GTM Lead – Verticals

You will be based in our SF or NYC office and will be required to be in office 3x/week.

About Rippling

Rippling gives businesses one place to run HR, IT, and Finance. It brings together all of the workforce systems that are normally scattered across a company, like payroll, expenses, benefits, and computers. For the first time ever, you can manage and automate every part of the employee lifecycle in a single system.

Take onboarding, for example. With Rippling, you can hire a new employee anywhere in the world and set up their payroll, corporate card, computer, benefits, and even third-party apps like Slack and Microsoft 365—all within 90 seconds.

Based in San Francisco, CA, Rippling has raised $1.4B+ from the world’s top investors—including Kleiner Perkins, Founders Fund, Sequoia, Greenoaks, and Bedrock—and was named one of America's best startup employers by Forbes.

We prioritize candidate safety. Please be aware that all official communication will only be sent from @Rippling.com addresses.

About the role

Rippling connects payroll, HR, IT, Finance, and Workforce operations in one system. In some industries, those problems are tightly linked, and that is where Rippling has the strongest right to win. Our GTM team builds the go-to-market motion for those industries, starting from the buyer.

As the GTM Lead for Verticals, you’ll own the strategy and growth of Rippling’s priority industries, operating each vertical like a business. You’ll set the agenda, align teams across Demand Gen, Growth, SDRs, and Sales, and drive the sales-qualified opportunity (SQO) targets for each industry.

You’ll start with the buyer and their buying group, understanding how owners, operators, HR, Finance, and IT leaders evaluate and purchase solutions. You’ll translate those insights into differentiated audience messaging, integrated vertical campaigns, a coordinated campaign calendar, and the sales plays and talk tracks that help reps win. While Product Marketing owns positioning for individual products, you’ll own the industry-level narrative and go-to-market strategy across Rippling’s portfolio, connecting our products to the needs of each vertical and driving measurable pipeline growth.

This is a high-ownership, 0 → 1 builder role. You’ll build the vertical audience motion from the ground up and own its number: SQOs, sourced pipeline, and ARR by vertical, plus win rate in each vertical. It’s ideal for someone who thrives in ambiguity, acts with urgency, and learns a new industry fast.

What you will do

• 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.
  
  

What you will need

• 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.
  
  

Additional Information

Rippling is an equal opportunity employer. We are committed to building a diverse and inclusive workforce and do not discriminate based on race, religion, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, age, sexual orientation, veteran or military status, or any other legally protected characteristics, Rippling is committed to providing reasonable accommodations for candidates with disabilities who need assistance during the hiring process. To request a reasonable accommodation, please email [email protected]

Rippling highly values having employees working in-office to foster a collaborative work environment and company culture. For office-based employees (employees who live within a defined radius of a Rippling office), Rippling considers working in the office, at least three days a week under current policy, to be an essential function of the employee's role.

This role will receive a competitive salary + benefits + equity. The salary for US-based employees will be aligned with one of the ranges below based on location; see which tier applies to your location here.

A variety of factors are considered when determining someone’s compensation–including a candidate’s professional background, experience, and location. Final offer amounts may vary from the amounts listed below.