Director of Verticals Marketing (Hybrid based in SF, NYC, or Seattle)

About the role

We’re hiring a Director of Verticals Marketing to run the full marketing function for our industry-focused go-to-market motion. You’ll own the positioning and messaging and build clear and credible stories for buyers with industry specific needs. You’ll also own the channel strategy and partner closely with the sales team to drive pipeline and revenue.

Rippling is the best way for businesses to manage all of their HR, IT, Finance, and Spend operations in one place. Combined with our AI capabilities, that breadth creates a rare GTM opportunity: we can uniquely solve problems for customers in specific industries where the employee graph, payroll, compliance, IT, spend, and workforce operations are tightly connected.

This is a leadership role for someone who can move between strategy and execution: identifying the right verticals, understanding the buyer and operational pain in each one, crafting the message, building the GTM motion, enabling the field and measuring whether the motion is working.

Responsibilities

• Own Rippling’s vertical marketing strategy. Identify and prioritize the industries where Rippling has the strongest right to win based on customer pain, product fit, sales signal, market size, competitive dynamics, and quantitative proof.
• Build vertical-specific positioning and messaging. Translate Rippling’s broad platform into sharp industry narratives that speak to the biggest problems of buyers in each vertical.
• Execute the GTM motion. Partner with Sales, Revenue Operations, Demand Gen, Enablement, and Product Marketing to build and execute a full funnel GTM motion across a variety of channels.
• Partner with Product and PMM teams. Surface vertical-specific gaps, evidence needs, and roadmap implications while keeping external claims grounded in proof.
• Create field-ready enablement and assets. Build the core talk tracks and materials sellers need: industry one-pagers, discovery guides, pitch narratives, competitive landmines, demo guidance, proof points, customer stories, and campaign inputs.
• Develop and manage a high-performing verticals marketing team. Manage a team and build the operating cadence, standards, and priorities for the verticals marketing function.
• Measure what works (and what doesn’t). Define and measure the leading and lagging indicators for the vertical motion, including pipeline quality, win rate, attach rates, competitive performance, and message resonance.

Requirements

• 7+ years of B2B marketing experience and familiarity with vertical GTM motions
• A track record of owning integrated campaigns and demand generation tied to measurable pipeline
• Proven experience leading and developing high-performing marketing teams, with a track record of hiring, coaching, and managing talent in fast-paced, high-growth environments
• Demonstrated cross-functional leadership and the ability to thrive in ambiguity at a fast pace
• You understand how sellers use messaging in real conversations and can enable them with talk tracks and materials that improve discovery, sharpen pitches, and help teams handle objections.
• Clear frameworks that use qualitative and quantitative inputs to inform bets, diagnose performance, and make tradeoffs.

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