About the RoleWe're looking for a
Senior Manager or Director of Integrated Brand Marketing to lead the strategy, planning, and execution of cohesive, multi-channel marketing programs - including integrated campaigns, GTM calendar, Influencer Marketing, and PR.
We're hiring this role with flexibility on level; final title and compensation will be determined based on experience, scope of prior ownership, and demonstrated leadership.This role shapes how Fellow shows up culturally, socially, and publicly. You'll lead the earned + creator ecosystem, ensuring influencer partnerships, press strategy, and integrated campaigns work together to drive brand awareness, relevance, and business impact.
You'll sit at the intersection of brand, growth, and storytelling - translating product innovation and creative ideas into integrated go-to-market plans across owned, earned, and paid channels. Whether you're stepping up into your first Director seat or you're an experienced Senior Manager ready to expand your scope, you'll find room here to do the best work of your career.
This role is based in our San Francisco, CA office and requires regular in-office presence in accordance with company policy. What You'll DoIntegrated Strategy & Planning- Lead Fellow's integrated marketing strategy, aligning brand, product, influencer, PR, digital, retail, and performance channels.
- Drive end-to-end campaign planning for product launches, seasonal moments, and key brand initiatives.
- Develop integrated briefs that unify Creative, Influencer, PR, Performance, E-commerce, and Retail teams.
- Define campaign objectives, KPIs, and success metrics across the full funnel.
Influencer Marketing (Direct Ownership)
- Lead Fellow's Influencer Program strategy and execution across platforms (Instagram, TikTok, YouTube, emerging channels).
- Build and scale a tiered creator ecosystem (nano macro cultural tastemakers).
- Oversee influencer sourcing, outreach, contracts, budgets, and usage rights.
- Ensure influencer content aligns with Fellow's premium, minimalist, design-forward brand.
- Partner with Performance Marketing to leverage creator content for paid amplification.
- Track and optimize influencer performance across CPM, engagement, content value, and downstream impact.
Public Relations (Direct Ownership, Agency Management)
- Drive Fellow's PR strategy, positioning the brand at the intersection of design, lifestyle, coffee culture, and innovation.
- Manage PR agency partners and/or internal resources.
- Lead press strategy for product launches, brand moments, partnerships, and cultural initiatives.
- Build and maintain strong media relationships across design, lifestyle, food & beverage, and business outlets.
- Ensure PR storytelling is integrated with influencer, social, and campaign narratives.
Campaign Execution & Budget Management- Oversee execution of campaigns across owned, earned, and paid channels.
- Ensure cohesive storytelling, timing, and messaging across influencer, PR, social, email, site, and retail.
- Partner closely with Creative to bring campaigns to life with consistency and craft.
- Drive flawless launch execution with clear timelines, milestones, and accountability.
Performance & Optimization- Track integrated campaign performance, synthesizing insights across influencer, PR, and paid channels.
- Balance brand health metrics (awareness, consideration, share of voice) with performance outcomes (traffic, conversion, revenue).
- Optimize campaigns based on data, testing new formats, platforms, and creator/media strategies.
- Build reporting frameworks that clearly communicate impact to leadership.
Team & Cross-Functional Leadership- Manage 1+ direct reports and agency partners, with potential to grow the team over time.
- Build scalable processes, playbooks, and calendars for integrated execution.
- Serve as a key connector between Marketing, Creative, Product, E-commerce, Retail, and Operations.
- Mentor and develop a high-performing, collaborative team.
QualificationsExperience- 6-12+ years of experience in integrated marketing, brand marketing, or growth marketing.
- Proven experience leading Influencer Marketing and PR for premium consumer brands.
- Strong track record of launching products and scaling integrated, earned-led campaigns.
- Experience managing budgets, teams, and agency partners.
Skills & Mindset- Strategic, creative thinker with strong operational discipline.
- Deep understanding of influencer ecosystems, media relations, and cultural marketing.
- Strong creative instincts with a sharp eye for design and storytelling.
- Data-driven and comfortable using insights to guide decisions.
- Exceptional communicator, relationship builder, and people leader.
- Thrives in fast-moving, highly collaborative environments.
Bonus Points- Experience in DTC or omnichannel retail.
- Background in design-led, lifestyle, or premium home brands.
- Passion for coffee, design, and elevating everyday rituals
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: $160,000-$190,000 (final offer dependent on level and experience). Plus, bonus and equity package.
