General Description: The Direct to Consumer Manager is responsible for oversight of all Direct-to-Consumer (DTC) engagement activities of the winery. Strategic thinking, implementation of processes and controls, and analysis of results to improve future performance are all key parts of this role. Development of new products, experiences and offerings; exploring new lines of business; and engaging and retaining wine club members and customers over time will serve to build the overall strength of the DTC business. The DTC Manager must lead by example, exhibiting exceptional dedication, service and communication to employees, customers, and community members and at all times abiding by Center of Effort’s stated commitment to Quality, Sustainability and Hospitality.

Essential Responsibilities and Duties:

SYSTEMS:
•  Within each line of business, calendar the activities and resources which will be needed to be well prepared for success in each season.
•  Identify and maintain system platforms for website, email marketing, SMS, CRM, guest reservations, social media, IP and media management, POS, shipping, and compliance reporting.
•  Develop and enforce training and SOPs for all DTC team members to address safety, compliance, and guest service standards. Ensure team member compliance.
•  Review sales metrics frequently to identify areas of success or areas which need refinement.
•  Ensure efficient and compliant shipment of purchased wine, preserving wine quality and customer perception of product quality upon receipt. Utilize technology tools to empower recipient in tracking and redirecting shipment as needed to minimize product returns.
•  Remove obstacles to the success of the DTC team members by thinking ahead and designing systems in which they can succeed. Ensure that they have the resources to meet their objectives.
•  P&L responsibility for financial performance of all DTC activities. Utilize resources efficiently, control waste, and maximize positive results.

PEOPLE MANAGEMENT:
•  Responsible to attract, develop, and motivate DTC team members. Develop the strengths of each member and the team as a whole.
•  Foster a positive, productive, team-oriented work environment. Develop a culture in which challenges are viewed as opportunities to innovate as a team. Monitor DTC team dynamics.
•  Set DTC sales objectives, define steps needed to achieve them, and communicate results against plan.

PRODUCT & GUEST EXPERIENCE:
•  Work with department managers to develop and refine all Membership and Hospitality offerings, inclusive of shipment, events, daily offerings.
•  Ensure that communication and interaction with our customers is clear, courteous and anticipates their needs. Be responsive, helpful, and view each exchange as an opportunity to serve and create connection.
•  Ensure that web reservation, telephone, and arrival systems work to build a sense that the customer is valued. Train all whom are responsible for customer interaction on proper etiquette and current programs.
•  Pursue community outreach to target new customer relationships which will increase membership, visitation and revenue.
•  Develop all DTC opportunities – direct sales offers, wine releases to mailing list customers, corporate and holiday gifting campaigns, telephone sales, corporate event sales, and partnership opportunities to address new customer markets.

WINE CLUB:
•  Responsible for planning, preparation, and execution of wine club shipments.
•  Lead all aspects of club management, ensuring timely, thoughtful communication and fulfillment.
•  Grow membership base and develop value of membership tiers.
•  Develop loyalty and retention programs.

MARKETING & COMMUNICATIONS:
•  Act as liaison/trade expert for regional and community associations.
•  Manage marketing across all channels, email, social and community outreach to drive visitation.
•  Execute digital strategy across all social media platforms.
•  Develop wine club inserts, tech sheets and tasting notes in conjunction with winemakers. Manage Website / Photo / Media Resources

Position Requirements:
•  Ability to offer exceptional customer service to all customers.
•  Demonstrated ability to skillfully market products, events, and guest experiences to targeted audiences.
•  At least 5 years direct customer experience (wine club sales, winery hospitality, etc.)
•  Work schedule (Tuesday-Saturday) that coincides with times of greatest activity and guest visitation, including weekends, holidays, and evenings.
•  Commitment to excellence and high standards.
•  Proven management and leadership skills.
•  Team player who is an effective communicator, open minded, has good listening skills, and willing to adapt and learn in a changing environment.
•  Demonstrates flexibility and a proactive attitude by willingly assisting in various tasks and responsibilities across different areas of the business.
•  Ability to develop, implement, and reach/exceed sales goals.
•  Strong understanding of profit and loss responsibility.
•  Self-motivated, detail-oriented and able to prioritize multiple responsibilities.
•  Knowledge of CRM and POS systems (winery POS a plus).
•  Passionate and knowledgeable about wine.
•  Must maintain a valid Food Manager Certification and Responsible Beverage Certification from an accredited source.
•  Completes or manages the completion of all required personnel paperwork, i.e. timecards, missed meal forms, incident reports, etc.
•  Ability to lift, move, and carry wines – up to 50 lbs.
•  Must be at least 21 years old.