Director of Performance Marketing

Job description

Who is Boulevard?

Boulevard provides the first and only client experience platform for appointment-based, self-care businesses. We empower our customers to give their clients more of the magical moments that matter most.

Before launching in 2016, our founders spent months interviewing salon managers and working behind front desks to understand their pain points so we could design a modern, user-friendly platform that meets the unique needs of their business. Our roots may be in hair salons, but we are built for the broader self-care industry, including many types of salons, spas, medspa, barbershops, and more. Our technology not only helps our customers survive but thrive. Take a look at how we (and YOU) can make that happen.

We have an insatiable curiosity and embrace experimentation. We believe that simple solutions require the most sophistication, and we design each and every detail to maximize potential, power, and impact. Do our values match? Read through our story and what we value the most.

Our team values and celebrates our diverse backgrounds. Being open about who we are and what we do allows us to do the best work of our lives. We believe in equal opportunity for all, and you should too.

Come do the best work of your life at Boulevard.

We’re hiring an exceptional Director of Performance Marketing to design, execute, and scale full-funnel demand programs that fuel Boulevard’s growth. You will own our performance engine with a special emphasis on scalable digital demand capture that reaches SMB owners who do not live in typical B2B channels (e.g., LinkedIn). The right candidate will be energized by full ownership and accountability for how spend is allocated and redeployed to drive results.

You are a strategic leader who can set direction, manage a team and agencies, and dive into details when needed. You’ll collaborate with Content & Editorial, Brand & Creative, Product Marketing, Lifecycle/CRM, Operations, Enablement, and Growth to turn strong narratives and offers into measurable demand. As Boulevard evolves, you’ll partner with Growth to ensure performance marketing fuels our product-led and self-serve motions. You’re expected to have an outsized impact on growth and to over-achieve against outcome-based targets.

What You’ll Do

• Performance Strategy: Develop and run integrated digital programs tailored to our brick-and-mortar SMB audience that generate qualified pipeline, conversion, and revenue. Balance setting direction with rolling up your sleeves to make campaigns successful.
• Full-Funnel Demand Generation: Deliver qualified pipeline by owning marketing’s influence across the funnel – from demand capture through SQL and opportunity creation. Improve conversion rates and velocity through CRO, landing page testing, and nurture programs. Partner with Brand and Growth so top-funnel efforts connect to measurable demand.
• Channel Ownership & Expansion: Own and scale digital channels (SEM/SEO, paid social, programmatic, email/SMS, video). Pilot and grow new formats (e.g., YouTube, TikTok, CTV/OTT, affiliate) to maximize CAC efficiency for our hard-to-reach SMB audience. Collaborate with Growth on offline programs so paid and offline reinforce each other, and track cross-channel effects – including the halo of paid on branded and organic.
• Performance Creative: Refine channel–message fit through systematic channel × format × message × offer testing loops. Maintain a simple creative taxonomy and the latest and greatest tools (including AI-assisted workflows) to speed iteration while protecting our premium brand standards.
• AEO & Platform Evolution: Improve visibility on AI-driven answer surfaces via Answer Engine Optimization (content structure, schema, answer-friendly assets). Stay on top of new platform capabilities and shifts across Google, Meta, and others, and fine-tune campaigns – audiences, bidding, creative, and measurement – to capture upside and maintain CAC efficiency.
• PLG Collaboration: Help shape how performance marketing supports Boulevard’s emerging product-led motion. Today, that means reinforcing expansion programs with off-platform campaigns (e.g., retargeting existing customers to build awareness of additional products). Over time, it means exploring how self-serve and paid can work together to drive new customer acquisition.
• Budget & Forecasting: Own a performance budget tightly aligned to revenue and pipeline goals. Reallocate dynamically to prioritize CAC-efficient channels, maximize ROI, and hit quarterly pipeline and payback targets.
• Measurement & Experimentation: Define KPIs, build dashboards, and run disciplined tests (A/B, holdouts, geo-lift) to understand incrementality. Operate multi-touch attribution (HockeyStack) and a lightweight marketing mix model with Finance, Marketing Ops, and Analytics to guide budget shifts and identify channels that truly drive pipeline and efficiency.
• Martech & Analytics: Shape and leverage a stack anchored on Salesforce and Marketo, with the right attribution, analytics, and testing tools to maximize insight and efficiency. Partner with RevOps and Marketing Ops to ensure full visibility into marketing performance, enabling fast, reliable attribution, funnel analytics, and campaign reporting that support executive and frontline decisions.
• Collaboration & Alignment: Establish and run operating cadences with Sales, Finance, RevOps, and Marketing peers to align ICPs, offers, and pipeline targets. Set clear SLAs for execution – from asset creation to lead routing to post-campaign feedback on lead quality.
• Leadership: Build and manage a small but rapidly growing team, currently supported by agency partners. Set clear goals, coach for excellence, and foster a culture of curiosity, experimentation, and continuous improvement. Evaluate resourcing needs and bring capabilities in-house over time where doing so improves speed, quality, or unit economics.

