Responsibilities

• 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.

Requirements

• 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 media, attribution, and creative production
• Can translate data into narrative and narrative into action — you don't just report numbers, you drive outcomes
• Are a strong cross-functional operator who can influence without authority and drive urgency when it matters
• Have experience managing and developing a team, helping individual contributors grow into more strategic thinkers
• Are 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
• F genuinely care about premium consumer products (coffee enthusiasm is a big plus)
• Ideally have global DTC experience

Preferred

• Ideally have global DTC experience
• Genuinely care about premium consumer products (coffee enthusiasm is a big plus)

Benefits

• A creative, fast-moving environment where ideas turn into action
• Competitive compensation including employee equity plan
• Generous paid time off plan
• 401k with company contribution after 6 months of employment
• Medical/dental/vision insurance
• Better Yourself Wellness credit & Better Your Community donation matching
• Monthly Fitness Stipend
• Summer Fridays
• Paid Parental Leave
• Generous discount on Fellow products