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Boulevard is a client experience platform for appointment-based self-care businesses (salons, spas, medspa, barbershops). Founded in 2016, the company has established strong market position with small and mid-sized operators and is now expanding into the enterprise segment—multi-location operators with sophisticated buying processes and higher expectations for scale, reporting, and operational control.
You will be the product marketer who shapes how Boulevard wins in the enterprise segment. You'll be deeply embedded in commercial strategy for upmarket buyers, from positioning and narrative through sales enablement, deal support, and product influence. You'll become the internal expert this segment: the person product, sales, marketing, and executive teams rely on to understand what enterprise buyers care about, how they evaluate platforms, and what it takes to close them.
Key responsibilities include:
**Define and own the upmarket segment:** Sharpen Boulevard's upmarket ICP across core verticals (medspa, salon, spa). Map buying committee dynamics—economic buyers, operators, franchisees, decision influencers. Develop clear point of view on segment priorities and roadmapping.
**Build the overarching upmarket narrative:** Craft positioning that establishes Boulevard as the platform of choice for sophisticated operators. 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. Join strategic calls, customize materials, and refine approach based on buyer feedback. Develop proposal templates, scripts, and objection handling that sales teams trust and use consistently.
**Influence product strategy for upmarket buyers:** Work with GTM teams to capture and prioritize product requirements from enterprise prospects. Bring structured market and buyer insights into R&D roadmapping discussions, advocating for capabilities needed to win this segment.
Success means measurable progress: sales teams consistently use your messaging to win larger deals, enterprise buyers view Boulevard as a credible premium platform, win rates improve in the segment, and product decisions increasingly reflect upmarket priorities.
