Director of Growth Marketing
Fellow
Director of Growth Marketing
Fellow
Direct-to-consumer coffee brewing equipment maker
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.™
This role is based in our San Francisco, CA office and requires regular in-office presence in accordance with company policy.
Who You Are
Fellow is looking for a Director of Growth Marketing to guide the evolution of our direct-to-consumer business and efficiently scale our performance marketing program. You’ll own the strategy, planning, execution, and measurement of our growth efforts, balancing ambitious growth goals with disciplined investment.
A successful candidate will bring a proven track record of growing consumer ecommerce businesses (including DTC), deep expertise in performance marketing, and a constant curiosity about what drives results. You stay at the forefront of channels, creative, technology, and analytics, turning new insights into practical improvements. This is an opportunity to shape the next chapter of Fellow’s ecommerce growth and build the programs, capabilities, and ways of working that get us there.
Reporting to the VP of DTC, you’ll lead our growth marketing function and manage the mix of internal resources, agencies, and external partners needed to deliver. You’ll partner closely with Creative, Ecommerce, and our Amazon channel manager to connect performance insights with compelling creative and a cohesive customer journey. You bring a clear point of view, strong analytical instincts, and the ability to make complex strategies understandable to the executive team and board of directors. You’ll champion AI, automation, and new ways of working to drive the effectiveness and efficiency of our growth engine.
This is a hands-on leadership role. You’ll set the growth strategy and roll up your sleeves to test, learn, and improve performance.
What You’ll Do
Develop and lead Fellow’s growth marketing strategy across social, search, affiliates, display, offline, and emerging channels.
Manage a multimillion-dollar annual marketing budget, balancing growth and efficiency through thoughtful planning and investment decisions.
Own forecasting, measurement, and reporting across growth channels, translating performance into clear insights and recommendations.
Build and manage a resourcing plan across internal talent, agencies, and vendors to support our goals while staying agile and efficient.
Drive a culture of testing and experimentation across channels, creative, audiences, and the customer funnel.
Partner closely with the Creative team to shape performance creative, translate learnings into actionable briefs, and develop and test compelling ad concepts.
Own the growth marketing technology stack, ensuring our tools, data, and measurement capabilities support effective execution and decision-making.
Partner with the Amazon channel manager on Amazon advertising strategy and share learnings across channels.
Serve as an internal thought leader on ecommerce growth, bringing a clear perspective on industry trends and opportunities to the executive team and board.
Optimize workflows, processes, and tools, using AI and automation to improve how we plan, execute, analyze, and scale our programs.
Manage the functional budget, including annual planning, spend tracking, and month-end close activities.
Qualifications
10+ years of ecommerce growth marketing experience, ideally in-house at omnichannel consumer product brands.
Proven success scaling consumer ecommerce businesses, with hands-on experience managing performance marketing budgets greater than $5 million annually and scaling profitably.
Deep expertise across growth channels, with the ability to evaluate opportunities and make informed investment decisions.
Expertise in performance creative, with the ability to identify what makes assets effective and translate those insights into clear direction for creative partners.
Strong analytical skills and proficiency with ecommerce platforms, marketing technology, analytics, and business intelligence tools.
Working knowledge of statistical testing principles, including A/B/n and multivariate testing methodologies.
Proven ability to analyze funnels, campaigns, and experiments and turn findings into measurable improvements.
Strong leadership skills, with the ability to manage, motivate, and develop internal teams and external partners.
Excellent communicator and collaborator—you bring people along, build alignment, and clearly explain strategy and results to executive and board audiences.
Excellent operational skills, including forecasting, budgeting, organization, and project management, with strong attention to detail.
Scrappy and agile, with the ability to deliver on ambitious goals within limited budgets and resources.
Champion of AI, automation, and innovation, with a practical approach to improving how the team operates.
Ability to lead strategically while remaining close to the work and contributing hands-on.
A creative, fast-moving environment where ideas turn into action
Competitive compensation including employee bonus and 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
Best coffee anywhere
The salary range for this position is $195,000 - $215,000 plus bonus & equity. 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.
Our 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.
Fellow 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.
Fellow Industries, Inc. designs and sells premium coffee brewing equipment and accessories through fellowproducts.com. Its product lineup includes electric kettles, coffee grinders, travel mugs, and other brewing accessories that emphasize precise performance, thoughtful design, and everyday usability. The company sells directly to consumers through its online store and flagship retail locations in San Francisco and Los Angeles, allowing it to control the customer experience and offer bundled deals to encourage higher cart values and repeat purchases. Fellow differentiates itself by focusing on aesthetics and functionality, maintaining direct brand relationships, and pursuing collaborations with other coffee brands to extend its reach. The company’s goal is to improve the coffee brewing experience for both home enthusiasts and professional baristas by delivering reliable, well-designed equipment and a strong brand experience.
Explore more opportunities at Fellow