Andrea joined Fellow as the Director of DTC eCommerce - a Series B, coffee gear startup in San Francisco. She led the eCommerce B2C business, responsible for the P&L, eCommerce marketing and website product roadmap.

When she joined, the team has experienced some success with the first year of the pandemic, due to people investing in their home coffee brew bar. The challenges she faced were: there was no eCommerce team, no growth strategy, limited resources and budget, few business processes + low cross-team cohesion.

Finding the right group of luxury influencers and celebrities to endorse house for Gucci at two live events in LA & New York.

Increase e-commerce sales via Google/Bing Ads profitability at higher spend levels ($150-$200k/mo starting spend).

DwellStudio was a growing home lifestyle brand. However the team was stretched thin and focused on too many channels which was effecting both growth, inventory and resources.