Growth Marketing Lead, Vertical (Hybrid)

Rippling•San Francisco, CA

6d•$147,000 - $245,000•Hybrid

About The Position

Rippling is hiring a Growth Marketing Lead for Verticals to own top-of-funnel growth and new-logo acquisition in priority industries. The role is accountable for qualified pipeline by vertical and partners with the Director of Audience GTM to turn vertical strategy into pipeline. The lead develops industry-specific acquisition plans, allocates budgets across channels, shapes SDR positioning for vertical buyers, and runs rapid experiments to identify where to invest. The role spans paid media, owned channels, industry channels, SDR enablement, and experimental growth programs. The lead works with the Vertical Marketing team and cross-functional partners across Product Marketing, Content and Creative, Field and Events, Growth, Sales, SDR leadership, Enablement, and RevOps. They coordinate channel plans, targets, execution, reporting, and learnings across verticals, while collaborating with the core New Logo Growth team to align audiences, channels, and budgets. Rippling describes itself as a platform connecting payroll, compliance, IT, spend, and workforce operations. The company values in-office collaboration; office-based employees who live within a defined radius of a Rippling office are currently expected to work in the office at least three days per week. The role offers competitive salary, benefits, and equity. Compensation for US-based employees varies by location and other factors; no specific salary figures are included in the provided posting.

Requirements

6–8+ years of growth marketing experience, including ownership across paid, owned, and outbound/SDR enablement, with meaningful experience acquiring customers in vertical markets.
Experience building and scaling multi-channel acquisition programs from scratch that generated measurable pipeline in specific industries or vertical segments.
Hands-on experience shaping SDR outbound strategy for industry buyers, including messaging, sequencing, ICP and persona definition, and channel selection.
Experience reaching buyers through industry channels such as trade associations, events, publications, and partner ecosystems, and evaluating which channels generate pipeline.
Strong experimentation skills, including running high volumes of tests, applying statistical rigor to smaller vertical audiences, and identifying high-leverage opportunities.
Analytical and technical skills, including comfort with SQL, BI tools, and marketing automation; ability to build dashboards independently.
Track record managing meaningful paid budgets with accountability for pipeline and revenue outcomes, not just lead volume.
Excellent writing skills, including the ability to create effective ads, emails, and outbound copy that sounds credible to operators in specific industries.
Self-starter with a bias toward action who thrives in fast-paced, ambiguous environments and works independently.
Strong ownership mentality, accountability for performance, and ability to clearly communicate performance drivers to cross-functional teams and executives.

Responsibilities

Own ambitious qualified-pipeline targets for new-logo acquisition in each priority vertical, including channel strategy, industry budgets, and performance.
Run paid acquisition across search, social, display, and account-based marketing, targeting industry-specific audiences, keywords, and firmographic segments; optimize pipeline quality and customer acquisition cost efficiency.
Shape SDR outbound strategy for each vertical by defining industry ICPs, buying personas and titles, messaging frameworks, and sequencing.
Build and scale owned and industry channels, including vertical landing pages and SEO, email and lifecycle marketing, content, webinars, customer stories, referral programs, trade associations, industry events, publications, communities, and vertical software partners.
Run a high-velocity experimentation program across verticals, test industries, channels, and partnerships, evaluate results, communicate evidence to leadership, stop underperforming initiatives, and scale successful ones.
Deploy a multi-million-dollar budget across online and offline channels and shift spending toward industries and channels with the strongest pipeline return on investment.
Develop channel plans, pipeline targets, and budgets for each vertical with the Vertical Marketing team, and report on vertical performance and market traction.
Brief and coordinate execution partners across Product Marketing, Content and Creative, Field and Events, and Growth; set timelines and hold partners accountable to shared pipeline goals.
Review lead quality and conversion by vertical weekly with SDR leadership and Enablement.
Work with RevOps on industry tagging, routing, and attribution so pipeline, win rate, and message resonance can be reported by vertical.
Coordinate with the core New Logo Growth team on audience splits, shared channels, and budgets to prevent duplicate bidding or outreach, and share learnings between teams.
Explore innovative uses of AI and other tools to personalize industry acquisition and increase scale.