Director of Tasting Room
Rutherford Tasting Room
Job Type

About Peju: 

Peju Winery is a family owned and operated winery located in Rutherford, in the heart of Napa Valley. Farming organically and sustainably, our estate-grown fruit develops into award winning wines that exhibit a graceful pairing of power and elegance. Peju Winery has been awarded Best Place to Work by the Northbay Business Journal for four years running. We are a Certified Green Winery committed to protecting the environment, providing extraordinary customer service, and recruiting smart, talented people to work with us.


Reporting to the President, this position provides leadership, business development strategies
and manages the day to day operations and revenue for Tasting Room & Merchandise Sales,
is responsible for profitability, increasing revenue, sales growth, managing budgets, P&L,
guest experience, wine/merchandise inventory and financial management.

Key Duties & Responsibilities:

  • Develop and manage and a dynamic sales team. Hire, train, promote and terminate staff.
    Conduct performance conversations on a regular basis and provide sales results ensuring
    staff is on target.
  • Drive profitability and revenue generation in every business unit.
  • Develop and implement business development strategy to increase visitation.
  • Develop and implement outreach programs that drive measurable increases in foot traffic,
    brand recognition and retail sales.
  • Ensure tasting room staff conducts themselves as brand ambassadors demonstrating
    positive characteristics of exceptional guest service.
  • Provide leadership in all aspects of guest sales and guest hospitality by modeling the
    highest level of guest service and focused sales behavior at all times.
  • Create, monitor, and communicate individual and team sales goals and metrics.
  • Communicate and train staff on sales, service and products along with a consistent brand
    message of 35 years Family-owned and operated, Rutherford appellation, award winning
    Napa Valley Wines.
  • Communicate the company mission, vision and values. Inspire others in a positive
    manner by conveying a genuine, positive and professional attitude, which drives
    accountability and profitability.
  • Other duties as assigned. 

 Financial Management:

  • Ensure sales team is meeting comp plan budget month. Monitor and communicate
    progress. (TR Sales, TR phones, Wine Club Sign up and Data Capture) Oversee monthly
    KPI dashboard and ensure each team member is meeting their goals. Provide coaching
    or performance improvement planning for team members that are consistently below
  • Oversee labor costs, pour costs, inventory control, accurate reporting of foot traffic,
    taster/non/taster. Ensure inventory control procedures including: sales register receipt
    process, BTRs, no charge slips, credits, chargebacks and transfers. Effectively manage
    operating costs to budget reviewing P&L’s monthly and consistently seek ways to
    increase revenue. 
  • Ensure policies and procedures are followed for closing/opening, cash handling and that
    security of assets are secure. (safe, keys, cash)

Guest Service Management: 

  • Ensure memorable guest experiences that exceed expectations while meeting/exceeding
    financial goals. Ensure consistency is products and services.
  • Ensure Peju offerings are communicated to guests; tastings, experiences, wine club
    membership, art gallery, culinary and merchandise.
  • Ensure planning and coordination for VIP, Trade and Wine Club members is exceptional
  • Ensure guests have a short wait time. Offer alternatives to guests to ensure they are
    entertained until their tasting time. Manage Wine Educator rotation.
  • Oversee the implementation of scheduling, time off requests, daily counter assignments
    and rotations.  
  • Ensure company dress code and time off procedures are consistently adhere to.

Retail Merchandise Management:

  • Work closely with Retail Manager on showcasing and procuring merchandise for Tasting
    Room to reflect brand image. Maintain inventory controls and manage monthly reports for
    merchandise profitability.
  • Assess usage of Rutherford Room and how to maximize the room to increase profitability.  
  • Manage ordering based on seasonality and ensure purchasing profitability

Outreach & Consumer Events:  

  • Develop relationships with key external businesses that offer guest experiences; limo
    services, hotels, bed and breakfasts and resorts. 
  • Attend wine industry and DTC events to build relationships and drive guest traffic.  
  • Promote the wineries through consumer events to increase revenue.  
  • Monitor hotel and hospitality trends to improve and innovate guest services and offerings.  
  • Participate in outside wine events to educate customers on brand and winery offerings


  • Work closely with Winery Chef to develop new and modify existing menus, product lines
    and culinary offerings to increase profitability.
  • Ensure food handling and sanitation is at the highest level of standards.
  • Support and enhance Peju green efforts, reducing waste and providing recyclable
    supplies to reduce landfill. 
  •  Bachelors of Science degree in Marketing, Sales or Business Development
    Minimum of 10 years of experience in revenue generation, sales management and
    customer engagement.
  • Strong leadership skills with expertise in developing, inspiring and building engagement
    with employees.
  • Deep understanding of wine and food and consumer insights.
  • Entrepreneurial and creative; developing new programs or guest experiences that drive
  • Ability to spot and resolve problems efficiently and a willingness to work within constantly changing priorities with enthusiasm.
  • Strong communication skills; both written and oral.
  • Demonstrated ability to make successful presentations to both individuals and groups.
  • Extraordinary guest service and a hospitality-driven approach with guests and employees.
  • Ability to project credibility, in an honest, genuine and professional manner.
  • Excellent organizational and follow-up skills.
  • Working knowledge of Microsoft Office Suite. 
Salary Description
$110,000.00 - $150,000.00