Product Marketing Manager, Salon and Spa

Who is Boulevard? Boulevard provides the first and only client experience platform for appointment-based, self-care businesses. We empower our customers to give their clients more of the magical moments that matter most. Before launching in 2016, our founders spent months interviewing salon managers and working behind front desks to understand their pain points so we could design a modern, user-friendly platform that meets the unique needs of their business. Our roots may be in hair salons, but we are built for the broader self-care industry, including many types of salons, spas, medspa, barbershops, and more. Our technology not only helps our customers survive but thrive. Take a look at how we (and YOU) can make that happen. We have an insatiable curiosity and embrace experimentation. We believe that simple solutions require the most sophistication, and we design each and every detail to maximize potential, power, and impact. Do our values match? Read through our story and what we value the most. Our team values and celebrates our diverse backgrounds. Being open about who we are and what we do allows us to do the best work of our lives. We believe in equal opportunity for all, and you should too. Come Do the Best Work of Your Life at Boulevard Boulevard is the leading client experience platform for self-care businesses. Salon and Spa are two of our core verticals, and two of our biggest opportunities for deeper growth. We're looking for a Product Marketing Manager to be the resident SME on these markets and the strategic lead for where Boulevard plays to win in each. You'll be the strategic voice that shapes where Boulevard invests in Salon and Spa, how we position against alternatives, and why operators in each vertical should choose us. You'll craft high-impact messaging and positioning, identify the segments where we have a right to win, equip Sales and Success to close and expand, and build customer-facing assets that bring our perspective on these markets to life. This is not a launch execution role. In addition to the guidance you provide our frontline teams, your insights and point of view will also shape where Boulevard invests to compete and grow in the Salon and Spa verticals. Teams will rely on you for a sharp, defensible read on what operators need, where competitors are pulling ahead, and where Boulevard has the most credible right to win. If you can turn messy market signals into conviction that moves a roadmap, this is your chance to shape how Boulevard wins in two of our biggest growth opportunities. What you ll do here Own the industry narrative for Salon and Spa • Grounded in deep research, customer insight, and constant market scanning, you'll develop and maintain Boulevard's industry narrative for each vertical • Own and share regular reports on the state of the Salon and Spa industries, improving internal knowledge and keeping the company up to date on the latest trends, movements, and forecasts • Lead voice-of-customer work and win/loss analysis • Leverage research from the Competitive Intelligence team to maintain a deep, current view of how we stack up against direct and adjacent competitors in each vertical Define vertical GTM strategy • Develop and own our internal toolkits for both Salon and Spa verticals, including differentiated positioning, messaging frameworks, ICP definitions, and target account guidance • Identify priority sub-segments within each vertical and shape Boulevard's go-to-market approach for each • Partner with Sales, Growth Marketing and Brand to design and execute vertical-specific go-to-market plays that reflect each market s nuances, build pipeline, and accelerate conversion. • Inform product direction by equipping your R&D PMM peers with deep vertical insight on roadmap priorities and sequencing to win in each market. • Bring vertical-specific insights to how Boulevard prices and packages our offerings: what bundles resonate, what features operators expect, and willingness-to-pay What you ll need to thrive • 3-5 years in product marketing, industry marketing, or a closely related strategic GTM role at a B2B SaaS company • A researcher at your core: you thrive at running win/loss interviews, synthesizing customer conversations, and reading market signals • A track record of developing and owning a market point of view - not just executing on one handed to you • You see AI as a force multiplier: You're fluent in the latest tools, and you actively use them to compress timelines, sharpen your thinking, and unlock capabilities for the teams around you • Confident, precise communication skills and the ability to tell a really clear story • Analytical mindset with the ability to interpret data, test hypotheses, and use insights to guide strategy and messaging • Proven ability to enable Sales and Success teams with effective, usable content and training • Comfort operating in ambiguity and building from scratch; you can take a vague pro...