Job Details

Miller Family Wine Company is seeking an experienced and results-driven DTC Manager to lead and optimize our Direct-to-Consumer business across tasting rooms, wine clubs, e-commerce and online retail channels. This role combines strategic planning, with operational oversight to drive sales growth, budget management, ensuring profitability, elevating customer experience, and strengthening brand loyalty. This role involves strategic planning, budget management, and ensuring profitability while maintaining a high level of customer engagement and satisfaction. The ideal candidate will bring a deep understanding of e-commerce trends, customer behavior, and digital marketing, along with a proven ability to manage hospitality operations and customer engagement programs. Responsibilities include overseeing tasting room and wine club performance, managing digital marketing initiatives across website and social media platforms, and ensuring cohesive brand execution across all DTC touchpoints. This is a highly collaborative role that blends creativity with analytical acumen—tasked with developing strategies that connect our guests in person and online, delivering measurable growth and exceptional customer satisfaction.

Essential Functions

Leadership & Team Management

• Supervise Tasting Room leads, Event Coordinator, and Wine Club Manager.
• Support and oversee Tasting Room day‑to‑day initiatives as needed.
• Provide training, performance evaluations, and foster a culture of continuous improvement.

Financial Oversight

• Oversee and understand Tasting Room, e‑commerce and Wine Club P+L.
• Track and implement tasting room budgets.
• Analyze COGS and margins, implementing a strategic profitability model.

Strategic Planning, Sales & Forecasting

• Develop and implement strategic sales plans aligned with corporate goals.
• Create team goals that support overall corporate objectives.
• Collaborate with Events Coordinator on creating ongoing events, new initiatives, and programming.
• Provide recommended avenues for Marketing initiatives to drive brand awareness and business strategy.
• Work closely with demand planning and sales channels to develop accurate annual forecasts.
• Align sales goals, strategy, and vintage release schedules.
• Monitor and manage discounting allowances.

Customer Experience, Retention and Engagement

• Oversee Wine Club and experiences.
• Monitor and respond to customer feedback and reviews to improve satisfaction.
• Ensure secure and efficient payment process to maintain security and protect customer data and privacy.

E‑Commerce

• Manage e‑Commerce channels including website management, e‑calendar and e‑commerce promotions and outreach in conjunction with marketing director.
• Website Updates and Management with Agency.
• Stay informed about market trends and analyze customer needs, price schedules, and discount rates.
• Build monthly digital ad campaigns with marketing leadership.
• Oversee SEO/Google.

Operational Efficiency

• Align cross‑departmentally to create efficiencies.
• Review daily sales numbers, foot traffic, and conversion rates for effective business management.
• Analyze product margin and profitability to provide strategic solutions.
• Inventory management: oversee inventory levels and collaborate with fulfillment team.

Market Analysis and Community Engagement

• Represent the company at trade association meetings to promote products and brands.
• Cultivate relationships within the community to drive engagement and foot traffic.

Analytics and Reporting

• Analyze product margin and profitability to provide strategic solutions.
• Utilize analytics tools to monitor and analyze key performance indicators (KPIs).
• Generate regular reports on e‑commerce performance and provide actionable insights.
• Stay informed about market trends and analyze customer needs, price schedules, and discount rates.

Education and Experience

• Bachelor's Degree in Business, Marketing, Communications, or a related field, or equivalent of 5-7 years of experience with some education.

Required Skills

• Three or more years of proven success in similar role.
• Strong skills in budget development, P+L management and oversight.
• Strong understanding of e‑commerce platforms and digital marketing.
• Proficiency in team management.
• Clean driving record.

Physical Demands

• Must be able to occasionally lift 50 lbs.
• Ability to travel/drive between Tasting Rooms effectively.

Supervisor Responsibilities

• Directly supervises 3 or more employees.
• Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws.
• Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints, and resolving problems.

Salary

90,000-100,000 depending on experience and qualifications

Benefits Include

• Comprehensive Health Coverage: Medical, dental, and vision insurance with multiple plan options
• Retirement Savings: 401(k) plan with employer match
• Paid Time Off: Generous vacation, sick leave, and paid holidays
• Employee Discounts: Exclusive access to company products