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Tasting Room & DTC Manager

Robert Mondavi Winery

Oakville, CA

Job Description:

Job Description

Position Summary

The Direct to Consumer (DTC) Manager is responsible for leadership and P&L management of all direct to consumer channels and efforts for the Robert Mondavi Winery Tasting Room, Wine Club and eCommerce departments. The DTC Manager manages and inspires their team to provide consumers with an extraordinary level of customer service, providing a positive experience at all points of contact. The DTC Manager proactively and regularly reports on KPI's by channel, purchasing trends, customer feedback and incorporates outcomes and learnings into effective go-forward marketing and sales strategies.


* Direct Management of at least two direct reports as well as general oversight over additional team members
* Develops annual DTC business plans to include DTC objectives, strategies and tactics, annual case and revenue goals and operating expense budgets; reforecasts monthly operating expenses
* Analyzes monthly sales and KPI results for all direct to consumer channels and shifts strategies and tactics accordingly
* Responsible for maintaining tactical marketing calendar for all DTC channels
* Manages employee wine club incentive payouts
* Works with DTC Inventory Planning Specialist to ensure appropriate inventory levels of existing sku's while identifying new opportunities in order to hit or exceed revenue goals
* Builds and maintains strong relationships with DTC Central Marketing, Brand Marketing, DTC Operations, Winemaking and Hospitality teams
* Represents winery at special hospitality events and marketing functions as needed

Tasting Room:

* Establishes annual Tasting Room sales, profit and KPI goals (traffic, conversion, average order value)
* Effectively leads, develops direct reports to ensure that outstanding brand ambassadors are hired, trained, developed and motivated to achieve goals by sales channel and deliver outstanding customer experiences

* Works with DTC Direct Marketing team to develop and execute traffic-driving outreach and referral programs
* Taking cues from vision established by Brand Marketing, effectively manages wine and non-wine visual presentation in the tasting room to convey brand image and support and drive tasting room direct marketing initiatives consistent with brand plans.
* Develops tasting room event strategies working with the Hospitality team
* Controls inventory movement of all tasting room wine and non-wine items through performance of monthly physical inventory counts and reconciliation of imbalances within inventory software system
* Oversees shipping/fulfillment ensuring Tasting Room is compliant with company and regulatory requirements
* Ensures understanding and adherence of all CBI Compliance requirements as well as all safety practices, policies and procedures by tasting room staff
* Complies with all federal and state laws regarding the operation of a tasting room
* Works on the tasting room floor as needed

Wine Club:

* Establishes annual wine club goals including membership acquisition and retention goals, revenue and expenses
* Works with Club Representative to develop wine club communication and wine club event strategies
* Develops member lifecycle strategies including acquisition, retention and winback strategies
* Proactively analyzes membership trends and develops and offers wine club-specific special offers and benefits to ensure an active and healthy member file


* Establishes and drives annual ecomm sales goals
* Recommends updates to winery website (tasting room, events, wine club) on an as-needed basis to make sure site is the most current reflection of the brand and its DTC activities and offers
* Develops annual email communication strategy considering all "newsworthy" activities (new releases, events, acclaim announcements, promotions, etc.).
* Ensures that briefs for both web refreshes and email campaigns are complete

Minimum Qualifications

* 8-10 years' experience Direct to Consumer experience in one of the following industries:
+ Tasting Room management
+ Retail store management
+ Hotel management
+ Restaurant management
* Multi-channel marketing experience preferred
* Wine industry experience preferred
* Demonstrated strategic orientation with ability to effectively execute to plan and drive sales
* Proven management and leadership skills, ability to effectively train and manage a diverse staff, with diverse skill sets, possibly in multiple locations
* Strong customer service orientation and ability to discriminate needs and interests of various consumers
* Ability to thrive in a fast-paced environment and react quickly to changing business needs
* Strong computer savvy required. Prior experience in utilizing POS software
* Excellent organizational and multitasking skills
* Ability to work independently with minimal supervision
* Other tasks as per business need

Preferred Qualifications

* Undergraduate degree in Business, Management or related field preferred

Physical Requirements/Work Environment

* Must be at least 21 years of age.
* Must be able to sit and/or stand for long periods of time and work on a computer for extended periods. Lifting may be required.
* Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
* Must be able to work a flexible schedule including weekends and some holidays

Oakville, California

Additional Locations

Job Type
Full time

Job Area
Hospitality & Retail

Equal Opportunity

Constellation Brands is committed to a continuing program of equal employment opportunity. All persons have equal employment opportunities with Constellation Brands, regardless of their sex, race, color, age, religion, creed, sexual orientation, national origin or citizenship, ancestry, physical or mental disability, medical condition (cancer or genetic characteristics), marital status, gender (including gender identity or gender expression), familial status, military or veteran s

Additional Information:

Job Posted:
Monday, June 10th
Type of Work:
Full Time
Reference No: