Wine Club & Direct-to-Consumer Manager

Overview

The Wine Club & Direct-to-Consumer (DTC) Manager leads all aspects of the winery’s direct-to-consumer business, including wine club, e-commerce, wine experiences, and retail performance. This role is accountable for achieving annual revenue and EBITDA targets, growing and retaining wine club membership, and delivering best-in-class customer experiences both on-site and online. This is a key leadership role that will work cross-functionally to ensure seamless execution, exceptional service delivery, and strong brand alignment.

Role and Responsibilities

Direct to Consumer (Wine Club & E-Commerce)

• Develop and deliver the annual DTC business plan, including wine club and e-commerce calendars, to achieve revenue, membership, and EBITDA targets.
• Lead the development, execution, and performance analysis of wine club and e-commerce campaigns, monitoring KPIs and optimizing results.
• Manage DTC budgets, including operating, promotional, and distribution expenses.
• Drive wine club acquisition and retention through tasting room training, incentive programs, and teammate engagement.
• Oversee end-to-end logistics for wine club and e-commerce campaigns, including inventory planning, packaging components, and wine club packing and shipping execution.
• Ensure all physical and digital marketing assets are delivered on time and that website content remains accurate and current.
• Continuously evolve the wine club program to improve member satisfaction, retention, and lifetime value.
• Lead member recovery efforts, including credit card failure prevention, declined payment recovery, contact updates, cancellations, and complaint resolution.
• Manage ongoing member communications, inquiries, orders, and service issues with a focus on service excellence.
• Build and maintain strong relationships with couriers, suppliers, and third-party wine club partners to drive incremental growth.
• Plan and execute wine club events, member pick-ups, and exclusive experiences that support retention, launches, and brand objectives.
• Implement industry-leading subscription management and CRM best practices.

Retail & Experiences (R&E)

• Partner with the Retail & Experiences Manager on the annual business plan to achieve onsite revenue and EBITDA targets.
• Collaborate on strategies to maximize per-visitor spend, wine club conversion, and repeat visitation.
• Support the development and oversight of teammate incentive programs tied to onsite wine sales.
• Work cross-functionally with Marketing and R&E to drive visitation through tourism, media, and promotional initiatives.
• Support accessory (non-wine) program performance in alignment with brand and revenue goals.
• Help ensure the delivery of industry-leading tastings and hospitality experiences, including food offerings that enhance the guest experience.

Working Conditions

• Scheduled hours include holidays, weekends and evenings as operations require.
• Substantial time spent interacting with customers, wine, and wine country products.
• Substantial time spent working in a fast-paced environment.
• Substantial time spent managing various sales and marketing activities.
• Minimal travel as required for off-site events and tradeshows.