Director of DTC Operations

Job Description:

Director of Direct-to-Consumer (DTC) Operations
The Director of DTC Operations provides strategic leadership for the direct-to-consumer business, with primary responsibility for Charles Krug Winery. This role oversees all DTC revenue channels, including the tasting room, wine club, eCommerce, tele-sales, events, and hospitality experiences.

The Director is accountable for driving revenue growth, profitability, customer acquisition and retention, visitation, and guest satisfaction while ensuring operational excellence and alignment with company objectives. Working closely with Marketing, Finance, Operations, and Executive Leadership, this position develops and executes strategies that strengthen customer relationships and support the long-term success of the DTC business.

Essential Duties and Responsibilities

Strategic Leadership & Revenue Growth
Develop and execute DTC strategies to achieve revenue, profitability, visitation, and customer growth objectives.
Establish annual business plans, budgets, forecasts, sales goals, and performance metrics.
Identify opportunities to increase customer acquisition, retention, average order value, and lifetime value.
Monitor market trends and consumer behavior to adapt business strategies and identify new growth opportunities.
Collaborate with executive leadership on long-term planning and business development initiatives.

Hospitality, Sales & Customer Development
Provide leadership for tasting room, wine club, eCommerce, tele-sales, events, and hospitality operations.
Drive winery visitation through strategic partnerships, tourism relationships, marketing initiatives, and customer acquisition programs.
Oversee wine club growth, member retention, customer engagement, and loyalty programs.
Partner with Marketing to execute customer communication, promotional, and digital sales initiatives.
Ensure exceptional guest experiences that strengthen brand loyalty and drive sales conversion.

Financial & Operational Management
Maintain accountability for DTC financial performance, including revenue, profitability, labor, operating expenses, and budgets.
Analyze business results and key performance indicators to identify opportunities for improvement.
Oversee DTC operational processes, inventory coordination, order fulfillment, and customer service standards.
Evaluate systems, technology, and processes to improve efficiency, customer experience, and business performance.
Ensure compliance with company policies and applicable alcohol beverage regulations.

Team Leadership
Lead, coach, and develop DTC managers and team members.
Establish clear performance expectations, accountability measures, and development plans.
Oversee staffing, scheduling, workforce planning, and labor management.
Promote a culture of accountability, collaboration, hospitality, and continuous improvement.
Foster cross-functional partnerships to achieve business objectives.

Required Critical Skills
Strategic business planning and execution
Revenue growth, sales leadership, and customer development
Financial management, budgeting, forecasting, and P&L accountability
Hospitality and customer experience leadership
Data analysis and performance management
Team leadership, coaching, and talent development
Business development and partnership management
Strong communication and cross-functional collaboration
Problem-solving, innovation, and adaptability
Operational planning and execution

Qualifications
Bachelor's degree in Business, Hospitality, Marketing, or related field preferred; equivalent experience considered.
7+ years of progressive leadership experience in DTC sales, hospitality, retail, or consumer-facing operations, preferably within the wine industry.
Proven success managing multiple revenue channels and delivering financial results.
Experience with tasting room, wine club, eCommerce, hospitality, and event operations.
Strong background in budgeting, forecasting, operational planning, and business analysis.
Experience developing customer acquisition, retention, and revenue growth strategies.
Familiarity with DTC technology platforms such as Commerce7, Tock, Mailchimp, and related reporting tools.
Strong leadership, analytical, communication, and problem-solving skills.
Ability to work onsite and maintain flexibility for evenings, weekends, and special events.

This job description describes the general nature and level of work performed and is not intended to be an exhaustive list of duties, responsibilities, or qualifications.

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