Direct to Consumer Sales and Membership Manager
Department: Direct to Consumer
Reports to: Vice President, Direct to Consumer

About Shafer Vineyards
Shafer Vineyards is one of Napa Valley’s most renowned wineries, acclaimed for its legendary estate vineyards and world-class winemaking. Rooted in a history of grape growing and winemaking dating back to 1880, the modern estate was established in 1972 when the Shafer family planted their Stags Leap District hillsides and crafted their debut 1978 Cabernet Sauvignon. For more than four decades, Shafer has set the benchmark for wines of character, elegance, and longevity—earning international recognition from leading critics, collectors, and sommeliers. Today, Shafer continues to define Napa Valley excellence, producing wines celebrated worldwide for their balance, refinement, and expression of place.

Position Summary
The Direct to Consumer Sales and Membership Manager is a key member of our sales team responsible for driving membership growth, optimizing DTC operations, and cultivating meaningful relationships with our community of collectors and enthusiasts. This role reflects our commitment to operational excellence and contributes to the growth of both our direct business and our presence within the Napa Valley wine landscape.
The ideal candidate thrives in managing the details of daily operations while maintaining a gracious, relationship-driven presence that embodies our dedication to hospitality, authenticity, and the craft of winemaking.

Key Responsibilities

Membership & Allocation Management (40%)
•  Drive membership growth and retention strategies for membership programs
•  Manage allocation processes, including release planning, inventory allocation, and member communications
•  Develop and execute strategies to grow the membership base and increase lifetime value
•  Create and implement member engagement programs that deepen relationships and brand loyalty
•  Oversee member communications, benefits administration, and program enhancements
•  Analyze membership data to identify trends, opportunities, and areas for improvement

DTC Sales Operations (40%)
•  Manage day-to-day multi-channel DTC sales operations (membership, allocation, ecommerce, phone, third-party sales)
•  Oversee commerce platform and customer database management, ensuring data integrity and optimization
•  Participate in sales planning, forecasting, and optimization initiatives to maximize revenue
•  Coordinate and participate in DTC sales campaigns, including allocation releases and digital marketing initiatives
•  Coordinate third-party sales operations and explore partnership sales opportunities
•  Generate regular reports and analytics on sales performance, customer behavior, and campaign effectiveness
•  Collaborate with marketing team on campaign strategy and execution

Events Support & Brand Ambassador (10%)
•  Host Persons Of Note and membership events at the estate
•  Serve as brand ambassador at on-site and off-site events
•  Present wines with expertise and passion to guests and members
•  Support special events planning and execution
•  Represent the brand professionally at trade events and customer-facing occasions

Required Qualifications
Experience
•  Demonstrated track record of growing membership and allocation programs for an ultra-premium winery estate or luxury wine brand
•  Proven experience operationalizing strategic plans in wine club and/or allocation management
•  3-5+ years in direct to consumer wine sales or luxury membership management
•  Strong understanding of DTC sales operations, compliance, and best practices

Skills & Competencies
•  Client Relationship Development: Exceptional interpersonal skills with the ability to build lasting relationships with high-value clients
•  Wine Knowledge: Ability to present wines professionally, conduct tastings, and host guest experiences
•  Analytical: Strong data analysis skills with ability to translate insights into actionable strategies
•  Project Management: Proven ability to manage multiple priorities and execute complex campaigns
•  Communication: Excellent written and verbal communication skills
•  Hospitality: Natural hospitality mindset with passion for creating memorable experiences

Technical Requirements (Must Have)
•  Commerce7: Advanced proficiency required
•  ShipCompliant: Advanced proficiency required
•  Microsoft Office Suite: Advanced proficiency in Excel, PowerPoint for reporting and presentations
Technical Skills (Highly Preferred)
•  WinePulse
•  Microsoft Power BI
•  Google Analytics
•  WineShipping ACP
•  CRM software platforms
•  Experience with fulfillment and logistics systems
•  Klaviyo email marketing platform

Key Success Metrics
•  Membership growth rate and retention percentage
•  DTC revenue growth across all channels
•  Allocation sell-through rates and speed to market
•  Customer lifetime value and average order value
•  Campaign performance and ROI

Qualifications
•  Bachelor's degree in Business, Marketing, Hospitality, or related field preferred
•  Wine & Spirit Education Trust (WSET) certification or equivalent wine education a plus
•  Passion for ultra-premium wine and luxury hospitality
•  Flexibility to work weekends and evenings as needed for events
•  Valid driver's license and reliable transportation

Physical Requirements
•  Ability to lift up to 50 lbs (case of wine)
•  Ability to stand and walk for long periods of time
•  Ability to bend, climb stairs and reach overhead as needed

Cultural Alignment
We seek contributors who embody grace, passion, and precision in equal measure — individuals who approach hospitality as both an art and a stewardship. The Direct to Consumer Sales and Membership Manager will play a pivotal role in ensuring every client feels a lasting sense of connection to our wines, our people, and the remarkable place we call home.