Vertical GTM Marketing Lead (B2B SaaS)

Rippling; New York (NY); Hybrid; USD 147,000 - 245,000; Full time

Job summary

Rippling is seeking an Audience Marketing Manager for Verticals to own the strategy and growth of Rippling’s priority industries. You’ll lead the buyer-focused go-to-market, aligning Demand Gen, Growth, SDRs, and Sales to drive a scalable vertical motion across the company.

You’ll translate insights into industry messaging, define plays and briefs, and drive SQOs, pipeline, and ARR. You’ll partner with Product Marketing, Growth, RevOps, and Sales in a fast-paced environment, with exposure to

Qualifications

• Experience in audience or segment marketing, preferably in B2B SaaS.
• Proven ability to own a pipeline/SQO number and coordinate Demand Gen, Growth, and Sales partners.
• Experience launching and scaling new GTM motions or marketing programs from scratch.
• Strong messaging, copywriting, and storytelling across sales decks, ads, emails, and talks in industry language.

Responsibilities

• Own the vertical targets (SQO, pipeline, ARR) and set the agenda with the vertical sales teams.
• Coordinate execution across Demand Gen, Growth, SDRs, and Sales; review performance weekly.
• Map buyers and document pains, triggers, objections, and buying processes for each priority industry.
• Translate product capabilities into industry messaging and create a right-to-win story across SKUs.
• Plan vertical plays and calendar; write briefs for paid, owned, events, and industry channels.
• Partner with Growth to test messaging, read performance data, and update the story accordingly.
• Equip Sales with plays, talks, discovery guides, one-pagers, customer stories, and channel guidance.
• Size opportunities with RevOps and BizOps, focusing on best-fit accounts.
• Provide buyer insights to Product Marketing and Product to inform positioning and roadmaps.

Skills

Audience marketing

B2B SaaS

Cross-functional collaboration

GTM planning

Data-driven

Job description

Rippling is seeking an Audience Marketing Manager for Verticals to own the strategy and growth of Rippling’s priority industries. You’ll lead the buyer-focused go-to-market, aligning Demand Gen, Growth, SDRs, and Sales to drive a scalable vertical motion across the company.

You’ll translate insights into industry messaging, define plays and briefs, and drive SQOs, pipeline, and ARR. You’ll partner with Product Marketing, Growth, RevOps, and Sales in a fast-paced environment, with exposure to