We9re looking for a
Vice President of DTC & eCommerce to be the operating leader of Fellow9s global direct-to-consumer business. You9ll 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.
You9ll 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 You9ll DoPerformance & Strategy- Own weekly and monthly DTC performance reporting - diagnose what9s working and what9s not, and drive the team to act on it
- Maintain and evolve the top-down revenue forecast; reconcile monthly with the agency9s bottom-up model and Finance9s 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 don9t 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 You9ll 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.
