Lifecycle Marketing Manager - Onboarding & Activation

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 a Lifecycle Marketing Manager focused on onboarding and activation, you’ll own the early customer journey from close through first value. This role is centered on creating a product-led, customer centric onboarding experience that helps new customers feel confident, successful, and supported as they get up and running with Boulevard.

You’ll partner closely with Product, Onboarding, Enablement, and RevOps to design lifecycle programs that complement in-product experiences and live onboarding workflows. Your work will ensure that customers understand how to get started, know what success looks like, and reach activation as quickly and smoothly as possible.

You’ll be a strategic owner of our onboarding lifecycle systems, working closely with Ops and Data to ensure programs are timely, targeted, and grounded in real customer behavior. This role is ideal for someone who enjoys shaping early journey experiences, collaborating deeply with Product teams, and translating product usage signals into thoughtful lifecycle touchpoints.

What you’ll do here:

• Design and execute multi-channel onboarding and activation lifecycle programs (email, in-app, SMS, where appropriate) that guide customers from close to first value

• Own the onboarding lifecycle strategy, ensuring communications align with product-led onboarding flows and real customer behavior

• Partner closely with Product to support in product onboarding experiences, activation milestones, and education moments

• Collaborate with the Onboarding team to ensure lifecycle programs complement live onboarding workflows and reduce friction for new customers

• Define and optimize activation journeys based on product usage, setup progress, and engagement signals

• Build proactive nudges, reminders, and educational moments to support stalled or at-risk onboarding experiences

• Own lifecycle execution systems and campaign logic within Customer.io and Chameleon to ensure accurate targeting and reliable delivery

• Work closely with Ops and Data to align onboarding programs with customer data, lifecycle events, and infrastructure (Salesforce, Snowflake, etc)

• Establish and maintain a scalable onboarding lifecycle architecture that supports automation, segmentation, and testing

• Analyze onboarding and activation performance to improve time to value, engagement, and completion rates

• Collaborate with lifecycle counterparts (acquisition and adoption) to ensure a seamless transition across lifecycle phases

What you’ll need to thrive here:

• A strong customer-centric mindset with a passion for improving onboarding and early product experiences

• 3+ years in lifecycle marketing, product marketing, onboarding, or growth roles (preferably in SaaS)

• Proven experience building or supporting product-led onboarding or activation programs

• Comfort partnering closely with Product and Onboarding teams to shape customer journeys

• Strong technical fluency with Customer.io, Chameleon, and behavioral segmentation

• Ability to manage multiple initiatives across cross-functional teams while maintaining attention to detail

• Strong execution and measurement skills with experience launching, iterating, and optimizing lifecycle programs

Bonus points if you have:

• Experience working on product-led growth or activation-focused initiatives

• Familiarity with in-product onboarding patterns, walkthroughs, or experimentation

• Experience supporting implementation or onboarding teams in a SaaS environment

• Background in behavioral lifecycle triggers or early journey analytics

• Experience working with data teams to define activation metrics and onboarding success indicators

How we will 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 $103,000 - $129,000 per year. For all other U.S. locations, the anticipated base salary range is $86,500 - $111,240 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.

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

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

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

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💚 Family planning resources and specialized support programs.

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

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💅 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.