Senior Demand Generation Manager, Private Equity

About RipplingRippling 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 roleRippling 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 Sr. 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 doOwn 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 need6+ years of B2B SaaS marketing experience, with demonstrated ability to operate as a senior individual contributor across multiple marketing disciplinesTrack record of building channel, partner, or ecosystem marketing programs from the ground up, ideally in a 0-to-1 or early-stage channel environmentFull-stack marketing fluency, you've personally owned or directly executed across demand gen, product marketing, content, and field marketingStrong ABM foundation: experience designing and running account-based programs against a defined set of high-value targetsSharp positioning thinker, you can translate complex platform value into crisp, executive-level narratives for financially sophisticated audiencesHighly collaborative operator, you influence and align cross-functionally without formal authority, partnering effectively with partnerships, sales, and executive stakeholdersAnalytical instincts, you build measurement frameworks, set OKRs, and make decisions from dataComfortable with ambiguity and pace, you build systems while running programs simultaneously, and you thrive when writing the playbook from scratchAdditional InformationRippling 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 View email address on click.appcast.io 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.