Product Marketing Manager, Medspa and New Frontiers

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 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.

• 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

• 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

• 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

• Work with the Strategy team to identify, size, and pressure-test adjacent vertical opportunities where Boulevard could win

• Build the case for entry with a clear view of TAM, buyer needs, competitive dynamics, and the product investments required

• Partner with leadership to translate validated opportunities into a focused GTM approach

• 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 what you and the teams around you can create

• 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

• Experience in vertical SaaS, particularly serving the medspa, aesthetics, wellness, or broader healthcare-adjacent space

• Familiarity with the medical aesthetics landscape — providers, treatments, industry players, and regulatory considerations

• Experience evaluating new market entry or expansion opportunities (TAM sizing, opportunity assessment, GTM design for new segments)

• 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 $XXX,XXX - $XXX,XXX per year.

For all other U.S. locations, the anticipated base salary range is $XXX,XXX - $XXX,XXX 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.