorities and reviewing performance weekly.
- Become the expert on each vertical’s buyer, mapping the buying group and documenting their pains, triggers, and evaluation process.
- Build the audience messaging for each vertical, translating Rippling’s products into an industry message house.
- Plan vertical plays and the campaign calendar, defining plays and writing briefs for Demand Gen and Growth Marketing.
- Partner with Growth on testing and optimization of messaging and campaign performance.
- Equip Sales to sell into each industry by building sales plays, talk tracks, and enablement materials.
- Size and rank the opportunity in collaboration with RevOps and BizOps.
- Feed buyer insight back to Product Marketing and Product teams.
Requirements
- 6-8 years of experience in product marketing, audience or segment marketing, industry marketing, or a related role, ideally in B2B SaaS.
- Experience marketing to specific industries, including building buyer personas, messaging, and plays.
- Proven experience owning a pipeline or SQO number and quarterbacking cross-functional teams to achieve targets.
- Demonstrated success in 0 → 1 environments, launching and scaling new GTM motions or programs from scratch.
- Strong messaging, copywriting, and storytelling skills across various sales and marketing materials.
- Comfort with data for audience sizing, segment ranking, and performance analysis.
- Proven ability to partner cross-functionally with multiple teams.
- Comfort working in ambiguous and fast-changing environments with competing priorities.
- Bonus: experience in multi-product cross-sell motions, marketing to SMB or mid-market industries, or partnership-driven GTM.
Skills
- Messaging
- Copywriting
- Storytelling
- Data analysis
- Cross-functional collaboration
- Organizational skills
Location
- US-based
Work Type
- Office-based (at least three days a week)
Experience Level
- 6-8 years
Salary/Compensations
- Competitive salary + benefits + equity
Benefits
- Benefits
- Equity
About the Company
- Rippling connects payroll, HR, IT, Finance, and Workforce operations in one system.
- Rippling highly values having employees working in-office to foster a collaborative work environment and company culture.
Equal Opportunity
- Rippling is an equal opportunity employer.
- We are committed to building a diverse and inclusive workforce and do not discriminate based on race, religion, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, age, sexual orientation, veteran or military status, or any other legally protected characteristics.
- Rippling is committed to providing reasonable accommodations for candidates with disabilities who need assistance during the hiring process.