Principal Product Manager — Coffee Hardware & Platform Lead

Fellow; San Francisco (CA); On-site; USD 190,000 - 210,000; Full time

Benefits offered by this job

Employee equity plan

Generous paid time off

401k with company contribution

Medical/dental/vision insurance

Wellness credit and donation matching

Monthly Fitness Stipend

Summer Fridays

Paid Parental Leave

Discount on Fellow products

Job summary

Fellow in San Francisco seeks a Principal Product Manager to own a category through accessories and platform extensions, acting as the mini-CEO for strategy, roadmap, and commercial outcomes across DTC, retail, and global markets.

Based in our SF office, you will lead cross-functional pods with R&D, design, and Marketing to deliver on the brewing portfolio while optimizing cost, schedule, and performance. You’ll shape platform thinking and lifecycle decisions for premium products.

Qualifications

• 8–10+ years of Product Management experience, including significant time as a senior IC working on complex, cross-functional products.
• Proven track record of shipping consumer hardware products; experience in coffee, kitchen appliances, or prosumer devices is a strong plus.
• Demonstrated ability to own a product line P&L-level view (pricing, margin, mix) and make tradeoffs between features, cost, and schedule.
• Strong technical fluency working with hardware, firmware, and software teams.
• Experience working closely with brand and marketing teams on positioning, messaging, and go-to-market strategy for premium consumer products.
• Exceptional communication skills—able to create crisp narratives for executive and board-level audiences.
• Deep customer empathy and passion for elevating everyday rituals—ideally, you’re a coffee enthusiast who cares about brewing quality and experience.
• Comfortable operating in a fast-paced, high-growth environment with evolving structure and processes.

Responsibilities

• Own end-to-end product vision and long-term roadmap.
• Build deep understanding of brewing landscape, competitive set, and emerging technologies.
• Drive qualitative and quantitative research with home baristas, prosumers, cafes, and partners to uncover needs and opportunities.
• Synthesize insights into clear problem statements and prioritized opportunities, balancing enthusiast feature asks with broad-market needs and price sensitivity.
• Own PRDs and requirements from concept through launch, working with R&D and Product Engineering.
• Make explicit tradeoffs between cost, complexity, performance, and schedule; final decision-maker on feature set vs. price point.
• Partner with Finance and Commercial teams to build and pressure test business cases, including forecast, margin, and portfolio positioning.
• Lead cross-functional pods across R&D, Product Engineering, Firmware/Software, UX, Industrial Design, Operations, Marketing, CX, and Sales to deliver on roadmap goals.
• Drive clarity, documentation, and decision-making so teams move quickly and stay aligned.
• Own GTM strategy elements with Marketing, Sales, and CX (positioning, messaging, pricing, launch sequencing).
• Define success metrics and run post-launch reviews.
• Steward the full lifecycle of the brewing portfolio.

Skills

Product Management

Cross-functional collaboration

Hardware experience

P&L management

Executive storytelling

Job description

Fellow in San Francisco seeks a Principal Product Manager to own a category through accessories and platform extensions, acting as the mini-CEO for strategy, roadmap, and commercial outcomes across DTC, retail, and global markets.

Based in our SF office, you will lead cross-functional pods with R&D, design, and Marketing to deliver on the brewing portfolio while optimizing cost, schedule, and performance. You’ll shape platform thinking and lifecycle decisions for premium products.