Sr. Director, Content Commerce, Robotics

Your Role

The Sr. Director, Content Commerce, Robotics builds and scales FF's content-driven sales motion for the Robotics business across livestreaming, short video, social commerce, and creator-led channels. Reporting to the UES Leader, this role turns Robotics content into a measurable revenue channel, owning the strategy, playbook, talent, and operating model that converts attention into purchase.

Key Responsibilities

• Content Commerce Strategy:

Additional information

Define the multi-platform content commerce strategy for Robotics across YouTube, TikTok, Instagram, Douyin, Xiaohongshu, Bilibili, and emerging surfaces.

• Livestreaming Operations:

Build the livestreaming sales engine - hosts, scripts, studios, calendar, and post-stream conversion infrastructure.

• Creator & KOL Program:

Design and operate a creator/KOL/KOC program that recruits, briefs, compensates, and measures third-party voices selling Robotics.

• Owned Content Studio:

Stand up an in-house content studio capability for product education, demo, storytelling, and high-velocity short-form output.

• Platform Partnerships:

Build deep partnerships with priority platforms to access creator funds, livestream slots, ad credits, and new commerce surfaces.

• Conversion Infrastructure:

Own the link, landing, deep-link, and one-tap-to-cart infrastructure that connects content surfaces to FF's ecommerce and direct sales channels.

• Pricing & Offer Management:

Coordinate with Ecommerce, Brand, and Finance on content-only offers, bundles, and live-room exclusives, protecting brand integrity and margin.

• Measurement:

Establish a content commerce measurement system covering GMV, conversion rate, content ROI, and creator unit economics.

• Compliance & Brand Safety:

Ensure all paid creator and live content meets FF's brand standards and complies with FTC, advertising, and platform policies in each market.

• Team Leadership:

Build a content commerce organization spanning livestreaming, creator partnerships, content production, and operations.

Basic Qualifications

• Experience:

Additional information

10+ years in content marketing, social commerce, or content-led DTC; at least 5 years operating revenue-bearing content commerce programs.

• Education:

Bachelor's degree in marketing, communications, business, or related discipline.

• Channel Track Record:

Demonstrated ability to scale a livestream or creator-led channel to meaningful GMV at premium ASP.

• Creator Network:

Existing relationships with creators, MCNs, and platform partner teams in priority markets.

• Content Sense:

Strong instinct for product storytelling, demo design, and content formats that convert.

• Leadership:

Experience leading multi-disciplinary teams across production, talent, and operations.

Preferred Qualifications

• Direct experience operating commerce across both US (TikTok Shop, YouTube Shopping) and Greater China (Douyin, Xiaohongshu, Tmall Live) ecosystems.
• Background in robotics, EV, or premium consumer tech content.
• Track record integrating AI tools into content production at scale.
• Bilingual (English / Mandarin) working capability.

Perks + Benefits

• Healthcare + dental + vision benefits (Free for you/discounted for family)
• 401(k) options
• Casual dress code + relaxed work environment
• Culturally diverse, progressive atmosphere