Director of Sales

Job Description:

About the Role
Wiens Cellars is a family-owned estate winery in the heart of Temecula Valley, and our tasting room is the engine of our direct-to-consumer business — the place where guests fall in love with the brand and become members for life. We are hiring a Director of DTC Sales & Hospitality to own that engine end to end: the revenue it generates, the team that runs it, and the experience every guest remembers.
This is a leadership seat with real accountability. You will be responsible for tasting-room revenue, wine club growth, service standards, wholesale and the performance of a team of 20–30 servers — supported by managers and sales leads — that delivers all three. It is equal parts commercial — you carry the numbers — and hospitality — you set the standard for how guests are treated. If you lead from the floor, coach a team to sell without ever feeling like they are selling, and turn first-time visitors into lifelong members, this is your room to run.

Why Wiens Cellars?
You will lead the highest-visibility, highest-revenue guest touchpoint at a winery we are elevating into one of Southern California’s premier estate destinations — with direct access to leadership, a team to build, and a compensation structure that pays you for the results you drive. Your work shapes both the guest experience and the bottom line, and there is a clear path to grow as the estate does.
And the wine backs it up. Wiens is an award-winning estate: our portfolio has earned multiple Best of Class awards and a Best of Show, White at the Los Angeles International Wine Competition, along with a long list of Gold, Double Gold, and 90+-point wines. You will be selling a product that wins on merit — not just marketing.

What You’ll Own
Revenue & DTC Growth
•  Own tasting-room revenue, wine sales, and wine club conversion and retention — you carry the DTC number and are accountable for hitting it.
•  Set, monitor, and act on the KPIs that drive results: conversion rate, average check, club sign-ups, member retention, and revenue per guest.
•  Train and coach the team on consultative selling and brand storytelling so revenue growth feels like exceptional hospitality, not a pitch.
Guest Experience
•  Ensure every guest receives a warm, personalized, memorable tasting — and hold the team to service standards that reflect a premium estate brand.
•  Resolve guest concerns promptly and gracefully, and use them to raise the standard.
Team Leadership
•  Lead and develop a tasting-room team of 20–30 servers, along with managers and sales leads — recruiting, hiring, training, and growing the staff.
•  Oversee the schedule, manage labor cost against revenue, and run performance reviews and ongoing coaching that lowers turnover and raises performance.
Operations & Compliance
•  Oversee daily tasting-room operations for consistency and efficiency, including POS systems, cash handling, and inventory controls.
•  Ensure full compliance with California ABC and all alcohol-service regulations, and maintain cleanliness, organization, and visual standards.
Events & Membership
•  Support winery events, private tastings, and signature experiences, and partner with the marketing and wine club teams to convert engagement into membership and revenue.
In a growing, family-owned business, priorities evolve — you will also take on other duties as assigned to support the tasting room and the broader team.

What Success Looks Like in Your First Year
•  Tasting-room revenue and wine club conversion targets are met or exceeded, with KPIs trending up quarter over quarter.
•  The floor team is stable, well-trained, and consistent — turnover is down and service standards are uniformly high.
•  Labor cost is managed in line with revenue, and there is a repeatable playbook for turning events and experiences into club sign-ups.
Who You Are
•  Hospitality at your core. You believe a great guest experience is the product, and you set the standard by leading from the floor.
•  You carry the number. You are comfortable owning revenue and club targets, and you coach a team to hit these targets without losing the warmth.
•  A people leader. You build, develop, and retain strong teams, and people do their best work for you.
•  Rigorous about the details. POS, cash, inventory, and compliance are handled right — every shift, no exceptions.
Qualifications
Required
•  5+ years of hospitality, restaurant, or tasting-room management experience.
•  A proven track record of both leadership and sales or revenue performance.
•  Wine knowledge and a genuine passion for guest service.
•  Excellent communication and problem-solving skills.
•  Experience with POS/CRM systems (Commerce7 a strong plus).
•  Availability to work weekends and holidays — our peak business days.
•  Valid California Responsible Beverage Service (RBS) certification, or the ability to obtain one within 60 days of hire.
Preferred
•  Direct experience growing a wine club or membership program and managing a high-volume DTC or tasting-room operation.
•  Familiarity with California ABC compliance and DTC alcohol regulations.
•  A history of building and retaining teams in fast-paced, high-turnover environments.
Physical & Schedule Requirements
•  Ability to stand for extended periods and to lift and carry up to 50 lbs.
•  Comfort in a fast-paced, high-volume environment.
•  Our highest-traffic, highest-revenue days are weekends and holidays, so this role works most weekends. Mondays and Tuesdays are our lowest-volume days and are typically when days off fall.

Compensation & Growth
Base salary of $95,000–$105,000, commensurate with experience, plus incentives up to $20,000 or more tied to tasting-room revenue, wine club growth, and team results — bringing on-target earnings (OTE) to roughly $105,000–$125,000 for strong performance.
This role is designed for growth.

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