About the role

Boulevard is entering its next chapter. We're expanding our focus to include more sophisticated, multi-location operators across medspa, salon, and spa — businesses with higher expectations for scale, reporting, and operational control, and with buying committees that demand real proof of platform maturity. This is a significant growth opportunity for Boulevard, and we're building the product marketing function to win it.

Come do the best work of your life at Boulevard

Boulevard has established a strong market position with small and mid-sized operators across medspa, salon, and spa. We're expanding our focus to include enterprise, multi-location operators with different buying processes and buying committees.

This represents a significant growth opportunity, and you'll be the product marketer who shapes how Boulevard wins in this segment. You'll be deeply embedded in the commercial strategy for upmarket buyers, from positioning and narrative through sales enablement, deal support, and product influence. You'll be the internal expert in this segment: the person product, sales, marketing, and executive teams rely on to understand what these buyers care about, how they evaluate, and what it takes to close them.

This role also owns one of our biggest commercial opportunities: how we price and package Boulevard across every segment we serve, from SMB to enterprise. The two mandates are tightly connected. The way we package for upmarket informs how we tier across the rest of the business, and the work compounds.

Success in this role means measurable progress on two fronts: sales teams consistently use your messaging and assets to win larger deals, and Boulevard has a defensible pricing and packaging architecture that captures more value as our customers grow.

This role demands both strategic vision and hands-on execution. You'll develop positioning frameworks, build sales decks for strategic deals, and pressure-test new pricing tiers.

What you'll do

Define and own the upmarket segment

• Sharpen Boulevard's upmarket ICP across our core verticals
• Map buying committee dynamics: economic buyers, operators, franchisees, and decision influencers
• Develop clear POV on segment priorities: what they care about and what they need from a platform like Boulevard

Build the upmarket narrative

• Craft the definitive positioning story that establishes Boulevard as the platform of choice for sophisticated operators, articulating how our full platform delivers cohesive value for scaled businesses
• Develop sharp messaging, competitive positioning, and proof points tailored to enterprise evaluation criteria

Partner deeply with GTM and deliver tools that drive deals

• Equip sales with segment-specific tools, presentations, messaging and collateral that move upmarket prospects from awareness through conversion
• Partner directly with enterprise sales team: Join strategic calls, customize materials, and refine approach based on real-world signals and buyer feedback
• Develop proposal templates, scripts, and objection handling that sales teams trust and use consistently. Partner with enablement teams to bring it to frontline teams

Architect pricing and packaging across every segment

• Working hand-in-hand with the Finance and Strategy teams, you’ll co-own Boulevard's pricing and packaging strategy across SMB, mid-market, and enterprise.
• Translate market intelligence, competitive analysis, and customer value data into clear recommendations on tiering, value metrics, and price points that capture more value as our customers grow
• Partner with Finance, Product, Growth and Sales to design, test, and roll out pricing and packaging changes, with the discipline to measure impact and iterate

Influence product strategy for upmarket buyers

• Work closely with GTM teams to capture and prioritize scattered product requirements from upmarket prospects, consolidating insights to build a clear view of capabilities needed to win this segment
• Bring structured market and buyer insights into R&D roadmapping discussions, advocating for the capabilities that matter most to this segment
• Ensure new features are sequenced, framed, and released in a way that reinforces the platform story

What success looks like

• Sales consistently uses and trusts the upmarket narrative and enablement assets
• Measurable improvement in pipeline conversion, win rate, and deal quality within the segment
• Product decisions increasingly reflect upmarket priorities without compromising platform coherence
• Boulevard is positioned in the market as a credible, premium platform for scaled operators
• Boulevard has a clear, defensible pricing and packaging architecture and a repeatable operating model behind it, capturing more value as customers grow and as we move upmarket

What you bring

• 5+ years of product marketing experience, with significant time spent marketing and selling into mid-market and/or enterprise buyers in vertical SaaS
• A track record of building positioning, narratives for complex, multi-product platforms — not just feature-level messaging
• Fluency in enterprise GTM motions: buying committees, longer cycles, proof-driven evaluations, executive-level conversations, and committee-driven objection handling
• Deep experience designing enterprise sales tools like pitch decks, platform walkthroughs, and value/ROI proof points, that equip sellers to show platform depth, defend price, and earn conviction from sophisticated buyers
• Experience marketing platform APIs and integrations to enterprise audiences — translating technical depth into commercial value and positioning the product as an open, extensible layer in a modern tech stack
• Direct experience leading pricing and packaging in a SaaS context, including building or evolving tiers, pricing models, and value metrics. You bring both the analytical rigor to defend a recommendation with data and the commercial judgment to know when the data isn't enough
• Demonstrated ability to influence product direction through structured market insight, not just advocacy
• Confident, precise communication skills and the ability to tell a really clear story
• Range: you can hold your own with executives in the morning and with AEs on a deal review by the afternoon
• You thrive in situations where there’s no playbook. You’re comfortable building the plane while flying it, leading in ambiguity, and taking an iterative approach to break down blockers.

Bonus points

• Experience in franchise or multi-location business models
• Experience in vertical SaaS, particularly in selfcare (medspa, salon, or spa industries)
• Previous PMM experience at companies that successfully moved and/or served enterprise customers
• Hands-on experience with enterprise sales tools and methodologies

How we'll take care of you:

At Boulevard, we work hard to structure compensation in a way that balances internal equity with local market competitiveness, and we’re happy to share a good-faith estimate of the base salary range for this role. For candidates in NYC, the SF Bay Area, and Seattle, the anticipated base salary range is $123,000-$154,000 per year. For all other U.S. locations, the anticipated base salary range is $112,000 - $154,000 per year. In addition to this base compensation, this role may be eligible to participate in a variable compensation program. Final compensation will vary based on a variety of factors, which include but are not limited to applicable experience, location, and final leveling.

In addition to the wonderful people you’ll get to work with and challenging projects that’ll push you - Boulevard is here to make sure you’re always at the top of your game emotionally, mentally, and physically.