Director of Product Marketing

WHO WE ARE At Twelve Labs, we are pioneering the development of cutting-edge multimodal foundation models that have the ability to comprehend videos just like humans do. Our models have redefined the standards in video-language modeling, empowering us with more intuitive and far-reaching capabilities, and fundamentally transforming the way we interact with and analyze various forms of media. With a remarkable $107 million in Seed and Series A funding, our company is backed by top-tier venture capital firms such as NVIDIA’s NVentures, NEA, Radical Ventures, and Index Ventures, and prominent AI visionaries and founders such as Fei-Fei Li, Silvio Savarese, Alexandr Wang and more. Headquartered in San Francisco, with an influential APAC presence in Seoul, our global footprint underscores our commitment to driving worldwide innovation. We are a global company that values the uniqueness of each person’s journey. It is the differences in our cultural, educational, and life experiences that allow us to constantly challenge the status quo. We are looking for individuals who are motivated by our mission and eager to make an impact as we push the bounds of technology to transform the world. Join us as we revolutionize video understanding and multimodal AI. THE ROLE We're seeking a Director of Product Marketing who can translate breakthrough video AI technology into narratives that resonate, whether speaking to a developer integrating our APIs or a C-suite executive evaluating strategic infrastructure investments. You'll be the connective tissue between our world-class research, product innovation, and the stories that help developers and enterprises understand why video intelligence matters for their future. You'll craft narratives for foundation models, build positioning across verticals, and help us craft messaging that resonates with customers.Our products offer customers incredible power in understanding and using video, a key challenge today is helping customers see how that power solves their specific business problems. You'll bridge the gap between “What our Products do.” and “Why that matters for your business.” You'll work at the intersection of deep tech and human storytelling, making the complex compelling, the technical tangible, and the foundational aspirational. WHAT YOU'LL DO Narrative Architecture & Storytelling: Create and evolve TwelveLabs' messaging frameworks and product positioning, then collaborate to transform them into inspirational stories that resonate. You'll build both the strategic foundation (our category position, differentiation, product-to-company narrative) and partner with teams to bring it to life through executive keynotes, customer spotlights, social moments, and thought leadership that positions video intelligence as a movement, not just technology. Audience Messaging & Positioning: Develop messaging that speaks authentically to vastly different audiences: developers implementing APIs, government agencies evaluating video intelligence solutions, and media executives planning digital transformation. You'll create frameworks that maintain our core narrative while translating it into industry-specific language for Media & Entertainment, Government & Security, Technology, and emerging verticals. Product Launch Excellence: Lead end-to-end launch strategy and execution for model releases, API updates, and platform expansions. Creating comprehensive launch asset suites: technical whitepapers, demo videos, case studies, API documentation, executive summaries, sales enablement decks, and developer tutorials. Enterprise GTM & Sales Enablement: Develop enterprise messaging frameworks that connect product capabilities to business outcomes: ROI models, efficiency gains, competitive advantages to create sales enablement materials that help enterprise teams sell video understanding infrastructure: pitch decks, demo scripts, objection handling, ROI calculators, and proof-of-concept guides. WHAT YOU BRING Required: - 8+ years in Product Marketing, with at least 3 years marketing technical products (APIs, developer tools, AI/ML platforms, or infrastructure) - Proven storytelling ability: Demonstrated ability to create narratives that inspire and resonate emotionally, not just explain. You've created work that generated engagement: customer stories, brand campaigns, executive thought leadership, or social content that people actually shared and remembered - Multi-audience fluency: Demonstrated success creating messaging that resonates with both technical (developers, engineers, researchers) and business (executives, decision-makers) audiences - Launch track record: Led successful product launches for technical products with measurable impact on awareness, adoption, and pipeline - Technical aptitude: Ability to quickly understand AI/ML concepts, read research papers, understand API documentation, and engage credibly with engineering teams (you don't need to code, but you need to speak the language) - Narrative instinct: Natural storyteller who can find the human angle in technical features, the strategic insight in benchmarks, and the aspiration in infrastructure - Startup velocity: Comfortable with ambiguity, rapid iteration, and wearing multiple hats you thrive in 0-to-1 environments where you define the playbook Strongly Preferred: - Enterprise marketing experience, particularly selling to technical buyers (CTOs, VPs Engineering) and business buyers (COOs, Product leaders) simultaneously - AI research literacy: Can read and synthesize insights from academic papers (CVPR, NeurIPS, etc.) into market positioning - Experience marketing in competitive categories where differentiation requires nuance (not just "we're faster and cheaper") HOW WE WORK You'll partner closely with: - Head of Growth (your manager): Setting strategy for product launches, market positioning, and go-to-market execution across the growth organization - Product & Engineering: Translating product roadmap and technical capabilities into market-facing narratives - Developer Relations: Creating technical content and community engagement strategies - Sales & Partnerships: Enabling enterprise deals and strategic partnerships with messaging and materials - Communications: Aligning product stories with company narrative and external PR - Design: Ensuring visual storytelling matches the sophistication of our narrative work BENEFITS AND PERKS 🤝 An open and inclusive culture and work environment. 🧑‍💻 Work closely with a collaborative, mission-driven team on cutting-edge AI technology. 🦷 Full health, dental, and vision benefits ✈️ Extremely flexible PTO and parental leave policy. Office closed the week of Christmas and New Years. 🛂 VISA support (such as H1B and OPT transfer for US employees)