Product Marketing Manager, Medspa and New Frontiers

Boulevard is the leading client experience platform for self-care businesses, focused on empowering appointment-based businesses. The Product Marketing Manager will shape Boulevard's strategy in the Medspa sector by developing industry narratives, defining go-to-market strategies, and evaluating new vertical opportunities.

Responsibilities:

• Own the industry narrative for Medspa
• Grounded in deep research, customer insight, and constant market scanning, you'll develop and maintain Boulevard's industry narrative for Medspa market
• You’ll be an internal SME on topics like clinical and aesthetic trends, regulatory dynamics, and where the industry is headed
• Own and share regular reports on the state of the Medspa industry, 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 toolkit for the Medspa vertical, 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
• Scout and shape Boulevard's 'new frontiers'
• Work with the Strategy team to identify, size, and pressure-test adjacent vertical opportunities where Boulevard could win
• Build the case for entry with a clear view of TAM, buyer needs, competitive dynamics, and the product investments required
• Partner with leadership to translate validated opportunities into a focused GTM approach

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 what you and the teams around you can create
• 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 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