Vice President, DTC & eCommerce

Fellow•San Francisco, CA

4d•Onsite

About The Position

Fellow is seeking a Vice President of DTC & eCommerce to lead the company's global direct-to-consumer business. This role involves overseeing performance reporting, forecasting, growth marketing strategy, agency management, digital product direction, and cross-functional coordination. The individual will build and lead a team focused on CRM, site merchandising, SEO, and digital product, while also driving analytical and strategic initiatives. This position reports to the CMO and collaborates with Finance, Brand, Marketing, Product, and Operations. The role is based in San Francisco, CA, with a requirement for regular in-office presence.

Requirements

10+ years of experience in DTC e-commerce
At least 2–3 years in a leadership role owning a P&L or channel
Deeply analytical with the ability to build and maintain financial models and use data to drive decisions
Experience managing performance marketing agencies and understanding paid media mechanics, attribution, and creative production
Ability to translate data into narrative and narrative into action
Strong cross-functional operator capable of influencing without authority and driving urgency
Experience managing and developing a team, fostering strategic thinking
Experience exploring and leveraging AI tools for efficiency
Ability to thrive in a fast-paced, resource-constrained environment
Genuine care for premium consumer products

Nice To Haves

Global DTC experience
Coffee enthusiasm

Responsibilities

Own weekly and monthly DTC performance reporting, diagnosing successes and failures, and driving team action.
Maintain and evolve the top-down revenue forecast, reconciling with agency and Finance models.
Lead monthly financial review preparation for DTC, connecting P&L results to operational drivers.
Drive annual and ongoing strategic planning for the DTC channel.
Leverage AI to automate reporting and enhance analysis quality.
Serve as the internal owner of growth marketing, managing the performance marketing agency relationship.
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 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 problem-solving and prioritization sessions.
Manage vendor relationships and tech stack decisions.
Act as cross-functional connective tissue, advocating for DTC resources, resolving blockers, and driving urgency.
Drive complex analyses including 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.