What you’ll need to thrive:

• Experience: 8-10+ years in B2B demand gen/performance marketing within a sales-led motion, including growth-stage experience reaching low-awareness, hard-to-reach SMB audiences.
• Digital Acquisition Mastery: Hands-on across SEM/SEO, paid social, programmatic, email/SMS, and video, with a track record of launching and scaling net-new digital channels.
• Performance Creative DNA: You’ve built and scaled a creative testing system and can show evidence of what works, where, and why.
• AEO & Platform Fluency: Practical experience optimizing for AI-driven answer experiences and adapting to changing platform dynamics; you use creative and offers to attract ICPs and deter poor fits.
• Data-Driven Operator: Fluent in funnel KPIs, forecasting, CAC/CPL/ROAS, payback, and LTV:CAC; strong experiment design and incrementality skills.
• Martech & Analytics Leadership: Data is your love language. You’re fluent in the core B2B stack and partner with RevOps so data, attribution, and analytics unlock clarity, speed, and ROI. Comfortable self-serving in BI and spreadsheets.
• Budget Ownership: Proven track record of owning significant budgets, with full accountability for efficient deployment, reallocation, and ROI.
• Sales Partnership: Demonstrated success aligning with Sales leadership, SDRs, and RevOps on ICP, lead quality, routing, and pipeline targets.
• PLG Collaboration: Familiarity with PLG motions and partnering with Growth teams to connect paid and product-led strategies.
• Peer Network: Strong network among performance marketing leaders; you bring best practices and benchmarks to keep Boulevard current on what “great” looks like.
• Executive Communication: Ability to distill complex performance data into clear insights and recommendations for the executive team, and, over time, board-level stakeholders.

How we’ll take care of you:

Your starting total cash compensation for this role is between $168,000 - $240,000, depending on your current skills, experience, training, and overall market demands. This salary range is subject to change, and there is always room for growth and advancement.

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.

• ✨ We’ve got you covered with a 401(k) match plus dental, medical, vision, and life insurance.

• 🏝 Take a break whenever you need with our flexible vacation day policy.

• 🖥 Fully remote so you can choose where you want to work. You’ll receive a work from home stipend every month.

• 💚 Family planning resources and specialized support programs.

• 🔮 Equity: get ahead on the ground floor and grow with Boulevard.

• 💅 Boulevard Bucks Learning and Development program allows employees to explore businesses in the market we serve.

📲 We recommend following our official LinkedIn page to stay up to date on all things Boulevard life!

Boulevard Labs, Inc. is an Equal Opportunity Employer committed to hiring a diverse workforce and sustaining an inclusive culture. All employment decisions at Boulevard Labs, Inc. are based on business needs, job requirements, and individual qualifications, without regard to race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.