Director of Sales

Wiens Cellars – Temecula, CA Salary Range: $95,000-125,000 annually includes performance incentive
Full-time | Weekends & holidays required

About the Role

Wiens Cellars is seeking an experienced, sales-driven Director of Sales to lead daily operations in our high-volume, guest-focused tasting room. This role oversees service standards, team performance, sales results, and overall guest experience, with future potential to support wholesale oversight.

KEY RESPONSIBILITIES:

-Guest Experience & Service

-Ensure every guest receives a warm, memorable, and personalized tasting experience

-Uphold service standards that reflect the Wiens Cellars brand

-Address guest concerns professionally and promptly

SALES & PERFORMANCE:

-Drive DTC revenue through tastings, wine sales, and wine club conversions

-Train and coach staff on sales techniques and brand storytelling

-Monitor KPIs and implement strategies to improve results

TEAM LEADERSHIP:

-Lead and support Managers and Team Leads

-Recruit, hire, train, and develop tasting room staff

-Create schedules and manage labor costs

-Conduct performance evaluations and ongoing coaching

OPERATIONS & COMPLIANCE:

-Oversee daily tasting room operations for consistency and efficiency

-Manage POS systems, cash handling, and inventory controls

-Ensure compliance with all alcohol service regulations

-Maintain cleanliness, organization, and visual standards

EVENTS & MEMBERSHIP ENGAGEMENT:

-Support winery events, private tastings, and experiences

-Collaborate with marketing and wine club teams to enhance engagement

QUALIFICATIONS

REQUIRED:

*5+ years of hospitality, restaurant, tasting room, or sales management experience

*Proven leadership and sales performance history

*Wine knowledge and passion for guest service

*Excellent communication and problem-solving skills

*Experience with POS/CRM systems (Commerce7 a plus)

*Ability to work weekends, holidays, and flexible hours

PREFERRED

*Experience growing a wine club or membership program

*Familiarity with California ABC compliance

*Background managing high-volume guest environments

PHYSICAL REQUIREMENTS

*Ability to stand for extended periods

*Ability to lift and carry up to 50 lbs

*Comfortable in a fast-paced, high-volume environment

COMPENSATION & BENEFITS

*$95,000-125,000 annual salary

*Performance-based bonuses tied to sales, club growth, and labor goals (included in base pay shown)

*Health benefits, 401(k) with company match, PTO

*Employee wine discounts and industry perks

WHY JOIN WIENS CELLARS?

You’ll play a key role in shaping how guests experience our wines and our brand. We’re passionate about creating exceptional experiences and building a team that reflects that standard.