Vice President, DTC & eCommerce

Fellow makes beautifully functional tools for any kitchen, designed in San Francisco and used around the world. We’re looking for a Vice President of DTC & eCommerce to lead our global direct-to-consumer business, owning performance reporting, growth marketing, digital product direction, and cross-functional coordination.

About the Role

This role reports to the CMO and partners closely with Finance, Brand, Marketing, Product, and Operations. Based in our San Francisco, CA office, it requires regular in-office presence in accordance with company policy.

Responsibilities

• Performance & Strategy
  • Own weekly and monthly DTC performance reporting — diagnose what's working and what's not, and drive the team to act on it
  • Maintain and evolve the top-down revenue forecast; reconcile monthly with the agency's bottom-up model and Finance's SKU-level basket model
  • Lead monthly financial review preparation for DTC — build the narrative that connects P&L results to operational drivers
  • Drive annual and ongoing strategic planning for the DTC channel
  • Leverage AI to automate reporting and elevate the quality of our analysis
• Growth Marketing
  • Serve as the internal owner of growth marketing; manage the relationship with the performance marketing agency
  • Oversee the creative production pipeline across internal teams and external partners
  • Own paid media strategy, spend allocation, attribution, and performance accountability
• Lifecycle/Retention
  • Lead the partner lifecycle marketing strategy across onboarding, activation, engagement, growth, advocacy, and retention
  • Create personalized engagement strategies across digital, email, web, portal, event, and community channels
  • Use data and insights to deliver more relevant content, experiences, and calls to action for different partner audiences
• Team & Channel Leadership
  • Lead and develop the DTC team across CRM/retention, site merchandising, SEO, and digital product
  • Facilitate weekly team cadence — not just status updates, but problem-solving and prioritization
  • Manage vendor relationships and tech stack decisions (reviews platform, email/SMS, accessibility, dev partners, etc.)
  • Be the cross-functional connective tissue — advocate for DTC resources, resolve blockers, and drive urgency when needed
• Analytics & Data
  • Drive complex analyses: new vs. repeat customer dynamics, cohort behavior, LTV modeling, and product family performance
  • Leverage BigQuery, Amplitude, Looker, and Shopify data to inform decisions
  • Build and maintain automated reporting workflows, integrating AI into everyday processes

Requirements

• 10+ years of experience in DTC e-commerce, with at least 2–3 years in a leadership role owning a P&L or channel
• Deeply analytical — you can build and maintain financial models and instinctively reach for data to drive decisions
• Managed performance marketing agencies and understand the mechanics of paid media, attribution, and creative production
• Translate data into narrative and narrative into action — you don't just report numbers, you drive outcomes
• A strong cross-functional operator who can influence without authority and drive urgency when it matters
• Experience managing and developing a team, helping individual contributors grow into more strategic thinkers
• Constantly exploring how to leverage AI tools to work smarter and move faster
• Thrive in a fast-paced, resource-constrained environment where you wear many hats
• Genuinely care about premium consumer products (coffee enthusiasm is a big plus)
• Ideally have global DTC experience

Benefits

• Competitive compensation including employee equity plan
• Generous paid time off plan
• 401k with company contribution after 6 months of employment
• Medical/dental/vision insurance
• Better Yourself Wellness credit & Better Your Community donation matching
• Monthly Fitness Stipend
• Summer Fridays
• Paid Parental Leave
• Generous discount on Fellow products
• Best coffee anywhere

Pay

Salary Range: $260,000–$275,000 (final offer dependent on level and experience). Plus, bonus and equity package.