{"id":365321,"url":"https://alion.io/job/fellow-vice-president-dtc-ecommerce","title":"Vice President, DTC & eCommerce","company":{"id":456066,"name":"Fellow","domain":"fellowproducts.com","url":"https://alion.io/company/fellow-4","size_band":null,"is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Greenhouse","truth_index":{"grade":"B","score":75,"open_postings":4,"ghost_share":0,"stale_share":1,"repost_share":0,"time_to_fill_p50_days":null,"computed_at":"2026-10-31T05:58:55Z"}},"role":"Marketing","role_family":"Marketing","seniority":"head","employment_type":null,"work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["San Francisco, United States"],"countries":["US"],"hiring_countries":[],"hiring_countries_total":0,"salary":{"min":260000,"max":275000,"currency":"USD","period":"year","gross":null,"usd_annual":275000},"salary_estimate":null,"experience_years_min":10,"visa_sponsorship":false,"relocation_package":false,"has_equity":true,"technologies":[{"name":"Google BigQuery","optional":true},{"name":"Looker","optional":true}],"status":"live","first_seen_at":"2026-08-24T16:38:19Z","employer_posted_date":"2026-08-25","last_verified_at":"2026-10-31T23:46:03Z","board_verified":true,"closed_at":null,"days_open":68,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":68},"description":"About Fellow\nWe 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.™\nWe’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.\nYou'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.\nThis role is based in our San Francisco, CA office and requires regular in-office presence in accordance with company policy. \nWhat You'll Do\nPerformance & Strategy\nOwn weekly and monthly DTC performance reporting - diagnose what's working and what's not, and drive the team to act on it\nMaintain and evolve the top-down revenue forecast; reconcile monthly with the agency's bottom-up model and Finance's SKU-level basket model\nLead monthly financial review preparation for DTC - build the narrative that connects P&L results to operational drivers\nDrive annual and ongoing strategic planning for the DTC channel\nLeverage AI to automate reporting and elevate the quality of our analysis\nGrowth Marketing\nServe as the internal owner of growth marketing; manage the relationship with the performance marketing agency\nOversee the creative production pipeline across internal teams and external partners\nOwn paid media strategy, spend allocation, attribution, and performance accountability\nLifecycle/Retention\nLead the partner lifecycle marketing strategy across onboarding, activation, engagement, growth, advocacy, and retention.\nCreate personalized engagement strategies across digital, email, web, portal, event, and community channels.\nUse data and insights to deliver more relevant content, experiences, and calls to action for different partner audiences.\nTeam & Channel Leadership\nLead and develop the DTC team across CRM/retention, site merchandising, SEO, and digital product\nFacilitate weekly team cadence - not just status updates, but problem-solving and prioritization\nManage vendor relationships and tech stack decisions (reviews platform, email/SMS, accessibility, dev partners, etc.)\nBe the cross-functional connective tissue - advocate for DTC resources, resolve blockers, and drive urgency when needed\nAnalytics & Data\nDrive complex analyses: new vs. repeat customer dynamics, cohort behavior, LTV modeling, and product family performance\nLeverage BigQuery, Amplitude, Looker, and Shopify data to inform decisions\nBuild and maintain automated reporting workflows, integrating AI into everyday processes\nQualifications\nHave 10+ years of experience in DTC e-commerce, with at least 2-3 years in a leadership role owning a P&L or channel\nAre deeply analytical - you can build and maintain financial models and instinctively reach for data to drive decisions\nHave managed performance marketing agencies and understand the mechanics of paid media, attribution, and creative production\nCan translate data into narrative and narrative into action - you don't just report numbers, you drive outcomes\nAre a strong cross-functional operator who can influence without authority and drive urgency when it matters\nHave experience managing and developing a team, helping individual contributors grow into more strategic thinkers\nAre constantly exploring how to leverage AI tools to work smarter and move faster\nThrive in a fast-paced, resource-constrained environment where you wear many hats\nGenuinely care about premium consumer products (coffee enthusiasm is a big plus)\nIdeally have global DTC experience\nWhy You'll Love This Role\nA creative, fast-moving environment where ideas turn into action\nCompetitive compensation including employee equity plan\nGenerous paid time off plan\n401k with company contribution after 6 months of employment\nMedical/dental/vision insurance\nBetter Yourself Wellness credit & Better Your Community donation matching\nMonthly Fitness Stipend\nSummer Fridays\nPaid Parental Leave\nGenerous discount on Fellow products\nBest coffee anywhere\nSalary 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.