Growth Marketing Manager - Lead Lifecycle & Marketing Automation

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.

As the Growth Marketing Manager for Lead Lifecycle & Marketing Automation, you will be responsible for designing, executing, and optimizing acquisition-focused marketing strategies using email/SMS marketing to engage and nurture leads through their entire journey—from initial awareness to conversion. You will leverage data-driven insights and marketing automation tools to craft personalized, impactful campaigns that drive leads down the funnel and turn leads/contacts into sales-ready opportunities. 

This role requires a combination of creative thinking, analytical expertise, and technical proficiency to enhance the buyer’s journey through relevant and personalized communications. This role reports to the VP of Growth Marketing and gets to contribute directly to Boulevard’s growth through revenue-driven marketing initiatives. 

What You’ll Do Here:

• Buyer Journey Mapping: Work on mapping the ideal buyer’s journey and improving lead touchpoints to ensure an engaging and seamless experience from first touch to conversion.
• Lead Funnel Strategy & Execution: Develop and implement comprehensive lead lifecycle marketing strategies focused on moving prospects through the funnel, from awareness to consideration and conversion.
• Campaign Development & Optimization: Develop automated email/SMS campaigns that nurture leads at each stage of the funnel. Partner with the content team to curate high-value, relevant content that resonates with leads at different stages in the funnel (blog posts, guides, case studies, testimonials, etc.) to improve lead conversion rates and customer acquisition costs.
• Continuous Improvement & Testing: Conduct A/B testing, multivariate testing, and other optimization efforts to refine messaging, offers, and creative elements across campaigns to improve lead conversion.
• Marketing Automation & Tools Management: Utilize marketing automation platforms (e.g Marketo) to execute, track, and optimize campaigns, ensuring smooth workflows and integration across platforms.
• Lead Scoring & Segmentation: Partner closely with Rev Ops and Marketing Analytics teams to enhance lead-scoring models that prioritize high-value leads. Utilize segmentation strategies to deliver personalized content and offers to the right leads at the right time.
• Funnel Analytics & Reporting: Monitor campaign performance and analyze key metrics such as lead progression (lead to qualified to demo conversion). Stay on top of reports and insights to optimize marketing strategies and enhance funnel performance.
• Collaboration Across Teams: Partner with content, product marketing, and sales teams to ensure marketing efforts are aligned with overall business objectives and deliver a seamless, consistent experience for leads as they move through the funnel

What You’ll Need To Thrive:

• Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
  
• Experience: Ideal candidates will have 5+ years of experience in lead lifecycle marketing (acquisition-focused) and funnel management in growth marketing or demand generation.
• Skills:
  • Proven track record of designing and execu