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 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.

• 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

• 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

• 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.

• 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

• Drive complex analyses: new vs. repeat customer dynamics, cohort behavior, LTV modeling, and product family performance
• Leverage Big Query, Amplitude, Looker, and Shopify data to inform decisions
• Build and maintain automated reporting workflows, integrating AI into everyday processes

• 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…