About the role

Rippling is expanding its Channel Marketing Team to include dedicated coverage for Private Equity firms. As Rippling continues to scale, we are seeing strong inbound demand from PE firms seeking a standardized, scalable platform for their portfolio companies and we need a marketer to build the engine behind this motion.

The value proposition of Rippling to this audience is clear: streamline portfolio company operations across payroll, benefits, IT, and spend via automation, governance, and speed, the way thousands of global companies already have. Your job is to translate that value proposition into a marketing machine that drives awareness, generates pipeline, equips the partnerships team, and turns PE firms into long-term advocates.

This is a greenfield opportunity. There is no existing playbook - you'll write it. As the Demand Generation Manager aligned to our PE firm channel, you'll work hand-in-hand with the PE Partnerships Manager, GTM leadership, and cross-functional partners to shape Rippling's long-term Private Equity channel strategy from the marketing side. If you thrive in ambiguity, move fast, and want to build something from scratch at a company operating at scale, this is the role.

You'll be responsible for building the early systems, strategies, and programs that define how Rippling markets to and through Private Equity firms. You'll own the full marketing stack for this channel: Product Marketing, Demand Generation, Content, ABM, and Field, operating as a one-person marketing team with autonomy and strategic ownership.

What you will do

• Own the Private Equity channel marketing strategy. Define the vision, build the roadmap, and set the operating plan. Serve as the primary marketing voice for PE in cross-functional forums, translating channel needs into budget priorities, program plans, and go-to-market motions. Partner closely with the PE Partnerships Manager and GTM team to align marketing efforts with firm-level engagement strategies and executive-level relationship building.
• Lead Product Marketing for the PE channel. Define and develop Rippling's positioning and messaging for PE audience including operating partners, and portfolio company leadership. Build the full enablement suite: pitch decks, briefs, portfolio company value-prop materials, objection-handling guides, and co-marketing materials. Synthesize win/loss data, partner feedback, and competitive intelligence into sharper narratives. Own the brand story for this segment, articulate why Rippling is the operational platform PE firms should standardize across their portfolios.
• Build Content & Thought Leadership from scratch. Develop a content strategy tailored to the PE journey. Create thought leadership that resonates with sophisticated financial buyers: ROI frameworks, PE and portfolio company case studies, and operational efficiency narratives. Build co-marketing activations with marquee PE firms and develop partner spotlights that demonstrate real portfolio impact.
• Design and execute Demand Generation. Build integrated campaigns targeting PE firms with audience segmentation, account-based marketing, channel mix, and attribution. Own an ABM motion against a prioritized list of high-value firms, coordinating personalized outreach, tailored content, and field touches. Partner with RevOps to ensure every program is measured against funnel metrics.
• Activate Field Marketing. Define the channel's physical presence at hosted executive dinners, PE relevant events, industry conferences, LP/GP summits, lunch and learn, and portfolio company forums. Ensure every program is tied to the pipeline and embedded in the team's account strategy. Build scalable event playbooks that can grow with the channel.
• Drive cross-functional alignment. Be the connective tissue between PE channel marketing and the broader GTM organization. Align with the PE Partnerships Manager, Sales, RevOps, Partner Success, and Solution Consulting across the full partner journey. Coordinate with channel marketing leaders across to share best practices and unlock cross-sell opportunities.

What you will need

• 4+ years of B2B SaaS marketing experience, with demonstrated ability to operate as a senior individual contributor across multiple marketing disciplines
• Track record of building channel, partner, or ecosystem marketing programs from the ground up, ideally in a 0-to-1 or early-stage channel environment
• Full-stack marketing fluency, you've personally owned or directly executed across demand gen, product marketing, content, and field marketing
• Strong ABM foundation: experience designing and running account-based programs against a defined set of high-value targets
• Sharp positioning thinker, you can translate complex platform value into crisp, executive-level narratives for financially sophisticated audiences
• Highly collaborative operator, you influence and align cross-functionally without formal authority, partnering effectively with partnerships, sales, and executive stakeholders
• Analytical instincts, you build measurement frameworks, set OKRs, and make decisions from data
• Comfortable with ambiguity and pace, you build systems while running programs simultaneously, and you thrive when writing the playbook from scratch

Additional Information

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.

The pay range for this role is:

122,000 - 152,000 USD per year (US Tier 1)