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Director of Retail Sales and Hospitality

Peju Province Winery

Rutherford, CA

Job Description:

Peju Winery is a family owned and operated winery located in Rutherford, in the heart of Napa Valley. We farm organically and sustainably, craft wines from our estate-grown vineyards and host our guest in order to delight and amaze them, so they can share their memorable experience. Our culture and workplace is friendly, team oriented and family focused.

This position provides sales leadership, business development strategies and manages the day to day operations and revenue for Tasting Room & Merchandise Sales, Guest Services and Outreach initiatives for Peju. Responsible for profitability, wine club sign-ups, increasing average order value, sales growth, managing budgets, P&L, guest experiences, wine/merchandise inventory and financial management.


Develop, manage and motivate a dynamic DTC sales team. Hire, train, promote and terminate staff. Conduct performance conversations on a regular basis and provide sales results ensuring staff is on target.
Drive profitability and revenue generation in for the Peju Tasting room.
Develop, implement and execute the business development strategy to increase visitation for Peju.
Develop and implement outreach programs that drive measurable increases in foot traffic, brand recognition and retail sales.
Ensure tasting room staff conducts themselves as brand ambassadors demonstrating positive characteristics of exceptional guest service.
Provide leadership in all aspects of guest sales and guest hospitality by modeling the highest level of guest service and focused sales behavior at all times.
Create, monitor, and communicate individual and team sales goals and metrics.
Communicate and train staff on sales, service and products along with a consistent brand message of 37+ years Family-owned and operated, award winning Napa Valley Wines.
Communicate the company mission, vision and values. Inspire others in a positive manner by conveying a genuine, positive and professional attitude, which drives accountability and profitability.
Other duties as assigned.


Ensure sales team is meeting and exceeding budget each month. Monitor and communicate progress. (TR Sales, TR phones, Wine Club Sign up and Data Capture)
Oversee monthly KPI dashboard and ensure each team member is meeting their goals
Provide coaching or performance improvement planning for team members to meet and exceed company and individual goals.
Oversee labor costs, pour costs, inventory control, accurate reporting of foot traffic, taster/non/taster. Ensure inventory control procedures including: sales register receipt process, BTRs, no charge slips, credits, chargebacks and transfers. Effectively manage operating costs to budget reviewing P&L’s monthly and consistently seek ways to increase revenue and profit.
Ensure policies and procedures are followed for closing/opening, cash handling and that security of assets are secure. (safe, keys, cash)


Work with the Guest Services Manager to ensure memorable guest experiences that exceed expectations while meeting/exceeding financial goals. Ensure consistency is products and services
Ensure Peju Presentation style is clearly communicated to all guests; driving anticipation and excitement for their curated experience.
Ensure planning and coordination for VIP, Trade and Wine Club members is exceptional
Ensure guests have a short wait time. Offer alternatives to guests to ensure they are entertained until their tasting time. Manage Wine Educator rotation and GSA communication.
Oversee the implementation of scheduling, time off requests, daily counter assignments and rotations.
Ensure company dress code and time off procedures are consistently adhere to.


Work closely with Guest Services and Tasting Room Manager on showcasing and procuring merchandise for Tasting Room to reflect brand image. Maintain inventory controls and manage monthly reports for merchandise profitability
Assess usage of Rutherford Room and how to maximize the room to increase profitability.
Manage ordering based on seasonality and ensure purchasing profitability.


Develop relationships with key external businesses that offer guest experiences; transportation services, hotels, bed and breakfasts and resorts.
Attend wine industry and DTC events to build relationships and drive guest traffic to Peju.
Promote the wineries through consumer events to increase revenue across all Peju DTC channels
Monitor hotel and hospitality trends to improve and innovate guest services and offerings.
Participate in outside wine events to educate customers on brand and winery offerings.


Bachelor’s degree in Marketing, Sales or Business Development
Minimum of 10 years of experience in revenue generation, sales management and customer engagement.
Strong leadership skills with expertise in developing, inspiring and building engagement with employees
Deep understanding of wine and food and consumer insights.
Entrepreneurial and creative; developing new programs or guest experiences that drive profitability.
Ability to spot and resolve problems efficiently.
Willingness to work within constantly changing priorities with enthusiasm.
Strong communication skills; both written and oral.
Demonstrated ability to make successful presentations to both individuals and groups.
Desire to learn and keep up-to-date on new cooking trends and best practices
Extraordinary guest service and a hospitality-driven approach with guests and employees.
Ability to project credibility, in an honest, genuine and professional manner.
Excellent organizational and follow-up skills.
Working knowledge of Microsoft Office Suite.

Additional Information:

Job Posted:
Monday, January 13th
Type of Work:
Full Time