Position Summary:

We are seeking a strategic, detail-driven, and hospitality-focused Director of DTC & Customer Experience to lead all aspects of our direct-to-consumer sales and guest experience. This is a senior-level role that combines high-level planning with hands-on execution—overseeing wine sales, club programs, marketing coordination, and the overall guest journey. The ideal candidate brings strong leadership skills, deep knowledge of luxury wine sales, and a passion for creating memorable and meaningful customer connections.
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Key Responsibilities:

DTC Strategy & Sales Execution

•  Lead all DTC wine sales across allocation, club, and e-commerce channels to achieve annual revenue goals.
•  Build and execute wine releases, managing timelines, accuracy, and seamless customer communication.
•  Develop and manage the annual DTC sales plan, including forecasts, KPIs, and post-campaign performance reviews.
•  Oversee inventory control related to DTC channels, ensuring availability, compliance, and fulfillment readiness.
•  Partner with GM and marketing to drive customer acquisition, engagement, and conversion.
•  Develop & launch a programs in alignment with brand values and business objectives.
•  Produce monthly outbound communication calendars (offers, newsletters, engagement strategies) to enhance customer retention and loyalty.

Customer Experience & Brand Hospitality

•  Oversee all facets of the customer journey—on-site, remote, and post-visit—to ensure a luxurious, seamless experience.
•  Design and implement programs that elevate guest engagement, hospitality standards, and brand storytelling.
•  Foster relationships with local businesses and community organizations to expand brand visibility and attract new clientele.
•  Provide direct support to customers as needed, ensuring high-touch service and timely resolutions.

Team Leadership & Cross-Functional Collaboration

•  Recruit, lead, and develop a high-performing DTC and hospitality team with a focus on excellence and continuous improvement.
•  Conduct regular performance evaluations and facilitate growth opportunities for staff.
•  Promote a collaborative and values-driven work culture.
•  Work cross-functionally with tasting room, fulfillment, and marketing teams to ensure alignment in messaging, service, and operations.
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Qualifications:

•  5+ years of DTC management experience in the luxury wine or hospitality industry.
•  Ability to travel for tasting events and in market customer visits.
•  Proficiency with OFFSET, campaign monitor and other DTC tools preferred.
•  Proven success in developing sales strategies, launching allocation/club programs, and managing DTC operations.
•  Exceptional written and verbal communication skills.
•  Highly organized, with a strong attention to detail and ability to manage competing priorities.
•  Strong leadership and mentoring capabilities.
•  Proficiency in Microsoft Office (especially Excel) and CRM/POS platforms.
•  Deep passion for wine and delivering exceptional guest experiences.

We offer exceptional benefits package including full medical, dental, vision, life insurance and 401k with substantial company match. We are looking or a high level well seasoned candidate to join and lead our wineries DTC efforts.