Product Marketing Manager, Salon and Spa

Boulevard is the leading client experience platform for self-care businesses, and they are seeking a Product Marketing Manager to lead their strategic efforts in the Salon and Spa verticals. This role involves shaping the industry narrative, defining go-to-market strategies, and equipping teams with insights to drive growth in these markets.

Responsibilities:

• 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

Requirements:

• 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
• 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