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Twelve Labs is building the intelligence layer for video understanding using multimodal AI models that process sight, sound, and motion at production scale. The company has raised over $200M from top-tier VCs (Index Ventures, NEA) and strategic investors (Nvidia, Amazon), with headquarters in San Francisco and offices in Seoul, New York, and London.
You will lead the creation of Twelve Labs' application layer—turning their foundational video AI infrastructure into user-facing products that deliver step-change improvements in customer experience. This is a builder-GM role combining customer discovery, product strategy, engineering collaboration, and team building. You will own the full journey from identifying use cases through customer discovery, rapid prototyping, product definition, engineering, launch, and growth.
Key responsibilities include: setting strategy for which users and workflows to serve; conducting direct customer discovery and market testing to find a focused wedge; shipping AI-native applications for non-technical users with rigorous evaluation criteria and launch guardrails; owning full outcomes including activation, engagement, retention, and monetization; building fast learning loops between users and product; acting as the demanding internal customer for platform and model teams; partnering across Design, Research, Engineering, Product, Commercial, and Partnerships; and recruiting and leading a lean, high-performing team.
You should have 12+ years of experience across product and product leadership roles, ideally at early to mid-stage software companies. You've built and grown products from zero to meaningful adoption and can articulate what users did, what changed, and where you were wrong. You have exceptional product judgment, technical fluency to work directly with engineers on architecture and model behavior (without needing to be the strongest engineer), and deep understanding of AI-native product realities including probabilistic behavior, evaluation design, trust, human review, and quality/latency/cost tradeoffs. You understand growth as part of product, recruit strong early-stage teams, stay close to the work through direct user contact and data inspection, move quickly without confusing activity with progress, and communicate clearly across technical and go-to-market functions.
