Audience Marketing Manager, Verticals (Hybrid)

Rippling•San Francisco, CA

2d•$147,000 - $245,000•Hybrid

About The Position

Rippling connects payroll, HR, IT, Finance, and Workforce operations in one system. The Audience GTM team develops go-to-market strategies for industries where these needs are closely connected. The Audience Marketing Manager for Verticals owns the strategy and growth of Rippling’s priority industries, operating each vertical like a business and aligning Demand Gen, Growth, SDRs, and Sales to drive sales-qualified opportunities (SQOs). The role starts with understanding each industry’s buyers and buying groups, including owners, operators, HR, Finance, and IT leaders. It translates buyer insights into industry messaging, integrated vertical campaigns, a coordinated campaign calendar, and sales plays and talk tracks. Product Marketing owns positioning for individual products; this role owns the industry-level narrative and go-to-market strategy across Rippling’s portfolio, with accountability for SQOs, sourced pipeline, ARR, and win rate by vertical. This is a high-ownership, 0-to-1 builder role focused on establishing the vertical audience motion from the ground up. Rippling values employees working in-office to foster collaboration and company culture. For office-based employees who live within a defined radius of a Rippling office, the current policy requires working in the office at least three days a week as an essential function of the role. The role offers competitive salary, benefits, and equity. US salary ranges vary by location, and final compensation may vary based on factors including background, experience, and location.

Requirements

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, including building buyer personas, messaging, and plays and demonstrating the pipeline they produced.
Experience owning a pipeline or SQO target and coordinating Demand Gen, Growth, and Sales partners to achieve it.
Proven experience launching and scaling new go-to-market motions, segments, or marketing programs from scratch.
Strong messaging, copywriting, and storytelling skills across sales decks, ads, emails, and talk tracks, using language appropriate to the target industry.
Comfort sizing audiences, ranking segments and accounts, and analyzing campaign and pipeline performance to determine what to change.
Ability to partner cross-functionally with Product Marketing, Growth, Demand Gen, Sales, and RevOps, and organizational skills to manage multiple verticals and deliverables.
Comfort working in ambiguous, fast-changing environments with competing priorities and evolving requirements.

Nice To Haves

Experience in multi-product cross-sell motions.
Experience marketing to SMB or mid-market industries.
Experience with partnership-driven go-to-market strategies involving industry associations or vertical software providers.

Responsibilities

Set SQO, pipeline, and ARR targets with each vertical sales team; own the vertical scorecard and shift spend and effort toward plays that produce SQOs.
Coordinate execution across Demand Gen, Growth, SDRs, and Sales; set partner priorities, review performance weekly against SQO targets, join pipeline reviews, and lead quarterly business reviews with vertical sales leaders.
Map the buying groups in priority industries and document buyer pain points, buying triggers, objections, and evaluation and purchasing behavior.
Develop industry messaging for each vertical, including persona- and segment-specific pain points, proof points, and a right-to-win narrative across products.
Define vertical plays and create briefs for Demand Gen and the Growth Marketing Lead for Verticals to execute across paid, owned, event, and industry channels.
Partner with Growth to test messaging, analyze performance data and qualitative feedback, and refine messaging based on what converts.
Build sales plays, talk tracks, discovery guides, industry one-pagers, customer stories, and channel guidance for Sales and SDRs.
Work with RevOps and BizOps on audience sizing and segment and account ranking to focus Sales, SDRs, and Growth on high-fit accounts.
Share win/loss themes, objections, and industry requirements from customer conversations with Product Marketing and Product teams.