Audience Marketing Manager, Verticals (Hybrid)

Responsibilities

• 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.

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. 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.
• Proven experience in 0 → 1 environments. You’ve launched and scaled new GTM motions, segments, or marketing programs from scratch.
• Strong messaging, copywriting, and storytelling across sales decks, ads, emails, and talk tracks, written in the language of the industry you’re selling to.
• Comfort with data. You can size an audience, rank segments and accounts, and read campaign and pipeline performance to decide what to change.
• Proven ability to partner cross-functionally with Product Marketing, Growth, Demand Gen, Sales, and RevOps, with the organizational skills to run several verticals and deliverables at once.
• Comfort working in ambiguous and fast-changing environments, with competing priorities and evolving requirements.
• Bonus: experience in multi-product cross-sell motions, marketing to SMB or mid-market industries, or partnership-driven GTM with industry associations or vertical software providers.

Preferred

• Bonus: experience in multi-product cross-sell motions, marketing to SMB or mid-market industries, or partnership-driven GTM with industry associations or vertical software providers.

Benefits

• This role will receive a competitive salary + benefits + equity.