Fellow is hiring a

Category Manager

San Francisco, United States
Fellow began as a Kickstarter campaign and has grown into a global brand with distributors and customers in more than 50 countries. We bring the specialty coffee experience to people's homes via beautifully designed coffee ware that marries form and function. We currently have a small, passionate, and committed team that loves to see coffee tools come to life.

The opportunity is to help define and drive the long-term growth of Fellow’s coffee gear category, the company’s largest business unit. As a member of the Category team, this role will be an integral part of Fellow’s journey to becoming “the” premium home coffee brand.

The Category Manager will accomplish all of this while living out Fellowship Thinking, our leadership principles:
Fellowship Thinking centers our customers, always.
Fellowship Thinking views all goals as shared.
Fellowship Thinking never stops improving.
Fellowship Thinking says “yes, if”.
Fellowship Thinking deliberately seeks equity. 

Please note this person is required to be located in the Bay Area. This is a hybrid position with 2 days in office. 


  • Long-term growth strategy: 
  • Identify new growth opportunities by analyzing market, consumer, and operational data, with an emphasis on product development and long-term enterprise value creation
  • Support development of the strategic roadmap for the category in the context of Fellow’s company-wide strategic and financial objectives
  • Support new product development as a key business stakeholder with broad cross-functional and cross-channel perspective
  • Stay informed of key industry and market developments and recommend sound and swift strategic response
  • Product marketing:
  • Develop positioning, placement, pricing, and key messaging for the category
  • Develop deep understanding of Fellow’s competitive set and articulate differentiation of our product portfolio
  • Ensure Fellow’s brand and creative assets are aligned with products’ strategic positioning
  • Tracking NPS and customer feedback
  • Category P&L management:
  • Analyze category’s business performance across all of Fellow’s distribution channels
  • Partner cross-functionally with sales channels and marketing teams to grow revenue and gross/contribution margin
  • Support key cross-functional processes such as demand and supply planning, merchandising, and promotional activity


  • 4+ years experience in category management, business operations, or management consulting with a clear focus on consumer products
  • Strong individual with high horsepower and exceptional analytical capability; ability to perform large amounts of quantitative analysis and be able to place it in the broader context of the business and market
  • Superior business acumen and an ability to understand impact of initiatives across all functional areas of the business
  • “Elastic thinker” who can operate at both the 10,000 foot and the 10-inch level
  • High consumer empathy and intuition
  • Excellent communication skills and executive presence; ability to work with all functional areas of the business, from go-to-market teams to engineering and operations


  • 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
  • Generous discount on Fellow products
  • The best coffee anywhere

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.

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