Meet Boulevard
Our story
What started as an idea for a modern appointment scheduling solution for salons and spas has evolved into an innovative client experience platform, complete with seamless scheduling, intuitive business management, automated email marketing, and reliable payment processing – all in one convenient place.
Before launching Boulevard 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, medspas, barbershops, and more.
This industry has traditionally been underserved when it comes to tech and support. We’re on a mission to change that. Today, Boulevard serves the needs of self-care businesses of all sizes – single or multi-location entrepreneurs, enterprise customers, and modern franchises ready to make their mark. We strive to give our customers the same incredible service and feeling they provide to their clients.
Originally founded in LA, Boulevard is now fully remote and united in our love of helping those who help us look and feel our best. Together, we're reinventing how tech can enable our customers to give their clients more of those magical moments that matter. And we’re just getting started.
Our values
Act like an owner
Owners sweep the floors, not because it's in their job description but because they do what needs to be done. We are passionate about our craft, take accountability, operate with grit and resourcefulness, and strive to always leave things better than we found them.
Cherish the customer
Creating additional value for customers is at the center of every decision we make as a team. We see ourselves as stewards of our customers' businesses and immerse ourselves in their day-to-day world. We deeply partner with them to help solve their challenges and unleash their full potential.
Elevate the industry
We don't just serve the self-care industry; we're part of it. Our commitment extends beyond mere participation – we advocate for its advancement and progress. We believe that self-care businesses deserve recognition for their critical role within society, and we do our part to help make sure that happens.
Know your sh*t
Our industry demands substance. So do we. We hold ourselves to an increasingly high bar, and we don't apologize for it. We thrive on having an exceptionally talented team of ambitious, curious, and clever humans who obsess over the details, solve big, sometimes hairy problems, and care about the "why" behind everything they do.
Show up with style
In our industry, style matters (and we're not just talking about hair!). We believe our technology should be beautiful, and our service should have a certain je ne sais quoi. Whether designing a new feature or onboarding a new customer, we always show up as our best selves. You'll see a dash of flair, a sprinkle of humor, and a personal touch in everything we do.
Make an impact
Our success is predicated on the impact we have on our customers. If we're not delivering remarkable results, we're not actually delivering. We operate with urgency, act with intention, work with purpose, and focus on what matters most. Our customers have big plans for their businesses; we've got big plans for ours.
Do the right thing
We are driven to win and take calculated risks, but we always operate with integrity. We do the right thing even when it's super hard or when it may go unnoticed. We own our mistakes and always make things right. We're in this for the long haul and are committed to building a beloved, enduring brand.
Be kind and direct
We have a big heart, and it shows in our actions. We are thoughtful in our delivery, listen with self-awareness, seek out feedback for ourselves, and address small things before they become big things. Brilliant jerks and drama queens will be asked to sashay away.
Thrive together
Individually, our potential is limited. Collectively, it's limitless. We are committed to the success of those around us — our colleagues, our customers, and the entire self-care community. We treasure learning, empathy, inclusion, and trust. We create an environment where we can all do the best work of our lives and have fun doing it.
Boulevard by the numbers
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Our leadership
Matthew Danna
(he/him)
Co-Founder | CEO
Matt oversees all aspects of Boulevard’s business operations while setting the vision and strategy for both short- and long-term company growth. Passionate about the intersection between design and technology, Matt has spent his entire career building technologies to empower creative professionals. Before co-founding Boulevard in 2016, Matt was head of product for the LA-based talent agency Wasserman. His career also includes product leadership positions with Awesomeness, a multi-media platform company, and the global media company Fullscreen. Matt holds a Bachelor of Science in Information Technology and Human-Computer Interaction from the Rochester Institute of Technology. His go-to self-care routine is a scissor-over-comb haircut every 3 weeks and a double process every 6 weeks to get his level 1 hair to level 10 – along with the occasional deep tissue massage and facial.
Sean Stavropoulos
(he/him)
Co-Founder | CTO
Sean leads the company’s various technical teams while establishing its strategic product vision. Before co-founding Boulevard in 2016, Sean was vice president of engineering at Fullscreen, where he oversaw the technical design and development of the company’s core technology and payments products. His career also includes a stint as a systems engineer for Honeywell Aerospace. Sean holds a Bachelor of Science in Aerospace Engineering from Cal Poly, San Luis Obispo. His go-to self-care routine is a deep tissue massage.
Terri Avnaim
(she/her)
CMO
Terri oversees all aspects of marketing and communications for Boulevard. Before joining Boulevard, she was the chief customer and marketing officer at Sauce Labs, a leading provider of testing solutions for software developers. Her career includes numerous roles with enterprise technology leaders, including vice president of marketing at Predixion Software, Inc., executive director of marketing at Dell, and vice president of corporate and field marketing at Quest Software, where she helped the company through a period of explosive growth culminating in its $2.4B acquisition by Dell. Terri holds a Bachelor of Arts from Saint Mary’s College of California. Her go-to self-care routine includes putting collagen in her coffee (itself a key part of the routine!) and making it a point to get treated by at least one Boulevard customer every month.
Brian Kreiner
(he/him)
CFO
Brian oversees Finance, Business Operations, Accounting, and FP&A, as well as the People, Talent, and Data teams at Boulevard. Before joining Boulevard, he was CFO at Handshake and Convoy, and CEO of Cal Net Technology Group. Brian started his career as a management consultant and private equity investor. Brian holds an MBA from Stanford Graduate School of Business and a Bachelor of Arts in Economics and International Relations from Stanford. When not chasing his kids around, Brian’s go-to self-care routine is exercising in the morning and watching trashy reality television in the evening – though he has also recently discovered the joy of a sauna and steam.
