Audience Marketing Manager Lead, Verticals (Hybrid)

About the role

Rippling connects payroll, HR, IT, Finance, and Workforce operations in one system. In some industries, those problems are tightly linked, and that is where Rippling has the strongest right to win. Our Audience GTM team builds the go-to-market motion for those industries, starting from the buyer.

As the Audience Marketing Manager for Verticals, you’ll own the strategy and growth of Rippling’s priority industries, operating each vertical like a business. You’ll set the agenda, align teams across Demand Gen, Growth, SDRs, and Sales, and drive the sales-qualified opportunity (SQO) targets for each industry.
You’ll start with the buyer and their buying group, understanding how owners, operators, HR, Finance, and IT leaders evaluate and purchase solutions. You’ll translate those insights into differentiated audience messaging, integrated vertical campaigns, a coordinated campaign calendar, and the sales plays and talk tracks that help reps win. While Product Marketing owns positioning for individual products, you’ll own the industry-level narrative and go-to-market strategy across Rippling’s portfolio, connecting our products to the needs of each vertical and driving measurable pipeline growth.

This is a high-ownership, 0 → 1 builder role. You’ll build the vertical audience motion from the ground up and own its number: SQOs, sourced pipeline, and ARR by vertical, plus win rate in each vertical. It’s ideal for someone who thrives in ambiguity, acts with urgency, and learns a new industry fast.

What you will do
Own the number for each vertical. Set SQO, pipeline, and ARR targets with each vertical sales team, own the vertical scorecard, and move spend and effort to the plays that produce SQOs.
Quarterback execution across the pod. Call the plays across Demand Gen, Growth, SDRs, and Sales, set priorities for each partner, and review performance weekly against the SQO target. Join pipeline reviews and run the quarterly business review with each vertical sales leader.
Become the expert on each vertical’s buyer. Map the buying group in each priority industry and document their pains, buying triggers, objections, and how they evaluate and buy.
Build the audience messaging for each vertical. Translate Rippling’s products into an industry message house: pain points by persona and segment, proof points, and a clear right-to-win story that holds across SKUs.
Plan vertical plays and the campaign calendar. Define the plays for each industry and write the briefs that Demand Gen and the Growth Marketing Lead for Verticals execute across paid, owned, events, and industry channels.
Partner with Growth on testing and optimization. Work with the Growth Marketing Lead for Verticals to test messaging in market, read the performance data and qualitative feedback, and update the story based on what converts.
Equip Sales to sell into each industry. Build sales plays, talk tracks, discovery guides, industry one-pagers, customer stories, and channel guidance that make it easy for Sales and SDRs to open, differentiate, and close in each vertical.
Size and rank the opportunity. Work with RevOps and BizOps on audience sizing and segment and account ranking, so Sales, SDRs, and Growth focus on the accounts with the best fit.
Feed buyer insight back to Product Marketing and Product. Bring win/loss themes, objections, and industry requirements from customer conversations to the product PMMs and Product team, so positioning and roadmap reflect what each vertical needs.
What you will need
6-8 years of experience in product marketing, audience or segment marketing, industry marketing, or a related role, ideally in B2B SaaS or a similarly dynamic environment.
Experience marketing to specific industries. You’ve built buyer personas, messaging, and plays for an industry audience and can show the pipeline they produced.
You’ve owned a pipeline or SQO number and quarterbacked Demand Gen, Growth, and Sales partners to hit it.
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