Company Overview
Parable is a family-owned, ultra-premium Napa Valley wine estate dedicated to crafting site-specific, world-class wines. Rooted in renowned terroirs like the McGah Family Vineyard in Rutherford, legendary sites like Ritchie and ToKalon and the rugged, high-elevation blocks of Mt. Veeder and Atlas Peak, we value heritage, meticulous craftsmanship, and exceptional storytelling. We are seeking a dynamic, polished, and entrepreneurial DTC & Hospitality Representative to serve as a primary ambassador for our brand, delivering an unforgettable, high-touch experience to our collectors and guests.
Essential Duties and Responsibilities
*Estate Ambassadorship: Act as the primary daily host for Parable private tastings in Napa Valley, executing experiences from Wednesday through Sunday.
*Brand Storytelling: Maintain a deep, comprehensive understanding of Parable’s history, winemaking philosophy, and distinct vineyard sites—spanning the iconic soils of Rutherford, St Helena and Oakville to extreme mountain terroirs—with the ability to deliver our narrative with genuine passion and sophisticated hospitality.
*Strategic Business Development & Partnership Outreach: Proactively build and maintain a robust network of strategic referral partnerships across Napa and Sonoma valleys. This includes conducting regular, targeted outreach and hosting industry tastings for: Luxury Hotels & Resorts: Cultivating deep relationships with lead concierge teams, guest relations managers, and property directors at ultra-luxury resorts to position Parable as a premier destination for their top-tier clientele. Premium Transportation Providers: Partnering with luxury private drivers, tour operators, and executive transportation services to ensure Parable is a top-of-mind recommendation for customized itineraries. Neighboring Wineries & Estate Partners: Developing strong peer-to-peer referral networks with high-end, appointment-only wineries to drive qualified cross-referrals of mutual collectors.
*Private Tasting Execution: Lead collectors and trade guests through personalized, educational tasting experiences, effectively sharing our vision while driving wine allocation acquisitions and mailing list memberships.
*Calendar & Inquiry Management: Facilitate the hospitality calendar, promptly responding to reservation inquiries, vetting qualified leads, and scheduling private tastings.
*Salon & Estate Curation: Ensure the daily aesthetic and operational maintenance of the hospitality space, including immaculate presentation, general cleaning, and proactive inventory restructuring of wine, glassware, and brand collateral.
*Hospitality Provisions: Source and beautifully present premium seasonal culinary accompaniments designed to elevate and complement the Parable tasting flight.
*Client Relationship Management (CRM): Assist with member outreach, retention strategies, and direct relationship-building efforts to cultivate long-term brand loyalty.
*Events Coordination: Assist in the flawless planning, setup, and execution of private DTC member events, release parties, and internal winery functions.
*POS & Data Systems: Proficiently operate the winery’s POS and CRM platforms to accurately process tasting sales, manage allocations, and log detailed customer preferences and notes.

Job Requirements
*Fine Wine Experience: At least 2 years of dedicated experience working within luxury, appointment-only fine wine hospitality or high-end estate tasting rooms.
*Polished Demeanor: Proven hands-on experience interacting with high-net-worth individuals, business partners, and industry peers, maintaining a warm, sophisticated, and professional demeanor at all times.
*Education & Wine Knowledge: A Bachelor’s degree is preferred. Advanced wine credentials (such as WSET or Court of Master Sommeliers coursework) and a deep, articulate understanding of viticulture, winemaking, and luxury wine marketing are strongly preferred.
*Family-Estate Agility: Experience working within an entrepreneurial or family-owned wine operation, featuring a natural willingness to be flexible, proactive, and adaptive to a constantly evolving business environment.
*Exceptional Communication: Superior verbal and written communication skills, with an innate ability to write personalized, elegant follow-up correspondence to collectors.
*Location & Travel: Ability to commute reliably to our hospitality property in Napa Valley on a daily basis. Routine travel within the Napa Valley and occasional in market as well
*Physical Demands: Ability to lift standard winery supplies (including standard 9L cases of wine) and comfortable standing for extended portions of the working day.
Schedule Flexibility: Ability to host members 5 days per week, including weekends and occasional holidays (Standard Schedule: Wednesday – Sunday).

Compensation & Benefits
*Base Hourly Rate: $25.00 – $30.00 per hour, commensurate with luxury hospitality experience.
*Wine Club Incentives: Lucrative sign-up bonuses for new wine club and allocation memberships secured during guest hostings.
*Sales Commissions: Highly competitive commission structure on daily tasting room retail sales, private allocations, and orders closed.