Chief Marketing Officer

About Fellow

At Fellow, we’re on a mission to help people brew ridiculously good coffee at home. But we’re more than just beautifully designed kettles and grinders—we’re a brand built on innovation, community, and culture. We believe great coffee isn’t just about the final cup; it’s about the experience, the ritual, and the people who make it all happen.

Reporting to the Founder & CEO, the Chief Marketing Officer will lead Fellow’s global marketing and brand strategy across DTC, Wholesale, and retail channels. This is a hands‑on, executive role responsible for elevating brand presence, driving customer engagement, and positioning Fellow as a premium brand.

This role is based in our office in San Francisco, CA.

Key responsibilities include

• Brand Leadership: Define and execute Fellow’s global brand strategy, ensuring a consistent and elevated experience across all channels, touchpoints, and campaigns. Serve as an internal and external champion for brand excellence.
• Omnichannel Marketing: Oversee marketing efforts across DTC, retail, and wholesale, including product marketing, integrated campaigns, creative direction, eCommerce, and performance marketing.
• Team Leadership & Development: Build, lead, and scale a high‑performing marketing organization from 6 to ~20+ across creative, brand, eCommerce, and integrated marketing functions.
• Product & Launch Marketing: Collaborate closely with product and engineering teams to translate complex product technologies into clear, compelling stories that resonate with consumers.
• Commercial Accountability: Own the DTC business, including P&L oversight and budget management. Partner with sales, wholesale, and commercial teams to drive growth across channels.
• Creative Oversight: Lead all creative functions, including design, copywriting, and agency partnerships. Ensure marketing assets maintain elevated standards and reflect the sophistication of Fellow’s products.
• Strategic Vision: Support the transition from coffee and espresso into a broader kitchen platform, shaping messaging, positioning, and GTM strategy to align with scaling ambitions.

Qualifications

• Proven marketing leader with 10+ years of experience, ideally in premium consumer goods, home appliances, or design‑focused physical products.
• Track record of building and scaling omnichannel brands from $100M+ toward $500M+, with strong consumer branding, DTC, and retail experience.
• Experience defining and executing a cohesive brand strategy across creative, product, retail, and digital channels.
• Strong aesthetic judgment and brand sensibility, with experience telling complex product stories in a simplified, consumer‑friendly way.
• Demonstrated ability to recruit, develop, and inspire high‑performing marketing teams.
• Hands‑on operator with both strategic and execution capabilities.
• Experience managing budgets, including P&L responsibility, media spend, and cross‑channel allocation.

Who you are

• Thrive in a fast‑moving, high‑growth startup environment, working with a blank canvas to create the plan, execute it, and make independent decisions with confidence.
• Passionate about design, product excellence, and creating premium consumer experiences.
• Highly collaborative and influential, able to work across product, commercial, and executive teams to drive alignment and impact.
• Comfortable in a fast‑moving, high‑growth startup environment with significant autonomy.
• Storyteller, able to simplify complex products and technologies without losing credibility or sophistication.
• Motivated to help Fellow evolve from a leading specialty coffee brand into a global kitchen platform.

Why You’ll Love This Role

• 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
• Best coffee anywhere

Salary Range - $255,000 - $300,000 annually, plus bonus and equity package. Actual compensation may vary based on skills, experience, and scope of responsibility.

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.