Product Marketing Manager, Core Verticals

Boulevard

2d•$83,000 - $114,100•Remote

About The Position

Boulevard is seeking a Product Marketing Manager, Core Verticals to be the resident Subject Matter Expert (SME) for Boulevard's highest-growth verticals: Medspa, Salon, and Spa. This role will own the vertical positioning architecture, Ideal Customer Profiles (ICPs), and Go-To-Market (GTM) toolkits that define how Boulevard presents itself in these markets. The Product Marketing Manager will be responsible for developing value propositions, communication pillars, ICP definitions, target account guidance, and messaging frameworks used by Sales, Marketing, Enablement, and Product teams. This individual will act as the voice of each vertical within Boulevard, synthesizing market research, win/loss analysis, and competitive intelligence to provide a clear understanding of operator needs, competitor strengths, and Boulevard's competitive advantages. The insights generated will inform product roadmap sequencing, positioning evolution, and platform capability expansion. This role is part of the Market Intelligence arm of Product Marketing, focusing on Small and Medium Business (SMB) operators while collaborating with the Enterprise team to ensure a cohesive narrative across customer segments.

Requirements

4+ years in product marketing or a closely related strategic GTM role at a B2B SaaS company.
Experience building positioning, messaging, and market narratives.
Strong research skills, including conducting win/loss interviews, synthesizing customer conversations, and analyzing market signals.
Track record of developing and owning market points of view, backed by data.
Deep industry knowledge in one or more of the core verticals (Medspa, Salon, Spa), including understanding operator pain points, regulatory considerations, and market dynamics.
Confident, precise communication skills, with the ability to tell clear stories to executives and frontline teams.
Strong analytical mindset to interpret data, form hypotheses, and guide strategy and messaging.
Proven ability to create and enable teams, ensuring toolkits and messaging are usable and utilized.
Comfort operating in ambiguity and turning vague market problems into clear points of view and actionable plans.
Fluency in using modern tools, including AI, to compress timelines and sharpen thinking.

Nice To Haves

Experience in vertical SaaS, particularly in self-care (medspa, salon, or spa industries).
Familiarity with medical aesthetics, clinical operations, or healthcare-adjacent compliance considerations.
Experience marketing to or operating within SMB service-based businesses.
Background in strategy, consulting, or market research.
Experience contributing to pricing and packaging decisions.

Responsibilities

Own the vertical positioning architecture, including value proposition, communication pillars, and evolving messaging.
Develop and own vertical GTM toolkits: positioning statements, messaging frameworks, ICP definitions, target account guidance, and segment-specific collateral.
Translate complex market dynamics into sharp, differentiated narratives for each vertical.
Work proactively with Sales, Growth Marketing, and Enablement to ensure toolkits are used and refined based on frontline feedback.
Adjust positioning as market conditions evolve and as learnings emerge.
Identify and catalog marketable metrics, proof points, and customer evidence to substantiate Boulevard's positioning in Medspa, Salon, and Spa.
Work with Product, Sales, and Customer Success to validate claims and ensure they are backed by data and customer reality.
Lead voice-of-customer work and win/loss analysis for the core verticals.
Collaborate with the Competitive Intelligence function to translate platform-level intelligence into vertical-specific battlecards, positioning, and proof points.
Produce internal market reporting on industry trends, emerging competitors, regulatory changes, and market movements.
Act as the proactive expert on core verticals for Product, Sales, CS, and leadership.
Identify patterns from customer conversations and market signals and share insights.
Participate in product roadmap conversations to represent the voice of the customer and inform sequencing decisions.
Work alongside the Enterprise PMM to ensure positioning continuity and clear value architecture across SMB and upmarket segments.