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.
The most sophisticated self-care businesses don’t just use Boulevard, they grow with it. From how they attract and retain clients to how they operate day-to-day, our platform powers the experiences that set them apart. AI is transforming the self-care industry, and the businesses that win will be the ones that get it right — not just first. We have a strong platform, a loyal customer base, and a clear point of view on where AI creates real value. This role is how we execute on it.
As a Sr. Product Marketing Manager (GTM), you'll define how we bring some of our most strategic new product capabilities to market. You'll sit at the intersection of product, growth, and customer impact — shaping what we build, how we position it, and how we drive adoption across our customer base. This isn't a supporting role. You'll have a direct line to product direction, commercial strategy, and the narrative that defines Boulevard's leadership in the space.
What you’ll do here
- Own the end-to-end GTM strategy and execution for our portfolio of AI-powered capabilities and marketing tools, ensuring they drive measurable adoption, expansion, and revenue impact
- Synthesize customer, market, and competitive insights into sharp and actionable recommendations that shape how specific product initiatives are positioned, scoped, and brought to market.
- Develop clear, differentiated positioning that makes new functionality feel obvious and compelling — connecting what we build to the outcomes that matter most to our customers and their clients.
- Partner closely with creative teams to produce high-quality, high-impact campaign assets and launch materials that will stand out from the clutter
- Enable Sales, Support, and Customer Success with the narratives and tools they need to confidently sell and grow adoption
- Identify expansion opportunities and influence pricing and packaging decisions in partnership with Product, Finance, and Revenue teams
- Be the connective tissue across Product, Marketing, Lifecycle, Sales, and Customer Success, ensuring alignment on priorities, narratives, and execution against shared business goals
- Close the loop post-launch, using data and qualitative insight to refine positioning, accelerate adoption, and inform what comes next
- Represent Boulevard externally at industry events and in thought leadership, reinforcing our position as a category leader
What you’ll need to thrive
- 5+ years of product marketing experience in B2B SaaS, with a track record of leading high-impact, cross-functional initiatives
- Demonstrated experience bringing AI-powered products to market. Not just positioning them, but shaping what gets built and how it integrates into the broader platform experience
- Strong platform-level positioning instincts in vertical SaaS. You've built cohesive market narratives across a core platform and its vertical offerings
- Sharp strategic thinking and judgment. You form clear points of view, use data to back them up, and know how to influence without authority
- Proven ability to develop and execute integrated go-to-market strategies that drive measurable adoption and revenue outcomes
- A high bar for craft, with strong instincts for what good looks like across messaging, content, and creative execution
- The ability to build trusted relationships and lead through influence in a fast-moving environment
Bonus points
- Experience in vertical SaaS, especially self-care (medspa, salon, or spa)
- Background marketing growth products like CRM, marketing automation, or customer engagement tools
- Familiarity with SMB through to enterprise businesses in service or appointment-based industries
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.
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.
Skills Required
- 5+ years of product marketing experience in B2B SaaS
- Experience bringing AI-powered products to market
- Strong platform-level positioning instincts in vertical SaaS
- Ability to develop and execute integrated GTM strategies
- Proven track record of leading high-impact, cross-functional initiatives
Boulevard Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Boulevard and has not been reviewed or approved by Boulevard.
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Fair & Transparent Compensation — Pay is characterized as competitive for a venture-backed SaaS company, with public job postings listing clear salary ranges that signal structured, transparent practices. Market alignment is particularly evident in technical roles described as at or near prevailing levels.
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Healthcare Strength — Core benefits include medical, dental, vision, and life insurance, presented as comprehensive or “premier.” Strong perceptions of overall benefits quality contribute meaningfully to total rewards satisfaction.
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Wellbeing & Lifestyle Benefits — Remote-first support includes a monthly work-from-home stipend, and “Boulevard Bucks” provide industry-aligned learning and self-care opportunities. These lifestyle-oriented perks complement core benefits and enhance daily work experience.
Boulevard Insights
What We Do
Boulevard provides a Client Experience Platform (CXP) that is purpose-built for appointment-based, self-care businesses. Our customers thrive on developing deep relationships that go beyond any single visit or transaction, and our technology extends their ability to deliver personalized, enjoyable experiences with online appointment scheduling, messaging and payments that are simple, elegant, and reliable. Successfully serving the self-care industry with a differentiated brand is critical to Boulevard's long-term vision. As we reinforce and grow our position as a trusted partner to self-care businesses, we seek to evolve into a marketplace where consumers can easily find and access our customers. We aspire to become a lifestyle brand that connects consumers instantly and easily with an entire marketplace of self-care businesses that help them look and feel their best.
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