Vice President, DTC & eCommerce

About Fellow

We believe that the act of making should be meaningful and fulfilling, done with intention and precision. Fellow makes beautifully functional tools for any kitchen, designed in San Francisco and used around the world. When the simple motions of life become small moments of joy, that's Everyday Magic.™

We’re looking for a Vice President of DTC & eCommerce to be the operating leader of Fellow's global direct-to-consumer business. You'll own the full picture — performance reporting and forecasting, growth marketing strategy and agency management, digital product direction, and the cross-functional coordination that keeps a fast-moving e-commerce business running.

You'll help build and lead a capable team (CRM, site merchandising, SEO, digital product) across internal and external partners while personally driving the analytical and strategic work that shapes how the business grows. This role reports to the CMO and partners closely with Finance, Brand, Marketing, Product, and Operations.

This role is based in our San Francisco, CA office and requires regular in-office presence in accordance with company policy. 

What You'll Do

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

Qualifications

• Have 10+ years of experience in DTC e-commerce, with at least 2–3 years in a leadership role owning a P&L or channel
• Are deeply analytical — you can build and maintain financial models and instinctively reach for data to drive decisions
• Have managed performance marketing agencies and understand the mechanics of paid media, attribution, and creative production
• Can translate data into narrative and narrative into action — you don't just report numbers, you drive outcomes
• Are a strong cross-functional operator who can influence without authority and drive urgency when it matters
• Have experience managing and developing a team, helping individual contributors grow into more strategic thinkers
• Are 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

Why You'll Love This Role

• A creative, fast-moving environment where ideas turn into action
• 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

Salary Range: $260,000–$275,000 (final offer dependent on level and experience). Plus, bonus and equity package. We intentionally publish salary ranges to promote transparency and set clear expectations. Final compensation is determined based on a number of factors, including relevant experience, skills, expertise, scope of previous work, demonstrated impact, and internal equity. As a result, not every candidate will be hired at the top of the range.

Our highest goal at Fellow is creating a safe, inclusive, and rewarding environment where everyone can bring their whole selves to work and thrive. We are committed to building diverse teams and strongly encourage people from underrepresented groups, including but not limited to women, people of color, LGBTQIA+ individuals, people with disabilities, members of ethnic minorities, foreign-born residents, and veterans to apply.

Fellow is an equal opportunity employer. Applicants will not be discriminated against because of race, color, creed, sex, sexual orientation, gender identity, gender expression, age, religion, national origin, citizenship status, disability, ancestry, marital status, veteran status, medical condition or any protected category prohibited by local, state or federal laws.