Guest Experience & DTC Sales Manager

We are seeking an experienced and driven Guest Experience & DTC Sales Manager to lead our guest-facing hospitality operations. This position plays a central role in delivering an exceptional wine country experience while driving direct-to-consumer sales performance across tasting room, wine club, and private event channels. The ideal candidate is a proven hospitality leader with a deep passion for wine, a talent for coaching teams, and a hands‑on approach to operations. What You’ll Do: Tasting Room & Guest Experience: Oversee all daily tasting room operations, including opening/closing procedures Maintain a polished, welcoming environment across all guest spaces Lead tastings and tours with confidence, brand storytelling, and wine education Ensure smooth guest flow and a premium hospitality experience Manage POS transactions, guest data capture, and order processing Maintain an active TIPS certification Sales & Wine Club: Drive DTC sales performance and wine club conversions Monitor daily, monthly, and quarterly sales goals Engage guests in a way that naturally supports wine club growth Oversee order flow through fulfillment and delivery Team Leadership: Train, coach, and motivate the hospitality team Model a guest‑first, service‑driven culture Foster a positive, supportive environment where the team can excel Events & Outreach: Manage private events from planning to on‑site execution Build relationships with trade partners and industry contacts Support marketing efforts to attract new visitors and club prospects Assist with occasional wholesale deliveries and vendor coordination Inventory & Administration: Oversee inventory management and reconciliation Conduct regular counts and maintain supply levels Support administrative tasks related to hospitality operations What We’re Looking For: 2+ years of leadership or management experience in a winery, tasting room, or fine dining environment Proven ability to drive DTC sales and wine club sign‑ups Proficiency with POS systems and Microsoft Office applications Strong knowledge of California wine regions; familiarity with cool‑climate varietals is a plus Genuine enthusiasm for the wine industry and a client‑centered hospitality environment Ability to excite and inspire a team to achieve and surpass financial goals Ability to lift up to 50 pounds, climb stairs, and stand or walk for extended periods Open availability, including weekends, holidays, and rotating weekdays Spanish language skills not required, but appreciated Compensation & Benefits: Hourly Rate: $30–$33/hr Non‑exempt Position Estimated Annual Gross Earnings: $62,000–$85,000+ (includes tips, wine club commissions, and event sales commissions) Employee wine allocation and product discounts Benefits available after 90 days: Medical, Dental, and Vision Insurance, 401(k) Match, Paid Holidays, and PTO This position is central to shaping the guest experience and driving the success of our DTC channels. You’ll be the face of the winery for many visitors, and your leadership will directly influence sales performance, team culture, and long‑term guest relationships. #J-18808-Ljbffr