Product Marketing Manager, Salon and Spa

Opens Boulevard’s application page in a new tab.

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 problem space and turn it into a clear point of view, plan, and set of deliverables

Bonus points

Experience in vertical SaaS, particularly in selfcare (medspa, salon, or spa industries)

Experience marketing to or working within the beauty, wellness, salon, spa, or services-based SMB markets

Experience contributing to pricing and packaging decisions

Background in strategy, consulting, or market research

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 $91,300 - $114,100 per year. For all other U.S. locations, the anticipated base salary range is $82,900 - $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. 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.

✨ We’ve got you covered with a 401(k) match plus dental, medical, vision, and life insurance.

🏝 Take a break whenever you need with our flexible vacation day policy.

🖥 Fully remote so you can choose where you want to work. You’ll receive a work from home stipend every month.

💚 Family planning resources and specialized support programs.

🔮 Equity: get ahead on the ground floor and grow with Boulevard.

💅 Boulevard Bucks Learning and Development program allows employees to explore businesses in the market we serve.

📲 We recommend following our official LinkedIn page to stay up to date on all things Boulevard life!

Boulevard Labs, Inc. is an Equal Opportunity Employer committed to hiring a diverse workforce and sustaining an inclusive culture. All employment decisions at Boulevard Labs, Inc. are based on business needs, job requirements, and individual qualifications, without regard to race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.

Senior Product Manager, Developer Ecosystem

US · Remote