DTC Channel Leader

Job Description:

Williams Selyem - DTC Channel Leader

The DTC Manager/Director will lead Williams Selyem’s direct-to-consumer business, with responsibility for channel strategy, allocation releases, customer engagement, shipping and logistics, inventory management, and team leadership. This position will own the complete DTC customer journey, from joining the Williams Selyem List through allocation, purchase, fulfillment, and long-term retention. The successful candidate will combine strategic leadership with operational discipline, ensuring that revenue goals are supported by thoughtful customer engagement, accurate execution, and responsible stewardship of the winery’s inventory.

The ideal candidate will be a passionate advocate for the customer, a disciplined operator, and an effective team leader who uses data, systems, and personal engagement to strengthen the Williams Selyem community and deepen long-term customer relationships.

DTC Strategy and Allocation Release Management
> Own the performance of the DTC channel.
> Develop the annual DTC strategy and allocation calendar.
> Lead all allocation releases.
> Provide senior leadership with clear reporting on DTC performance, customer trends, operational risks, and recommended actions.

Customer Engagement, Retention, and List Growth
> Build a customer-first service culture centered on personalized, and proactive engagement across every customer touchpoint.
> Develop strategies to improve retention and re-engage lapsed members.
> Continually improve the new-member journey.
> Partner with Marketing and Hospitality to convert qualified prospects, winery visitors, referrals, and event attendees into active List members and long-term customers.

E-commerce, CRM, and Customer Service
> Serve as the business owner for Commerce7 and related DTC systems.
> Maintain the integrity of customer data, including segmentation, preferences, purchase history, CRM notes, communication status, and List hygiene.
> Partner with Marketing to develop personalized communications, triggered campaigns, customer journeys, and sales opportunities.
> Establish clear service standards for response times, order accuracy, follow-up, issue resolution, and CRM documentation.
> Ensure customer questions and escalations are handled promptly, accurately, and with the warmth and professionalism expected of Williams Selyem.

Shipping, Logistics, and Fulfillment
> Oversee winery shipping, logistics, and fulfillment. Serve as the primary operational liaison with fulfillment centers, carriers, compliance providers, and other logistics partners.
> Manage shipping calendars, order batching with warehouse partners and winery ERP, warehouse releases, weather holds, delivery exceptions, returns, damages, reships, and customer communication.
> Monitor fulfillment performance, delivery success, shipping costs, service issues, and partner accountability, recommending improvements when needed.
> Maintain documented procedures, service standards, escalation protocols, and contingency plans.

Inventory and SKU Management
> Maintain oversight of finished-goods inventory across DTC, Hospitality, Wholesale, library, strategic reserve, and other designated inventory categories.
> Monitor inventory levels, depletion rates, aging, sell-through, channel allocation, and projected demand, identifying areas of risk and opportunity.
> Lead the evaluation of SKU balance and efficacy.

Team Leadership and Cross-Functional Collaboration
> Lead, coach, and develop the DTC team, establishing clear expectations, responsibilities, service standards, and accountability.
> Build team capabilities in customer engagement, wine knowledge, sales, Commerce7, CRM use, data analysis, shipping, and release execution.
> Develop clear procedures and cross-training that support accuracy, consistency, operational efficiency, and business continuity.
> Lead cross-functional planning with Finance, Marketing, Hospitality, Production, Sales, and external fulfillment partners.
> Serve as the central point of accountability connecting customer demand, inventory availability, release strategy, communication, and fulfillment execution.

Key Performance Indicators
> DTC performance: Net revenue, performance to budget, response rate, average order value, release sell-through, and e-commerce conversion.
> The List health: Retention, purchase frequency, lapsed-member recapture, new-member conversion, Top 100 engagement, and active List growth.
> Customer experience: Response time, service-level adherence, order accuracy, issue resolution, and customer satisfaction.
> Inventory and portfolio: Inventory accuracy, forecast accuracy, depletion, aging inventory, SKU productivity, and channel allocation.
> Shipping and fulfillment: On-time shipment, fulfillment accuracy, damages, returns, reships, carrier performance, and cost per order.

Qualifications
> At least five years in direct-to-consumer sales, e-commerce, customer experience, operations, with luxury wine industry experience strongly preferred.
> Demonstrated experience managing a meaningful DTC revenue channel, allocation program, membership business, or comparable luxury customer portfolio.
> Experience overseeing shipping, fulfillment, logistics, finished-goods inventory, forecasting, reconciliation, and third-party operational partners.
> Proven ability to lead and develop a team while managing complex releases and cross-functional projects with a high degree of accuracy and accountability.
> Strong analytical, financial, and communications skills.
> Deep experience using Commerce7 or a comparable CRM and e-commerce platform.

Leadership Profile
> Customer-centered, with an instinct for personal, anticipatory service.
> Strategic enough to lead the channel and hands-on enough to ensure excellent execution.
> Calm, organized, and decisive.
> Collaborative leader and disciplined steward of the List, inventory, and brand.

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