Product Marketing Manager, Core Verticals

At Boulevard, we're building the first and only client experience platform purpose-built for appointment-based, self-care businesses. Our software powers bookings, payments, memberships, marketing, and more—helping businesses deliver seamless, personalized experiences to their clients while running more efficient, profitable operations.

We serve a growing base of medspas, salons, and spas, and are focused on helping our customers scale their businesses while elevating the client experience they provide.

Boulevard has built deep expertise in three core verticals: Medspa, Salon, and Spa. To scale our impact and competitive advantage, we need a strategic steward who owns how we show up in these markets.

As Product Marketing Manager, Core Verticals, you'll be the resident SME for Boulevard's highest-growth verticals. You'll own the vertical positioning architecture, ICPs, and GTM toolkits that define how we show up. This means the value propositions and communication pillars that establish credibility, ICP definitions and target account guidance, and the messaging frameworks that Sales, Marketing, Enablement, and product teams rely on when it comes to how we show up to our various audiences.

More than that, you're the voice of each vertical within Boulevard. You’ll synthesize market research, win/loss analysis, and vertical-specific competitive intelligence into a clear, defensible read on what operators need, where competitors are winning, and where Boulevard has the right to win. You'll share that perspective proactively across the organization, from Sales to Product to leadership. Your insights inform roadmap sequencing, positioning evolution, and how we maintain coherence as we expand our platform capabilities.

This role sits in the Market Intelligence arm of Product Marketing, focused on SMB operators but working in concert with our Enterprise team to ensure Boulevard's narrative is cohesive across customer segments.

Own the vertical positioning architecture

• You'll be the steward of how Boulevard shows up in Medspa, Salon, and Spa. You'll build and maintain the vertical positioning architecture: the value proposition, communication pillars, and how that messaging evolves as the market moves.
• Develop and own vertical GTM toolkits: positioning statements, messaging frameworks, ICP definitions, target account guidance, and segment-specific collateral that Sales, Marketing, Enablement, and other PMMs rely on for execution.
• Translate complex market dynamics into sharp, differentiated narratives for each vertical. Each market has different buyer motivations, compliance realities, and competitive pressures. Your job is to make Boulevard's response to each crystal clear.
• Work proactively with Sales, Growth Marketing, and Enablement to ensure your toolkits are actually being used and refined based on frontline feedback. You'll adjust positioning as market conditions evolve and as we learn what resonates.

Identify claims by vertical

• Identify and catalog the marketable metrics, proof points, and customer evidence that substantiate Boulevard's positioning in Medspa, Salon, and Spa. 
• Work with Product, Sales, and Customer Success to validate these claims and ensure they're backed by real data and customer reality.
• Ensure accuracy and market impact. Your claims will inform Sales conversations, campaigns, and executive messaging.

Synthesize market research and vertical-specific intelligence

• Lead voice-of-customer work and win/loss analysis for your verticals. Understand what motivates buyers, where they're struggling with current solutions, and what pushes them toward Boulevard vs. competitors.
• Work with the Competitive Intelligence function to dimensionalize their research by vertical. Translate platform-level competitive intelligence into vertical-specific battlecards, positioning, and proof points that help teams understand how we compete in each market.
• Produce internal market reporting (think: semi-annual trend reports for Medspa, etc.). Share insights on industry trends, emerging competitors, regulatory changes, and market movements that inform how Boulevard should evolve our positioning and product.

Represent The Voice Of Customer Internally

• Be the proactive expert that Product, Sales, CS, and leadership rely on when they need to understand what's happening in core verticals. Identify patterns from customer conversations and market signals and bring insights to the right people at the right time.
• Join occasional product roadmap conversations to represent the voice of customer. Your job isn't to own the roadmap, but to ensure the vertical perspective and buyer needs inform sequencing decisions.
• Work alongside our Enterprise PMM to respect both SMB and upmarket positioning. Ensure that as SMB customers evolve into enterprise, there's positioning continuity and clear value architecture across segments.

• 4+ years in product marketing or a closely related strategic GTM role at a B2B SaaS company. You've built positioning, messaging, and market narratives that moved businesses.
• A researcher at your core. You thrive running win/loss interviews, synthesizing customer conversations, reading market signals, and turning messy data into clear perspective.
• A track record of developing and owning market points of view, not just executing on ones handed to you. You form conviction, back it with data, and know how to influence others to act on it.
• Deep industry knowledge in one or more of our verticals (Medspa, Salon, Spa). You come with familiarity in the space, so you're not learning the buyer landscape on the job. You understand operator pain points, regulatory considerations (especially in Medspa), and market dynamics.
• Confident, precise communication skills. You tell clear stories that land with execs and frontline teams alike. You're comfortable in Sales calls, customer conversations, and exec briefings.
• Strong analytical mindset. You interpret data, form hypotheses, and use insights to guide strategy and messaging.
• Proven ability to create and enable teams. The toolkits and messaging you build need to be usable and used. You work well with Sales, Enablement, and other cross-functional partners.
• Comfort operating in ambiguity. You can take a vague market problem and turn it into a clear point of view, actionable plan, and set of deliverables.
• You see AI as a force multiplier. You're fluent in using modern tools to compress timelines, sharpen your thinking, and unlock what you and your teams can create.

• Experience in vertical SaaS, particularly in selfcare (medspa, salon, or spa industries).
• Familiarity with medical aesthetics, clinical operations, or healthcare-adjacent compliance considerations.
• Experience marketing to or operating within SMB service-based businesses.
• Background in strategy, consulting, or market research.
• Experience contributing to pricing and packaging decisions.

At Boulevard, we work hard to structure compensation in a way that balances internal equity with local market competitiveness, and we’re happy to share a good-faith estimate of the base salary range for this role. For candidates in NYC, the SF Bay Area, and Seattle, the anticipated base salary range is $91,500 - $114,100 per year. For all other U.S. locations, the anticipated base salary range is $83,000 - $114,000 per year. In addition to this base compensation, this role may be eligible to participate in a variable compensation program. Final compensation will vary based on a variety of factors which include but are not limited to applicable experience, location, and final leveling.

In addition to the wonderful people you’ll get to work with and challenging projects that’ll push you - Boulevard is here to make sure you’re always at the top of your game emotionally, mentally, and physically.