Director of Consumer Sales & Hospitality

Director of Consumer Sales & Hospitality 

Position Overview 

The Director of Consumer Sales and Hospitality is a key leadership position with responsibility for all aspects of our direct-to-consumer (DTC) sales and estate hospitality programs. Our DTC channels include our visitor center (tasting room), wine club, website and outbound sales. Our hospitality programs include hosting consumer and trade guests for wine and culinary experiences as well as events of all sizes.  This position reports directly to the President and works closely with the departmental leaders and the Trefethen family to ensure successful strategic alignment across the organization. Collectively, our goal is to bring the Trefethen family’s vision to reality. This vision includes providing a superlative experience to all guests and meeting ambitious sales goals while embracing our shared core values – family, respect, sustainability, learning, authenticity, and joy! 

 Essential Functions 

• Develop and execute against ambitious monthly, quarterly, and annual sales targets for all DTC sub-channels (Hospitality, Outbound, Events, E-commerce, Wine Club & Hospitality); frequently report progress toward goal 

• Provide management, coaching and relationship building aligned with the company’s people-centric culture to four direct reports including Hospitality Manager, Direct Sales Manager, Winery Chef, and Events Manager  

• Provide mostly indirect, but occasionally direct, management for the teams associated with the direct reports above. This includes responsibility for all hiring, promotion and employment separations across the Direct-to-Consumer department, in collaboration with the Executive Vice President and Human Relations Manager 

• Closely manage each department P&L through in-depth financial analysis and budget management while maximizing DTC profitability  

• Conduct variance analysis and forecasts as needed and develop annual operating budget for three departments 

• Responsible for development and implementation of the DTC business plan, assuring coordination and synergies are maximized through the organization  

• Provide leadership and strategic direction to develop, strengthen and execute the omni-channel strategic sales and marketing plan to drive accelerated growth across all DTC channels 

• Work with the hospitality department team to expand guest experiences on-property and in alternate locations , ensuring the delivery of memorable and differentiated luxury programs to solidify customer loyalty and attract new clientele 

• Optimize the Direct-to-Consumer (DTC) programs to drive sales, increase membership growth, and reduce attrition. This involves continuous evaluation, refinement, and execution of wine club offerings, outbound sales campaigns, consumer events, and business development programs 

• Work collaboratively with the Marketing department to develop and execute e-commerce programs including e-mail campaigns and dynamic website and social media content 

• Ensure proper inventory management and on- and off-site order fulfillment in collaboration with Direct Sales Administrator 

• Analyze internal data and industry benchmarks frequently to measure team performance and provide suggestions for areas of improvement and implementation of best practices 

• In collaboration with Hospitality Manager, manage an effective outreach program to local hotels, tour companies, wineries, etc. to drive qualified visitor traffic to winery 

• Curate a diverse and appealing product selection in our gift shop while ensuring proper inventory management and brand alignment  

• Develop, upkeep, and execute tasting menus while maintaining our brand’s essence and continuously striving to enhance our guests’ experience   

• Coordinate frequent trainings for employees in the areas of sales, hospitality, product knowledge and safety 

• Maintain a safe environment for guests and employees and ensure that all safety policies are followed 

• Ensure that all practices are compliant with local, state and federal regulations including the areas of Alcoholic Beverage Service, Human Resources, and DTC sales and shipments 

• Other duties as assigned 

Job Requirements 

• Minimum of 5 years direct sales, hospitality, customer service, ecommerce and wine club management experience with responsibility leading a team of 20 or more people  

• Proven track record of inspiring teams to achieve exceptional results through a combination of strong leadership skills and emotional intelligence 

• Demonstrated ability to foster a positive and collaborative work environment where individuals feel valued and empowered 

• Experience working with a wine or luxury business of similar size and reputation 

• Knowledge of fine wines and food pairings, plus experience in and passion for hospitality and customer service 

•  Demonstrated ability to identify market opportunities, develop effective sales strategies, and execute with precision to achieve significant sales growth through a combination of   strategic planning and detailed analysis 

• Excellent verbal and written communication skills; organized and detail oriented 

• Bachelor’s degree or equivalent required 

• Proficiency with Commerce7, RedChirp and WinePulse or ability to learn 

• Proficiency in MS Word, MS Excel, and e-mail 

Physical Requirements 

• Operate a desktop computer using keyboard and mouse, employing repetitive arm and wrist motions 

• Manual dexterity sufficient to reach/handle items and work with the fingers 

• Specific vision abilities require close and distance vision 

• Sit and/or stand for long periods of time 

• Occasionally lift and/or move objects weighing up to 40 pounds 

• Occasionally bend, stoop, reach, kneel, crouch, or climb stairs