Director, Vertical Marketing

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

As Director of Vertical Marketing, you will build the go-to-market playbook for breaking into new industry verticals partnering directly with a dedicated vertical sales team and our Rippling Solutions forward deployed engineering team to drive meaningful growth in markets where Rippling is underpenetrated.

Rippling's platform has always been built to work across HR, IT, and Finance for any type of company. The opportunity in front of us is significant: industries with large hourly workforces like healthcare, retail, construction, restaurants, and more, represent the majority of the total market and are currently underserved by both legacy vendors and modern alternatives. Rippling's ability to connect workforce data with business data from vertical-specific software systems (like scheduling, POS, or practice management tools) creates a uniquely powerful value proposition for these buyers. Your job is to build and own the GTM that captures it.

What you will do

• Own vertical GTM strategy end-to-end: conduct deep primary and secondary research on each new industry buyer personas, buying dynamics, competitive landscape, and the vertical SaaS ecosystem, and translate that into a complete go-to-market playbook
• Build the full bill of materials for each priority vertical: positioning, messaging frameworks, sales battlecards, case studies, industry landing pages, product one-pagers, and email sequences
• Partner with our Forward Deployed Engineering team to identify and prioritize vertical software integration opportunities and turn those integrations into compelling customer-facing narratives
• Design and execute account-based marketing campaigns targeting both new prospects and existing Rippling customers in priority verticals, owning pipeline and revenue outcomes for those programs
• Serve as the primary marketing partner for the vertical sales team,  arming reps with the context, collateral, and campaigns they need to break into new industries
• Develop a repeatable model for incubating new verticals so we can expand beyond initial priorities quickly and efficiently
• Represent the voice of vertical buyers internally, informing product roadmap decisions, integration priorities, and positioning choices with firsthand customer insight

What you will need

• 10+ years in B2B SaaS marketing, with a strong product marketing foundation and at least 5 years in a leadership role
• Demonstrated experience building a GTM motion from scratch for a new market, segment, or industry vertical
• Track record of owning and hitting pipeline or revenue targets tied to your marketing programs
• Excellent research skills - you can develop genuine fluency in a new industry quickly, map the buyer landscape and competitive dynamics, and translate that into sharp positioning
• Strong writing skills: you can produce polished positioning documents, customer-facing messaging, and sales enablement collateral independently, without heavy editing support
• Experience working closely with field or enterprise sales teams as a dedicated marketing partner, meaning you understand how to align your programs to sales motion and pipeline stages

Preferred Qualifications

• Experience in HCM, payroll, HR tech, wo