Position Summary
Our client is a well-established Central Coast winery at a pivotal moment of growth. They are expanding operations and investing in the next chapter of their hospitality and guest experience.

Reporting to the VP of DTC Sales Operations, the Director of Hospitality is a customer-first leader who owns operations, team performance, guest experience, and financial results across direct-to-consumer venues. They lead multi-location execution, raise service standards, accelerate revenue growth, and build strong, scalable teams and systems.

The ideal candidate is both strategic and operationally minded—comfortable analyzing performance, driving business results, and partnering cross-functionally with marketing, wine club, events, inventory, and leadership teams.

Core Responsibilities

Hospitality & Venue Operations
Oversee all daily hospitality operations for multiple locations and tasting rooms
Partner with venue managers to ensure smooth execution of tastings, events, and seasonal experiences
Ensure SOPs, policies, reservation standards, and service procedures are consistently followed and improved

Revenue & Business Performance
Drive hospitality and tasting room revenue performance across all locations, supporting DTC sales goals and profitability targets
Monitor key KPIs—including guest acquisition, club conversion, average order value, repeat visitation, and reservation utilization—to identify opportunities and improve performance
Partner with the leadership on strategic planning, pricing, staffing, and growth initiatives

Leadership & Team Development
Lead, coach, and develop hospitality leaders and Outbound Sales Department, fostering accountability, professionalism, and strong team communication
Support recruiting, onboarding, performance management, and employee development while building a positive, high-performing culture
Mentor managers to become proactive business leaders focused on exceptional guest experiences and revenue growth
Guest Experience & Brand Standards
Ensure every guest interaction reflects brand standards and hospitality philosophy, championing an elevated guest experience aligned with brand storytelling and campaign initiatives
Oversee service execution for VIP visits, trade guests, allocation members, and special hospitality experiences
Maintain presentation standards for all guest-facing spaces

Operational Excellence
Drive operational improvements that enhance efficiency, guest experience, and team performance while ensuring compliance with company policies and regulations
Partner cross-functionally and optimize hospitality systems, reservations, staffing, and service execution to support business goals

Qualifications
5+ years of progressive leadership experience in winery hospitality, luxury hospitality, DTC wine operations or similar environment
Proven success leading teams and driving revenue performance
Strong understanding of DTC wine sales, club conversion strategies, hospitality operations, reservation management, guest recovery and staffing and labor management
Experience managing leaders and developing high-performing teams
Strong analytical and operational thinking skills
Excellent communication, organizational, and leadership abilities
Ability to remain calm, professional, and solutions-oriented in fast-paced environments
Passion for hospitality, wine, team culture, and guest experience

Preferred Qualifications
Experience with multi-unit tasting room management or similar environment
Familiarity with Commerce7, reservation systems, POS systems, and reporting platforms

Compensation & Benefits
Salary Range: $120k - $140k
100% of health and dental paid
Paid time off, sick leave and holidays
401(k) with company match

Employee Perks
Wine and hospitality industry benefits
Wine allocation and employee discounts
Leadership development opportunities
Business cell phone provided

Work Environment & Requirements
Culture - Supportive, people-first culture built on collaboration, where leaders invest in their teams and employees take pride in their work, growth, and contributions
Environment - In office Monday - Friday, May be required to work some occasional evenings and/or weekends with as needed
Physical Requirements - This role primarily operates in an office environment. Occasional lifting of materials for events or content production may be required, up to approximately 40 pounds (such as cases of wine)