Job Summary

The Director of DTC Operations provides strategic leadership for the direct-to-consumer business, with primary responsibility for Charles Krug Winery. This role oversees all DTC revenue channels, including the tasting room, wine club, eCommerce, tele-sales, events, and hospitality experiences. The successful candidate will balance strategic thinking with hands-on leadership, maintaining a strong focus on financial performance, customer relationships, employee development, and the long-term success of Charles Krug's direct-to-consumer business.

The Director is accountable for driving revenue growth, profitability, customer acquisition and retention, visitation, and guest satisfaction while ensuring operational excellence and alignment with company objectives. Working closely with Marketing, Finance, Operations, and Executive Leadership, this position develops and executes strategies that strengthen customer relationships and support the long-term success of the DTC business.

Essential Duties and Responsibilities

Strategic Leadership & Revenue Growth

• Develop and execute DTC strategies to achieve revenue,      profitability, visitation, and customer growth objectives.
• Establish annual business plans, budgets, forecasts,      sales goals, and performance metrics.
• Identify opportunities to increase customer      acquisition, retention, average order value, and lifetime value.
• Monitor market trends and consumer behavior to adapt      business strategies and identify new growth opportunities.
• Collaborate with executive leadership on long-term      planning and business development initiatives.

Hospitality, Sales & Customer Development

• Provide leadership for tasting room, wine club,      eCommerce, tele-sales, events, and hospitality operations.
• Drive winery visitation through strategic partnerships,      tourism relationships, marketing initiatives, and customer acquisition      programs.
• Oversee wine club growth, member retention, customer      engagement, and loyalty programs.
• Partner with Marketing to execute customer      communication, promotional, and digital sales initiatives.
• Ensure exceptional guest experiences that strengthen      brand loyalty and drive sales conversion.

Financial & Operational Management

• Maintain accountability for DTC financial performance,      including revenue, profitability, labor, operating expenses, and budgets.
• Analyze business results and key performance indicators      to identify opportunities for improvement.
• Oversee DTC operational processes, inventory      coordination, order fulfillment, and customer service standards.
• Evaluate systems, technology, and processes to improve      efficiency, customer experience, and business performance.
• Ensure compliance with company policies and applicable      alcohol beverage regulations.

Team Leadership

• Lead, coach, and develop DTC managers and team members.
• Establish clear performance expectations,      accountability measures, and development plans.
• Oversee staffing, scheduling, workforce planning, and      labor management.
• Promote a culture of accountability, collaboration,      hospitality, and continuous improvement.
• Foster cross-functional partnerships to achieve      business objectives.

Required Critical Skills

• Strategic business planning and execution
• Revenue growth, sales leadership, and customer      development
• Financial management, budgeting, forecasting, and      P&L accountability
• Hospitality and customer experience leadership
• Data analysis and performance management
• Team leadership, coaching, and talent development
• Business development and partnership management
• Strong communication and cross-functional collaboration
• Problem-solving, innovation, and adaptability
• Operational planning and execution

• Bachelor’s degree in business, hospitality, marketing, or related field preferred; equivalent experience considered.

• 7+ or more years of progressive leadership experience in DTC sales, hospitality, retail, or consumer-facing operations, preferably within the wine industry.

• Proven success managing multiple revenue channels and delivering financial results.

• Experience with tasting room, wine club, eCommerce, hospitality, and event operations.

• Strong background in budgeting, forecasting, operational planning, and business analysis.

• Experience developing customer acquisition, retention, and revenue growth strategies.

• Familiarity with DTC technology platforms such as Commerce7, Tock, Mailchimp, and related reporting tools.

• Strong leadership, analytical, communication, and problem-solving skills.

• Ability to work onsite and maintain flexibility for evenings, weekends, and special events.