Natalie Archibald
(she/her)
SVP of People & Culture
As SVP of People and Culture, Natalie cultivates high-performing and human-centric workplace cultures that create industry-defining success for mission-driven organizations. Before joining Boulevard, she was VP of People for the Legaltech unicorn Clio. Her 20-year career spans the public, private, and non-profit sectors and includes roles as a clinical counselor, executive coach, and non-profit leader. Natalie holds a master’s degree in counselling psychology from the University of British Columbia and is near completion of a doctorate degree in leadership studies. A resident of Vancouver, her go-to self-care routine involves cold plunges and sound baths for holistic well-being and bi-weekly nail art manicures to indulge creative expression.
Mik Lernout
(he/him)
SVP of Product & Engineering
Mik leads the product team for Boulevard, ensuring the company’s platform meets the evolving needs of its customers. Before joining Boulevard, he was Vice President of Product for Clio, a leading provider of cloud-based legal technology. He was previously the founder and CEO of Sales Prodigy, a mobile app built to help organizations tap into social selling opportunities. Under Mik’s leadership, the company was acquired by Hootsuite, where he then served for three years in leadership roles including Vice President of Product. His career also includes top-level product leadership positions with Dell and Make Technologies. He has recently added a moisturizer and SPF to his daily self-care routine and is very proud of that.
Brandon Roberts
(he/him)
SVP of Sales & Customer Experience
Brandon leads the Sales organization for Boulevard, overseeing its Sales Development, Account Executive, Revenue Operations, and Enablement teams. Prior to joining Boulevard, Brandon spent nearly a decade at Mindbody serving in a variety of sales leadership roles, including Senior Director of Global Sales Operations. His long history in the industry also includes a 2-year stint as the Senior Revenue Executive overseeing the fitness business at Xplor, where he helped drive its flagship offering to multiple years of triple-digit growth. A Cal Poly San Luis Obispo graduate, Brandon still resides in the area today with his wife and three kids. His go-to self-care routine is the mandatory hot towel treatment at his local barbershop after a classic scissor cut.
Justin Aragon
(he/him)
General Counsel
Justin leads the legal function for Boulevard, helping empower the business to make informed, calculated choices that enable both the company and its customers to thrive. Justin focuses on collaborative, creative, and ethical decision-making while championing diversity and inclusion as core tenants to the health and success of organizations. Before joining Boulevard, Justin was the General Counsel for ListReports, a leading real estate platform; before that, he led legal teams at Airbnb and Electronic Arts. His go-to self-care routine includes hikes, time with his family, and a good book.
Lauren Nuttall
(she/her)
VP of People
Lauren leads the People Operations team responsible for defining and implementing a world-class employee experience for all Boulevard team members and nurturing the open, inclusive, and transparent culture for which the company is known. Prior to joining Boulevard, she was the Director of Workplace Services for Starz. Her career also includes a stint as Head of People Operations and Culture at Omnia Media and as Manager of Worldwide Employee Experience programs at Hulu. Lauren holds a Bachelor of Fine Arts from the Massachusetts College of Art and Design. Her go-to self-care routine includes a monthly facial, regular walks with her puppy, and at least 7 hours of sleep a night.
Travis Baker
(he/him)
VP of Talent Acquisition
Travis leads the Talent Acquisition team, a group of amazing humans accountable for introducing exceptional talent to leaders within Boulevard. Prior to joining Boulevard, Travis established and scaled the Technical Recruiting team at Zoom in addition to architecting their sourcing and candidate generation engine. Having spent most of his career in Technical Recruiting at various high-paced start-ups, he's overjoyed to lead the complete Talent Acquisition offering at Boulevard. Travis graduated from Ball State University with a degree in Entrepreneurship where he focused on early-stage business fundamentals. When he has "me" time away from his family of four (plus, two fur babies), his go-to self-care routine is to get the longest massage he can negotiate time for.
Tannya Bautista
(she/her)
VP of Partnerships
Tannya leads Boulevard’s enterprise sales efforts and is a trusted advisor to the company’s biggest partners, working hand-in-hand to provide strategic guidance that helps make their businesses more efficient. Before joining Boulevard, Tannya was Director of Sales at SoundHound, where she was integral in helping the company win its first enterprise brands and identify partnership opportunities that led to market expansion and revenue growth. Across nearly two decades of experience in sales and partnerships, Tannya has helped numerous early-stage technology companies move toward acquisition or IPO, including MOG (acquired by Apple), Responsys (acquired by Oracle), and SoundHound. After living in San Francisco and Los Angeles, she moved to New York City in pursuit of new adventures for her family. Her go-to self-care routine entails acupuncture and microcurrent facials.
Bernice Brennan
(she/her)
VP of Growth Marketing
Bernice leads the Growth Marketing team at Boulevard, managing the company’s digital presence as well as outbound marketing and customer growth initiatives. Prior to joining Boulevard, Bernice was the Director of Demand Generation for Dun & Bradstreet, where she was responsible for SMB to Enterprise demand gen for the company’s credit data division. Her career includes leadership positions at both early-stage startups and established market leaders. Bernice holds a Bachelor of Arts degree from California State University, Fullerton. Her go-to self-care routine includes sneaking away from her hubby and two boys for a massage and facial.
Gideon Hyman
(he/him)
VP of Strategy and Business Operations
Gideon leads Boulevard’s Strategic Finance and Business Operations teams. Before joining Boulevard, Gideon was a management consultant at Bain & Company, leading strategy projects for Fortune 500 corporations and private equity firms. Gideon holds an MBA from UCLA Anderson and a Bachelor of Arts in Business Economics from the University of California, Santa Barbara. A typical Californian, Gideon’s ideal self-care routine includes a morning surfing session and post-surf massage.
Do we share similar values?
If you're ready to do the best work of your life, we'd love to speak with you!