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.
Boulevard is entering its next chapter. We're expanding our focus to include more sophisticated, multi-location operators across medspa, salon, and spa — businesses with higher expectations for scale, reporting, and operational control, and with buying committees that demand real proof of platform maturity. This is a significant growth opportunity for Boulevard, and we're building the product marketing function to win it.
Come do your best work at Boulevard
Boulevard has established a strong market position with small and mid-sized operators across medspa, salon, and spa. We're expanding our focus to include enterprise, multi-location operators with different buying processes and buying committees.
This represents a significant growth opportunity, and you'll be the product marketer who shapes how Boulevard wins in this segment. You'll be deeply embedded in the commercial strategy for upmarket buyers, from positioning and narrative through sales enablement, deal support, and product influence. You'll be the internal expert in this segment: the person product, sales, marketing, and executive teams rely on to understand what these buyers care about, how they evaluate, and what it takes to close them.
Success in this role means measurable progress in our enterprise segment:
- Sales teams consistently use your messaging and enablement assets to win larger deals.
- Enterprise buyers view Boulevard as a credible, premium platform for scaled operators.
- Win rates measurably improve in the segment as your positioning and tools gain traction across the frontline.
- Product decisions increasingly reflect upmarket priorities
This role demands both strategic vision and hands-on execution. You'll develop positioning frameworks, build sales decks for strategic deals, customize materials based on buyer feedback, and create the infrastructure that helps enterprise sales teams move with confidence.
What you'll doDefine and own the upmarket segment
- Sharpen Boulevard's upmarket ICP across our core verticals
- Map buying committee dynamics: economic buyers, operators, franchisees, and decision influencers
- Develop clear POV on segment priorities and roadmapping: what they care about and what they need from a platform like Boulevard
Build the overarching upmarket narrative
- Craft the definitive positioning story that establishes Boulevard as the platform of choice for sophisticated operators, articulating how our full platform delivers cohesive value for scaled businesses
- Develop sharp messaging, competitive positioning, and proof points tailored to enterprise evaluation criteria
Partner deeply with GTM and deliver tools that drive deals
- Equip sales with segment-specific tools, presentations, messaging and collateral that move upmarket prospects from awareness through conversion
- Partner directly with enterprise sales team: Join strategic calls, customize materials, and refine approach based on real-world signals and buyer feedback
- Develop proposal templates, scripts, and objection handling that sales teams trust and use consistently. Partner with enablement teams to bring it to frontline teams
Influence product strategy for upmarket buyers
- Work closely with GTM teams to capture and prioritize product requirements from upmarket prospects, consolidating insights to build a clear view of capabilities needed to win this segment
- Bring structured market and buyer insights into R&D roadmapping discussions, advocating for the capabilities that matter most to this segment
- Ensure new features are sequenced, framed, and released in a way that reinforces the platform story and delivers the most value to the enterprise segment
- 7+ years of product marketing experience, with significant time spent marketing and selling into enterprise buyers in vertical SaaS
- A track record of building positioning, narratives for complex, multi-product platforms — not just feature-level messaging
- Fluency in enterprise GTM motions: buying committees, longer cycles, proof-driven evaluations, executive-level conversations, and committee-driven objection handling
- Deep experience developing enterprise sales tools that equip sellers to show platform depth, defend price, and earn conviction from sophisticated buyers
- Experience marketing platform APIs and integrations to enterprise audiences — translating technical depth into commercial value and positioning the product as an open, extensible layer in a modern tech stack
- Demonstrated ability to influence product direction through structured market insight, not just advocacy
- Confident, precise communication skills and the ability to tell a really clear story
- Range: you can hold your own with executives in the morning and with AEs on a deal review by the afternoon
- You thrive in situations where there’s no playbook. You’re comfortable building the plane while flying it, leading in ambiguity, and taking an iterative approach to break down blockers.
Bonus points
- Experience in franchise or multi-location business models
- Experience in vertical SaaS, particularly in selfcare (medspa, salon, or spa industries)
- Previous PMM experience at companies that successfully moved and/or served enterprise customers
- Hands-on experience with enterprise sales tools and methodologies
How we'll take care of you:
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 $123,000-$154,000 per year. For all other U.S. locations, the anticipated base salary range is $112,000 - $154,000 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.
Our business is deeply immersed in an industry that’s centered around helping people feel their best, so we know that taking care of yourself isn’t selfish; it’s essential. That’s why our culture pairs high standards with genuine care. We don't glorify burnout or wear ‘always on’ as a badge of honor. Instead, we’ve created benefits designed to support you inside and outside of work, so you can bring your best self to both.
Here’s how we support you:
- Competitive base pay and performance bonus eligibility because you deserve to be rewarded for your impact.
- Equity participation for all full-time employees because we believe the people helping build Boulevard should share in our long-term success.
- Comprehensive medical coverage with up to 100% employee premium coverage and 75% dependent coverage to help take care of you and your loved ones.
- An annual $1,200 HSA employer contribution for eligible plans to help support healthcare costs and future planning.
- 100% covered dental, vision, life, and disability insurance, ensuring you stay healthy, protected, and ready for whatever life brings.
- 12 weeks of fully paid U.S. parental leave supporting all new parents equally as they take the time to bond, adjust, and be present when welcoming a new family member.
- Flexible paid time off, plus 10 U.S. company holidays, where you are encouraged to rest, recharge, and take the time you need, guilt-free.
- Fully remote with support, including a $200 home office setup allowance and a $50 monthly WFH reimbursement so your workspace is set up for success.
- $200 quarterly Boulevard Bucks to prioritize your well-being and stay connected to the industry we serve.
- And other perks like One Medical membership and Employee Assistant Program.
To learn how Boulevard collects, uses, and protects personal information related to candidates and employees, please review our Boulevard Employee & Personnel Privacy Notice.
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.
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