Head of Social Live Commerce & Programming in New York, New York at VeeFriends LLC

VeeFriends is a modern entertainment and consumer products company built around a universe of characters created by Gary Vaynerchuk. Through collectibles, trading cards, apparel, experiences, publishing, and digital content, VeeFriends is building one of the most engaged communities in the world.

As we continue to expand our commerce ecosystem, we’re looking for a leader to build and scale our next generation of live and social commerce experiences.

VeeFriends is seeking a Head of Live Commerce & Programming to lead the strategy, production, and execution of our livestream commerce ecosystem across channels including Whatnot, TikTok Shop, eBay, and emerging platforms and live marketplaces.

This role sits at the intersection of entertainment, merchandising, production, and sales.

The ideal candidate understands that live commerce is not simply content—it is programming. They know how to create repeatable formats, build talent, drive conversion, and develop commerce experiences that audiences return to week after week.

This person will own the development of a scalable live commerce engine capable of supporting product launches, community engagement, creator partnerships, and long-term revenue growth.

• Develop and own VeeFriends’ live commerce roadmap across all channels.
• Establish recurring programming formats, launch calendars, and show concepts.
• Identify emerging opportunities across livestream and social commerce platforms.
• Partner with leadership to align programming with broader commercial objectives.

• Oversee end-to-end livestream production, including run-of-show development, scripting, product sequencing, and show flow. VeeFriends aspires to break the barrier of traditional “break” formats, common in Collectibles categories
• Build repeatable production processes and operating procedures.
• Manage studio operations, equipment, vendors, and production resources.
• Ensure shows balance entertainment value with commercial performance.

• Own key performance metrics, in partnership with Merchandising and Commercial team Leaders, including GMV, conversion, audience growth, and engagement.
• Collaborate closely with merchandising and inventory teams to align programming with product availability and launch priorities.
• Analyze performance and continuously optimize content formats and selling approaches.

• Recruit, coach, and develop hosts, creators, and guest personalities.
• Establish best practices around presentation, storytelling, and audience engagement.
• Manage relationships with creators and external production partners.

• Partner closely with Creative, Marketing, Product Development, Merchandising, Supply Chain, and Community teams.
• Ensure programming calendars align with product launches, campaigns, and events.
• Identify risks, resource needs, and opportunities to improve execution.

• Hire and develop future production and commerce team members.
• Evaluate tools, technologies, and external partners that enhance our capabilities.
• Create a long-term foundation for VeeFriends to become a category leader in live commerce.

• 8+ years of experience in live production, programming, commerce, or content operations.
• Experience managing commercial or revenue-generating content initiatives.
• Demonstrated success leading cross-functional teams and complex productions.
• Strong understanding of conversion-driven storytelling and audience engagement.

• Experience at, or closely partnering with, organizations such as Whatnot, TikTok Shop, Amazon Live, QVC, HSN, live shopping agencies, or creator commerce businesses.
• Experience producing livestream commerce events.
• Experience managing hosts, creators, or on-air talent.
• Familiarity with collectibles, entertainment IP, gaming, or fandom-driven communities.
• Experience building new functions or operating in entrepreneurial environments.

After 12 months, this leader will have:

• Built a repeatable live commerce operating model.
• Established a consistent programming calendar.
• Developed a roster of hosts and creators.
• Increased audience engagement and commerce performance across platforms.
• Created scalable systems capable of supporting future growth.

At VeeFriends, we believe the future of commerce is entertainment—and the future of entertainment is community.