The roleEvery product we ship has a story that starts long before the launch post and keeps running long after. Today those stories get told in bursts: a launch, a demo, a thread. We believe our storytelling should be more holistic, encapsulating an entire product business area, and overarchingly strategic. You will own the evergreen corner of product storytelling at fal: the full arc from "we're thinking about building this" through launch and beyond, to ensure stories keep compounding to keep a product alive and relevant.
This role is a blend that is newly evolving in the age of AI (part product marketer, part creative engineer, part evangelist). You write and create assets, but you also build. You can read create technical docs, become a product expert, then explain to an enterprise buyer why it matters, without borrowing an engineer's afternoon to do it.
What you'll ownThe product narrative strategy, end to end. Every product line and every model family on the platform has a story: what it unlocks, who it's for, what people are making with it, and what someone should do next. You're accountable for that story existing, being current, and being consistent everywhere it shows up. You're in the room before a launch is scoped and still on it a year later.
Demos and tutorials. You build them. Working code, real outputs, reproducible. These get used across nurture sequences, sales conversations, docs, and events. These are sometimes generic, sometimes built for a single named account.
The site's product surface. Industry pages (you'll create them from scratch), product pages, use-case pages, and every addition to what already exists. You'll decide what needs to exist, propose innovative campaigns to amplify a product's existence.
Terminology and messaging architecture. You are the final word on how we name and describe what we've built across product, site, docs, and sales collateral. To be clear: this is not a UX copy queue. An LLM can draft microcopy. What it can't do is hold the whole system in its head, catch the place where we've called the same thing three different names, and decide which one wins.
Amplification of other teams' work. Design ships something beautiful, Eng ships something fast, Product ships something nobody outside the company understands yet. You find those moments and turn them into stories that reach people.
Where you sitWithin fal's innovative Storytelling function, between Design, Product, Marketing, GTM, and Engineering servicing all functions. You'll spend your week pulling context from every one of those teams and converting it into artifacts. The work is measured heavily against enterprise and commercial conversion: this is a revenue-facing storytelling role, as well as a brand-awareness one.
You're probably a fit if you- Have shipped product marketing or developer-facing content for a technical product, and can point to work that moved pipeline.
- Edit cleanly and quickly, and can hold a sharp point of view about words.
- Are technically proficient enough to work independently: comfortable in an API reference, a terminal, and a notebook; can build and debug your own demos.
- Understand generative media: diffusion and video models, inference economics, why latency and throughput matter to a customer
- Have a discernment level that holds up next to the work our Design team ships
- Operate without a brief. This function is new. Much of the job is noticing what's missing and building it before anyone asks
Nice to have- Experience selling to or marketing at enterprise creative teams, agencies, or studios
- Frontend chops: you can put a demo behind a real interface
What this isn't- A launch-comms or copywriter role.
A pure writing role. If you don't want to build, this will frustrate you.
LocationWhat we offer at fal- Interesting and challenging work
- A lot of learning and growth opportunities
- We are currently hiring in downtown San Francisco.
- We offer relocation assistance to San Francisco.
- Health, dental, and vision insurance (US)
- Regular team events and offsites
