General Manager – Job Description
Woodstock, Virginia (Shenandoah Valley)
Position Title
General Manager – Muse Vineyards
Location
Woodstock, Virginia (Shenandoah Valley)
About Muse Vineyards
Muse Vineyards is an award-winning, family-owned vineyard and winery located in the heart of the Shenandoah Valley of Virginia. With a commitment to estate-grown, terroir-driven wines and exceptional hospitality, Muse is recognized as a leader in Virginia’s boutique wine industry. The property includes over 30 acres under vine, a modern production facility, a stunning tasting room, wine club, and event spaces that welcome guests from across the region and beyond.
Position Overview
We are seeking a General Manager to lead and oversee all facets of Muse Vineyards’ operations, including vineyard and winery production, tasting room, downtown wine store wine club, events, marketing, sales, and finances. The General Manager is a full-time, on-site leadership role responsible for the success of day-to-day operations and long-term strategic direction. The GM will supervise key team members including the Operations Manager (wine club, retail systems, compliance), Events & Marketing Manager (social media, email, events), Vineyard Crew Chief, Winemaker, Tasting Room Manager, Store Manager and part-time Accountant.

This role reports directly to the owners (a woman-owned business with husband-wife partners) and plays a central role in achieving Muse’s goals for growth, brand strength, and exceptional customer experiences.
Key Responsibilities
- Lead and manage day-to-day operations across vineyard, winery, tasting room, events, and DTC sales.
- Supervise department heads and foster collaboration across all business units.
- Oversee financial operations, budgeting, and reporting with support from the accountant, and business analytics consultant.
- Guide strategic planning, business development, and marketing initiatives.
- Ensure compliance with state and federal regulations, including USDA federal grants.
- Champion customer experience and brand consistency across all guest-facing channels.
- Represent the brand at industry events, regional meetings, and with trade partners.
Qualifications
- Proven leadership experience in winery, hospitality, or agritourism business.
- Strong business and financial acumen; ability to set and meet targets.
- Excellent communication, team-building, and management skills.
- Knowledge of vineyard/winemaking operations preferred.
- Familiarity with point-of-sale, CRM, and inventory systems.
- Passion for wine, hospitality, and sustainable agriculture.
Compensation
This is a full-time, salaried position with a base salary of $60,000-$85,000 (commensurate with experience), plus performance-based bonus potential, wine incentives, paid time off, and healthcare stipend. Housing assistance negotiable for relocating candidates.