fal is the generative media ecosystem powering the next generation of AI products. We build the infrastructure, tools, and model access that teams need to move from idea to production, and do it at scale without compromise. For developers and enterprises, fal is the foundation that makes generative media not just possible, but practical: a unified platform where high-performance inference, orchestration, and observability come together to unlock new categories of AI-native products.

As generative media reshapes industries across a market projected to grow by hundreds of billions over the next decade, fal is becoming the ecosystem that ambitious teams build on.

The role

Every 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 own

The 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 sit

Within 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.

Location

San Francisco, CA

What 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

Compensation Range: $160K - $200K

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