Standard reward models typically predict scalar scores that fail to capture the multifaceted nature of response quality in non-verifiable domains, such as creative writing or open-ended instruction following. To address this limitation, we propose Rubric-ARM, a framework that jointly optimizes a rubric generator and a judge using reinforcement learning from preference feedback. Unlike existing methods that rely on static rubrics or disjoint training pipelines, our approach treats rubric generation as a latent action learned to maximize judgment accuracy. We introduce an alternating optimization strategy to mitigate the non-stationarity of simultaneous updates, providing theoretical analysis that demonstrates how this schedule reduces gradient variance during training. Extensive experiments show that Rubric-ARM achieves state-of-the-art performance among baselines on multiple benchmarks and significantly improves downstream policy alignment in both offline and online reinforcement learning settings.