Product Marketing Manager, Medspa and New Frontiers

Boulevard

19h•Remote

About The Position

Boulevard is seeking a Product Marketing Manager to be the resident Subject Matter Expert (SME) on Medspa and the strategic lead for evaluating new verticals. This role will shape Boulevard's strategy in the Medspa market, including positioning against alternatives and driving operator adoption. The Product Marketing Manager will craft messaging, identify key segments, equip Sales and Success teams, and create customer-facing assets. Additionally, this role will lead the evaluation of new verticals by assessing market opportunities, testing business fit, and building a case for future expansion. This is a strategic role focused on influencing roadmaps and market direction, rather than just execution.

Requirements

3–5 years in product marketing, industry marketing, or a closely related strategic GTM role at a B2B SaaS company.
Experience in running win/loss interviews, synthesizing customer conversations, and reading market signals.
A track record of developing and owning a market point of view.
Fluency in using AI tools to compress timelines, sharpen thinking, and enhance team output.
Confident, precise communication skills and the ability to tell a 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 content and training.
Comfort operating in ambiguity and building from scratch.

Nice To Haves

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.
Background in strategy, consulting, or market research.

Responsibilities

Own the industry narrative for Medspa, grounded in research, customer insight, and market scanning.
Serve as an internal SME on clinical and aesthetic trends, regulatory dynamics, and industry direction.
Own and share regular reports on the state of the Medspa industry.
Lead voice-of-customer work and win/loss analysis.
Maintain a deep understanding of competitive landscape in each vertical.
Define vertical Go-To-Market (GTM) strategy, including positioning, messaging, Ideal Customer Profile (ICP) definitions, and target account guidance.
Identify priority sub-segments within each vertical and shape the GTM approach.
Partner with Sales, Growth Marketing, and Brand to design and execute vertical-specific GTM plays.
Inform product direction by providing R&D PMM peers with deep vertical insight on roadmap priorities.
Bring vertical-specific insights to pricing and packaging decisions.
Scout and shape Boulevard's "new frontiers" by identifying, sizing, and pressure-testing adjacent vertical opportunities.
Build the case for new market entry, including TAM, buyer needs, competitive dynamics, and required product investments.
Partner with leadership to translate validated opportunities into a focused GTM approach.