Product Marketing Manager, Medspa and New Frontiers

About the role

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. Who is Boulevard 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. Come do your best work at Boulevard Boulevard is the leading client experience platform for self-care businesses. 1 in 5 Medspas in the US use Boulevard, making Medspa one of the fastest, highest-growth markets we serve. It's also a clinical category, where HIPAA compliance and the realities of practicing medicine shape how operators evaluate software. We're looking for a Product Marketing Manager to be the resident SME on Medspa and the strategic lead for evaluating new verticals. You'll be the strategic voice that shapes where Boulevard invests in Medspa, how we position against alternatives, and why operators 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 this market to life. You'll also lead the work of evaluating new verticals: sizing the opportunity, pressure-testing fit, and building the case for where Boulevard should play next. 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 expand. 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 one of our highest-growth verticals and where we go next. What you'll do here Own the industry narrative for Medspa Grounded in deep research, customer insight, and constant market scanning, you'll develop and maintain Boulevard's industry narrative for Medspa market You'll be an internal SME on topics like clinical and aesthetic trends, regulatory dynamics, and where the industry is headed Own and share regular reports on the state of the Medspa industry, 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 toolkit for the Medspa vertical, 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 Scout and shape Boulevard's "new frontiers" Work with the Strategy team to identify, size, and pressure-test adjacent vertical o

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