We are seeking an experienced and driven Guest Experience & DTC Sales Manager to lead our guest-facing hospitality operations. This position plays a central role in delivering an exceptional wine country experience while driving direct-to-consumer sales performance across tasting room, wine club, and private event channels. The ideal candidate is a proven hospitality leader with a deep passion for wine, a talent for coaching teams, and a hands-on approach to operations.

What You’ll Do:

Tasting Room & Guest Experience:
Oversee all daily tasting room operations, including opening/closing procedures
Maintain a polished, welcoming environment across all guest spaces
Lead tastings and tours with confidence, brand storytelling, and wine education
Ensure smooth guest flow and a premium hospitality experience
Manage POS transactions, guest data capture, and order processing
Maintain an active TIPS certification

Sales & Wine Club:
Drive DTC sales performance and wine club conversions
Monitor daily, monthly, and quarterly sales goals
Engage guests in a way that naturally supports wine club growth
Oversee order flow through fulfillment and delivery

Team Leadership:
Train, coach, and motivate the hospitality team
Model a guest-first, service-driven culture
Foster a positive, supportive environment where the team can excel

Events & Outreach:
Manage private events from planning to on-site execution
Build relationships with trade partners and industry contacts
Support marketing efforts to attract new visitors and club prospects
Assist with occasional wholesale deliveries and vendor coordination

Inventory & Administration:
Oversee inventory management and reconciliation
Conduct regular counts and maintain supply levels
Support administrative tasks related to hospitality operations

What We’re Looking For:

2+ years of leadership or management experience in a winery, tasting room, or fine dining environment
Proven ability to drive DTC sales and wine club sign-ups
Proficiency with POS systems and Microsoft Office applications
Strong knowledge of California wine regions; familiarity with cool-climate varietals is a plus
Genuine enthusiasm for the wine industry and a client-centered hospitality environment
Ability to excite and inspire a team to achieve and surpass financial goals
Ability to lift up to 50 pounds, climb stairs, and stand or walk for extended periods
Open availability, including weekends, holidays, and rotating weekdays
Spanish language skills not required, but appreciated

Compensation & Benefits:

Hourly Rate: $30–$33/hr Non-exempt Position
Estimated Annual Gross Earnings: $62,000–$85,000+ (includes tips, wine club commissions, and event sales commissions)
Employee wine allocation and product discounts
Benefits available after 90 days: Medical, Dental, and Vision Insurance, 401 (k) Match, Paid Holidays, and PTO


This position is central to shaping the guest experience and driving the success of our DTC channels. You’ll be the face of the winery for many visitors, and your leadership will directly influence sales performance, team culture, and long-term guest relationships.