\nOur highest goal at Fellow is creating a safe, inclusive, and rewarding environment where everyone can bring their whole selves to work and thrive. We are committed to building diverse teams and strongly encourage people from underrepresented groups, including but not limited to women, people of color, LGBTQIA+ individuals, people with disabilities, members of ethnic minorities, foreign-born residents, and veterans to apply.\nFellow is an equal opportunity employer. Applicants will not be discriminated against because of race, color, creed, sex, sexual orientation, gender identity, gender expression, age, religion, national origin, citizenship status, disability, ancestry, marital status, veteran status, medical condition or any protected category prohibited by local, state or federal laws.","description_format":"text","description_chars":5836,"description_truncated":false,"requirements":{"experience_years_min":10,"management_years_min":2,"team_size_min":null,"manages_managers":false,"education":null,"security_clearance":false,"languages":[]},"benefits":["401k plan","Equity","Parental leave","Vision insurance"],"hiring_locations":[],"hiring_excludes":[],"relocation_offered":false,"industries":["Food & Beverages","Kitchenware & Cookware"],"lifecycle":[{"event":"open","at":"2026-09-05T20:06:22Z"}],"visa":[],"liveness":{"score":16,"band":"cold","label":"Long shot","p_open":1,"p_active":0.579,"p_room":0.28,"age_days":67,"expected_fill_days":29,"reasons":["conf:0","win:tail","crowd:"],"computed_at":"2026-10-31T05:58:55Z"},"pay":{"stated_usd_annual":275000,"is_top_pay":true},"html_url":"https://alion.io/job/fellow-vice-president-dtc-ecommerce","json_url":"https://alion.io/job/fellow-vice-president-dtc-ecommerce.json","meta":{"generated_at":"2026-11-01T00:19:45Z","cache_seconds":300,"methodology":"https://alion.io/methodology","terms":"https://alion.io/terms","contact":"https://alion.io/contact","api":"https://alion.io/developers","about":"Alion is a live layer of people, companies and AI agents: who they are, whether they are real and active right now, what they do and how to work with them, readable by people and by agents and paid per call.","catalog":"https://alion.io/catalog.json","usage":{"tier":"crawler_verified","counted_by":"address","units_charged":1,"used_today":622,"day_limit":null,"remaining_today":null,"minute_limit":300,"resets_at":"2026-11-02T00:00:00Z"}},"offers":[{"id":"company.slices","title":"One company in depth, by slice","status":"live","price":{"credits":0.02,"usd":0.002,"plus_per_slice":{"credits":0.05,"usd":0.005}},"unit":"per company, plus each slice with data","note":"the employer in depth","call":{"mcp_tool":"get_company","arguments":{"id":456066},"rest":"https://alion.io/mcp/rest/get_company?id=456066"},"human":"https://alion.io/catalog?offer=company.slices&for=job%2Ffellow-vice-president-dtc-ecommerce"},{"id":"market.stats","title":"A market slice: pay, demand and time to fill","status":"live","price":{"credits":1,"usd":0.1},"unit":"per slice","note":"pay, demand and time to fill for this role and place","call":{"mcp_tool":"market_stats"},"human":"https://alion.io/catalog?offer=market.stats&for=job%2Ffellow-vice-president-dtc-ecommerce"},{"id":"job.search","title":"Open jobs by role, technology, place, pay and visa","status":"live","price":{"credits":0.02,"usd":0.002},"unit":"per posting in a list","note":"similar open postings","call":{"mcp_tool":"search_jobs"},"human":"https://alion.io/catalog?offer=job.search&for=job%2Ffellow-vice-president-dtc-ecommerce"},{"id":"company.verify","title":"Is this company real and active right now","status":"pilot","price":null,"unit":"per company","request":{"url":"https://alion.io/catalog/request","method":"POST","body":"{\"offer\": \"company.verify\", \"for\": \"job/fellow-vice-president-dtc-ecommerce\", \"note\": \"what you need it for\"}"},"human":"https://alion.io/catalog?offer=company.verify&for=job%2Ffellow-vice-president-dtc-ecommerce"}],"agent":{"mcp":"https://alion.io/mcp/jobs","mcp_open":"https://alion.io/mcp/open","next":[{"tool":"get_job","arguments":{"id":365321}},{"tool":"search_jobs","arguments":{"company":"fellowproducts.com","detail":"compact"}},{"tool":"match_people","arguments":{"job_id":365321},"note":"people open to offers who fit this vacancy"}],"note":"The same data through MCP tools: https://alion.io/mcp/open needs no sign-in (compact searches, postings, people); https://alion.io/mcp with an Alion account has everything. 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