About Fellers, LLC

Since 1986, Fellers has been a reliable source of sign and graphics films, color change vinyls, and supplies for printers, sign makers, and installers across the U.S.  In 2021 Fellers was purchased by APG, a San Francisco based Private Equity firm.   Since this time, Fellers has invested heavily in their business and has expanded into new growth segments including automotive window tint, paint protection film, printing and finishing equipment, tools, and film-cutting software. Fellers is the trusted leader in delivering speed, service, and selection to our customers.  This is backed by a national network of warehouses, stocked with industry leading brands and a competitive proprietary branded product offering.  Additionally, Fellers has a dedicated sales team which is supported by best-in-class customer service and technical support professionals to deliver superior service. 

About the role

The Vice President, DigiCut is the Executive Leader responsible for the strategic, operational, and commercial leadership of DigiCut. DigiCut is a software product that delivers software-enabled cutting solutions in support of our automotive films distribution business. Reporting directly to the CEO, this leader will own the full P&L for DigiCut, setting the roadmap for growth, innovation, and service excellence across the software platform, support infrastructure, and sales organization.

This is a hands-on, cross-functional leadership role that requires strategic vision, operational discipline, and fluency in software and technology. The VP will drive expansion by improving platform adoption, enabling internal teams, elevating customer experience, and identifying opportunities to scale through software, service, and data.

What you'll do

Business Strategy & P&L Ownership

• Provide strategic and operational leadership for the DigiCut division, driving growth, profitability, and efficiency.
• Define and execute the business unit strategy in alignment with overall company objectives.
• Drive profitable growth and operational excellence for DigiCut.
• Identify opportunities to expand services, enhance software capabilities, and strengthen long-term customer value.
• Identify and prioritize investments to enhance platform performance, customer value, and market differentiation.

Technology, Customer Experience, Product Development

• Champion the product development roadmap of the DigiCut software platform, driving the internal team and collaborating with both internal stakeholders and external vendors to drive innovation.
• Use data insights to uncover customer trends, inform decisions, and optimize user experience across all touchpoints.
• Advocate for a tech-enabled customer journey, ensuring tools, support, and processes are intuitive and high-performing.
• Translate complex technical challenges into actionable solutions that benefit both users and internal teams.

Operational Execution

• Ensure seamless execution from order to installation, with a focus on consistency, quality, and customer satisfaction.
• Build and standardize processes to support scalability while maintaining operational rigor.
• Partner with Sales, Operations, IT, and Product teams to streamline workflows and resolve cross-functional issues.

Industry Expertise & Market Expansion

• Apply deep understanding of automotive services and film installation programs to build credibility and drive adoption.
• Expand customer base through strategic channel development and partner engagement.
• Lead initiatives to enhance customer growth, engagement, and retention.

Leadership & Team Development

• Build, develop, and lead a high-performing team across sales, service, and technical operations.
• Establish clear goals, accountability structures, and transparent performance management.
• Foster cross-functional alignment and collaboration to drive execution and remove friction across departments.
• Influence across the organization to support change, innovation, and customer-first thinking.

Qualifications

• Describe the experience and attributes of the ideal candidate
• Minimum 10 years of progressive experience in B2B SaaS, including at least 5 years in a senior leadership role (e.g., Vice President, Head of Business Unit), preferably with direct P&L responsibility.
• Demonstrated success in P&L leadership, growth strategy execution, and cross-functional management.
• Strong technical fluency and ability to bridge customer needs with software capabilities.
• Exceptional leadership, communication, and change management skills.
• Data-driven mindset with experience using KPIs to inform strategy and execution.
• Familiarity with cutting software and the automotive film industry is a plus.
• Pre-existing relationships in the automotive film space a plus.
• Experience working with cutting software sellers and users a plus.
• Experienced in driving social media marketing and engagement strategies
• Experience working in a PE-backed company a plus.

Physical Requirements

• Prolonged periods of sitting at a desk and working on a computer.
• Requires 10-20% travel, including onsite visits with team, customers, channel partners, trade shows

Why You’ll Love This Role

• High ownership with strategic and operational scope.
• Significant autonomy and direct accountability for financial performance, positioning the VP as an entrepreneurial leader within a larger corporate structure.
• Visible impact in a fast-growth SaaS category.
• Strong upside participation – equity or profit share.
• Efficient small team culture and freedom to build.

As part of our commitment to maintaining a safe and productive work environment, we require all new hires to pass a background check and drug screen unless otherwise prohibited by state law. Any offers of employment made are contingent on these requirements. Please note that failure to pass the background check or drug screen will result in disqualification from employment.