Vice President, DTC & eCommerce

Fellow•San Francisco, CA

5d•$260,000 - $275,000•Onsite

About The Position

Fellow is seeking a Vice President of DTC & eCommerce to lead its global direct-to-consumer business. This role will be responsible for performance reporting and forecasting, growth marketing strategy and agency management, digital product direction, and cross-functional coordination. The position involves building and leading a team focused on CRM, site merchandising, SEO, and digital product, while also driving analytical and strategic initiatives. This role reports to the CMO and collaborates closely with Finance, Brand, Marketing, Product, and Operations. The position is based in San Francisco, CA, requiring 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
Instinctively reach for data to drive decisions
Experience managing performance marketing agencies, understanding paid media, attribution, and creative production
Ability to translate data into narrative and narrative into action
Strong cross-functional operator who can influence without authority and drive urgency
Experience managing and developing a team, helping individual contributors grow
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
Regular in-office presence in San Francisco, CA

Nice To Haves

Coffee enthusiasm is a big plus
Ideally have global DTC experience

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 it with agency and Finance models.
Lead monthly financial review preparation for DTC, building narratives that connect 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 all stages of the customer journey.
Create personalized engagement strategies across various digital channels.
Use data and insights to deliver more relevant content and experiences for different partner audiences.
Lead and develop the DTC team across CRM/retention, site merchandising, SEO, and digital product.
Facilitate weekly team cadences focused on problem-solving and prioritization.
Manage vendor relationships and tech stack decisions.
Act as the cross-functional connective tissue, advocating for DTC resources, resolving blockers, and driving urgency.
Drive complex analyses such as 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.