Product Marketing Manager, Core Verticals

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 has built deep expertise in three core verticals: Medspa, Salon, and Spa. To scale our impact and competitive advantage, we need a strategic steward who owns how we show up in these markets. As Product Marketing Manager, Core Verticals, you'll be the resident SME for Boulevard's highest-growth verticals. You'll own the vertical positioning architecture, ICPs, and GTM toolkits that define how we show up. This means the value propositions and communication pillars that establish credibility, ICP definitions and target account guidance, and the messaging frameworks that Sales, Marketing, Enablement, and product teams rely on when it comes to how we show up to our various audiences. More than that, you're the voice of each vertical within Boulevard. You’ll synthesize market research, win/loss analysis, and vertical-specific competitive intelligence into a clear, defensible read on what operators need, where competitors are winning, and where Boulevard has the right to win. You'll share that perspective proactively across the organization, from Sales to Product to leadership. Your insights inform roadmap sequencing, positioning evolution, and how we maintain coherence as we expand our platform capabilities. This role sits in the Market Intelligence arm of Product Marketing, focused on SMB operators but working in concert with our Enterprise team to ensure Boulevard's narrative is cohesive across customer segments. What you’ll do here: Own the vertical positioning architecture You'll be the steward of how Boulevard shows up in Medspa, Salon, and Spa. You'll build and maintain the vertical positioning architecture: the value proposition, communication pillars, and how that messaging evolves as the market moves. Develop and own vertical GTM toolkits: positioning statements, messaging frameworks, ICP definitions, target account guidance, and segment-specific collateral that Sales, Marketing, Enablement, and other PMMs rely on for execution. Translate complex market dynamics into sharp, differentiated narratives for each vertical. Each market has different buyer motivations, compliance realities, and competitive pressures. Your job is to make Boulevard's response to each crystal…