Growth Marketing Lead, Vertical (Hybrid)

Rippling; San Francisco (CA); On-site; USD 150,000 - 230,000; Full time

Job summary

Rippling is seeking a Growth Marketing Lead for Verticals to own top-of-funnel pipeline across priority industries. You will manage paid, owned, and outbound channels, shape SDR strategies, and drive scalable acquisition programs that deliver measurable pipeline.

You will collaborate with marketing and sales teams, steer budgets across industries, and experiment with new channels to determine where to invest for growth.

Qualifications

• 6-8+ years of growth marketing experience with ownership across paid, owned, and outbound/SDR enablement.
• Built and scaled multi-channel acquisition programs driving pipeline in specific industries/verticals.
• Shaped SDR outbound strategy for industry buyers: messaging, sequencing, ICP and persona definition, channel selection.

Responsibilities

• Own ambitious pipeline targets for new logo acquisition in each priority vertical.
• Direct and run paid acquisition hands-on across search, social, display, and ABM.
• Shape SDR outbound strategy for each vertical with industry ICPs, personas, and messaging frameworks.
• Build and scale owned and industry channels (SEO, landing pages, email, lifecycle, content, webinars, customer stories, referrals).
• Run a high-velocity experimentation program across verticals and allocate budget based on ROI.
• Coordinate with Growth, Product Marketing, Content, and Events to align messaging and assets.

Skills

Growth marketing

Multi-channel ownership

B2B verticals

Paid media

ABM

SDR enablement

Tools

SEO

Content & lifecycle

Job description

About the role

If you’ve heard of Rippling, you may know us as an HR company. But that’s only part of the story. Since Day One, we’ve invested heavily in the ability to build, market, and sell multiple products to multiple buyers. This “secret sauce” has unlocked massive growth for Rippling—as one of the fastest-growing startups we’re well on our way to building a single platform for companies to manage all of their business operations.

Rippling connects payroll, compliance, IT, spend, and workforce operations in one system. In some industries, those problems are tightly linked, and that is where we have the strongest right to win. Our Verticals team builds industry-specific go-to-market motions for those markets, and each one needs a growth engine that brings the right companies into the top of the funnel.

As our Growth Marketing Lead for Verticals, you’ll own top-of-funnel growth for new logo acquisition in our priority industries. That covers paid media, owned channels, industry channels (associations, events, and partners), SDR positioning, and experimental growth plays, all measured against one number: qualified pipeline by vertical. You’ll partner with the Director of Audience GTM to turn that strategy into pipeline. You’ll architect the acquisition plan for each industry, deploy budget across the mix, shape how SDRs position Rippling to each vertical’s buyers, and run a high-velocity experimentation program that shows us where to invest more.

We’re looking for a multi-channel operator who has run the full growth stack at a high-growth B2B company and has taken that playbook into specific industries. You can move between building paid campaigns, writing outbound sequences, scaling owned channels, and shipping scrappy growth hacks, and you know how buyers, channels, and language change from one industry to the next. If you’ve built acquisition programs for vertical markets from scratch and scaled them to meaningful pipeline, we’d love to chat.

What you will do

• Own ambitious pipeline targets for new logo acquisition in each priority vertical. You set the channel strategy and budget by industry, and you own the number.
• Direct and run paid acquisition hands-on: search, social, display, and ABM built around industry-specific audiences, keywords, and firmographic targeting, optimized for pipeline quality and CAC efficiency in each vertical.
• Shape SDR outbound strategy for each vertical: define industry ICPs, the personas and titles that buy, messaging frameworks built on each industry’s pain points, and sequencing.
• Build and scale owned and industry channels: work with SEO teams to launch vertical landing pages and SEO, email and lifecycle, content, webinars, customer stories, and referral programs, plus the channels each industry already trusts, such as trade associations, industry events, publications, communities, and vertical software partners.
• Run a high-velocity experimentation program across verticals. Test new industries, channels, and partnerships with small bets, read the signal fast, and give leadership clear evidence on which verticals to scale and which to cut. Share learnings, kill losers fast, and scale winners.
• Deploy a multi-million dollar budget across online and offline channels , shifting spend toward the industries and channels with the strongest pipeline ROI.
• Turn vertical strategy into an execution plan with the Vertical marketing team. You build the channel plan, pipeline targets, and budget for each one, and report back on which verticals are showing pull.
• Brief and coordinate execution partners. Work with Product Marketing on industry messaging and proof points, Content and Creative on vertical assets, Field and Events on industry events, and Growth on paid media and sponsorships. You set the timelines and hold partners to shared pipeline goals.
• Close the loop with Sales and RevOps. Run a weekly review with SDR leadership and Enablement on lead quality and conversion by vertical. Work with RevOps on industry tagging, routing, and attribution so pipeline, win rate, and message resonance are reported by vertical.
• Coordinate with the core New Logo Growth team. Agree on audience splits, shared channels, and budget so the two programs avoid bidding against each other or contacting the same accounts twice, and share what each team learns.
• Innovate beyond typical B2B playbooks. Find novel ways to use AI and other tools to personalize acquisition by industry and unlock scale.

What you will need

• 6-8+ years of growth marketing experience with demonstrated ownership across paid, owned, AND outbound/SDR enablement, including meaningful time running acquisition into vertical markets.
• You’ve personally built and scaled multi-channel acquisition programs from scratch that drove measurable pipeline in specific industries or vertical segments.
• Hands-on experience shaping SDR outbound strategy for industry buyers: messaging, sequencing, ICP and persona definition, and channel selection. You write sequences in each industry’s language that convert.
• Experience reaching buyers through industry channels such as trade associations, events, publications, and partner ecosystems, and judging which ones