Responsibilities

• Lead the content and campaign strategy for the upcoming e-moto launch in the US and EU — own the rollout across teaser, reveal, launch, and post-launch phases.
• Define and own Ristretto's content strategy for US and EU audiences across channels — editorial, social, YouTube, and branded video — aligned to business goals and brand voice.
• Build out our YouTube channel for Western audiences: program the content slate, including behind-the-scenes (BTS) series capturing the e-moto build, factory floor, ride tests, and the people behind the product.
• Lead, coach, and develop a team of 6 across content producers, editors, and creators; set priorities, review work, and grow the craft of the team.
• Build and maintain the content calendar; balance always-on storytelling with campaign moments and market-specific activations in the US and EU.
• Personally capture and edit content when needed — direct a shoot on location, film BTS at our production sites in China, cut a Reel, or give notes on a rough edit.
• Partner with marketing, brand, and product teams to translate business briefs into content that audiences actually want to engage with.
• Coordinate across our Austin, Hong Kong, and China offices — including on-the-ground shoots at production sites and working with internal partners across time zones.
• Set measurement frameworks; use performance data to iterate on formats, hooks, and channel mix.
• Own content budgets, production timelines, and the operational systems that keep the team shipping consistently.

Requirements

• 5+ years in content strategy, brand marketing, or editorial roles, with at least 2 years managing people.
• Proven track record leading content for a consumer-facing brand targeting US and/or EU audiences across multiple channels.
• Experience running a launch campaign end-to-end — you've shipped a product or brand moment and know how to build narrative momentum across phases.
• Hands-on production skills: you can shoot clean footage (including BTS on active production sites), direct a small crew, and edit in Premiere, Final Cut, or CapCut to a publishable standard.
• Experience programming and growing a YouTube channel — you understand what works for long-form, Shorts, thumbnails, hooks, and retention.
• Strong editorial instinct and writing ability — you can tighten a headline, rework a script, and brief a creator.
• Experience managing teams of 5+ and running content operations (calendars, workflows, review cycles).
• Comfortable operating across our Austin, Hong Kong, and China offices — this role involves cross-office coordination, time-zone flexibility, and regular travel to production sites.
• Experience with analytics tools (GA4, YouTube Studio, native platform insights) and turning data into content decisions.

Preferred

• Deep understanding of US and EU consumer culture, creator ecosystems, and platform norms.
• Background in mobility, EV, automotive, or hardware/product categories.
• Familiarity with motion graphics, color grading, or sound design.
• Experience working with manufacturing or production partners in Asia.