Director of Performance Marketing

Director Of Performance Marketing

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.

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.

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.
• 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 channelmessage 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 :

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.