Principal Product Manager, Brewing

About Fellow

At Fellow, we're on a mission to help people brew ridiculously good coffee  we're more than just beautifully designed kettles and grinders—we're a brand built on innovation, community, and culture. We believe great coffee isn't just about the final cup; it's about the experience, the ritual, and the people who make it all happen.

At Fellow, we're on a mission to help people brew ridiculously good coffee  we're more than just beautifully designed kettles and grinders—we're a brand built on innovation, community, and culture. We believe great coffee isn't just about the final cup; it's about the experience, the ritual, and the people who make it all happen. We're looking for a Principal Product Manager to focus on and own our brewing category through future accessories and platform extensions.

You'll act as the "mini-CEO" of the category, owning the product vision, roadmap, and commercial outcomes across DTC, retail, and global markets.
This role is based in our San Francisco, CA office and requires regular in-office presence in accordance with company policy.

You thrive in highly cross-functional environments, operating at the intersection of coffee excellence, engineering, design, and business. You have translated customer insights and market trends into a clear product strategy, and you're comfortable making courageous tradeoffs between cost, features, and timelines. You excel at driving alignment from early concept through launch and post-launch optimization. As a senior individual contributor, you're confident in influencing decisions at the highest levels of the organization.

You're comfortable presenting to executives and board members, and you have collaborated with leaders across Product Engineering, R&D, Marketing, and Commercial teams.

• Product Vision & Strategy - Brewing
  • Own the end-to-end product vision and long-term roadmap for Fellow's brewing platform (machines, accessories, and ecosystem features).
  • Define what "Fellow-level brewing" means across performance, reliability, experience, and aesthetics—and translate that into clear product requirements.
  • Build and maintain a deep understanding of the brewing landscape (home and prosumer), competitive set, and emerging technologies.
• Customer & Market Insight
  • Drive qualitative and quantitative research with home baristas, prosumers, cafes, and partners to uncover needs, pain points, and opportunities.
  • Synthesize insights into clear problem statements and prioritized opportunities, balancing enthusiast feature asks with broad-market needs and price sensitivity.
• Roadmap, Requirements & Tradeoffs
  • Own PRDs and requirements from early concept through launch, working closely with R&D and Product Engineering.
  • Make explicit tradeoffs between cost, complexity, performance, and schedule; be the final decision-maker on feature set vs. price point for your product line.
  • Partner with Finance and Commercial teams to build and pressure test business cases, including forecast, margin, and portfolio positioning.
• Cross-Functional Leadership (IC, not people manager)
  • Lead cross-functional pods across R&D, Product Engineering, Firmware/Software, UX, Industrial Design, Operations, Marketing, CX, and Sales to deliver on roadmap goals.
  • Build tight partnerships with R&D on early concept development and coffee performance, with Product Engineering on execution, validation, and reliability, and with Software PM & UX on connected experiences.
  • Drive clarity, documentation, and decision-making so teams move quickly and stay aligned.
• Go-to-Market & Lifecycle Ownership
  • Own key elements of go-to-market strategy in partnership with Marketing, Sales, and CX (positioning, messaging, pricing, launch sequencing).
  • Define success…