DTC Sales and Marketing Director
(Wine Jobs:
Sales & Marketing)
Full Time
Ram's Gate Winery, Sonoma,
California
Ram's Gate Winery is looking for a dynamic and enthusiastic DTC Sales and Marketing Director.
SUMMARY of EXPECTATIONS & QUALIFICATIONS
Expectations:
The DTC Sales and Marketing Director will oversee the critically important components of Ram’s Gate Winery – the growth and management of all DTC sales and marketing efforts inclusive of membership, web, allocation and related functions. It is expected that the DTC Sales and Marketing Director will be one of the most active leaders in all aspects of the Ram’s Gate Winery, constantly searching for ways in which to improve overall sales operations and membership growth. This position requires a drive for sales, passionate appreciation and respect for wine, guest service as well as desire to educate and share this with our staff, members and guests.
ESSENTIAL DUTIES & RESPONSIBILITIES:
Sales: Membership, eCommerce, Mailing List and Allocation
Develop, manage, market and continually enhance a successful DTC sales program through all channels.
- Create an annual calendar of member and non-member events designed to attract new and retain existing members. Define events and prepare budgets for each prior to every calendar/fiscal year based upon core activities (Wine, Food, Culture, Social and Education). These events should take place off premise and in key distribution states.
- Track purchasing trends by member, allocation, and web and create targeted marketing initiatives and sales opportunities
- Create compelling campaigns with a clear “purchasing” call to action
- Develop sales opportunities which entice members and non-members to purchase wine and join membership
Research and Analysis:
- Fully understand the demographic and behaviors of our membership towards improving retention and satisfaction.
- Analyze and understand the mailing list and appointments to improve membership conversations and patronage.
- Leverage the member and general mailing list to generate the greatest amount of sales utilizing “outbound hospitality”.
- Analyze customer purchase histories, both Tasting Room and Membership, and develop programs to increase sales by creating promotions, new membership programs, customer service initiatives, special events, campaigns etc
Departmental Management:
Inventory and Shipping
- Coordinate shipments for each tier of membership and allocation, including product selection and supporting materials.
- Perform long range planning for shipments, including inventory projections and development of members’ only wines.
- Work closely with an outside fulfillment company, if utilized, to process automatic shipments and member orders. Oversee communications between fulfillment Company and winery; verify shipments and billings, and all other activities as needed to guarantee accurate shipments.
- Periodically, analyze if fulfillment and shipping partners are performing to standard, addressing issues promptly and appropriately.
- Oversee all wine inventory at warehouse, library wines, fulfillment center and onsite storeroom.
- Manage all individual shipping through three tier licensed partners.
Administration
- Actively analyze all key elements of membership and allocation, including: member generating sources, product preferences, geographic concentrations and tier dynamics to name a few.
- Recommend action based upon the resulting data.
- Responsible for the accuracy of all membership, eCommerce, and allocation service records, including cash and credit card transactions, member counts and demographics, feedback surveys and other metrics as required to measure the attainment of goals and objectives.
- Manage all aspects of the CRM system and database. Ensure accurate reporting, data maintenance, and processing. Fully understand the system and its reach as it related to onsite and offsite (web) sales.
General Responsibilities
Financial Success
- Analyze, evaluate and report on all components related to overseeing DTC sales
- Create annual business plans, with periodic review and refinement.
- Analyze monthly P& L statements.
- Maintain budgeted operating, expense and labor costs.
- Identify opportunities to enhance both revenues and bottom line profitability.
Standards
- Maintain membership areas, storerooms and all related equipment in and organized, like new condition.
- Represent Ram’s Gate Winery with the highest level of ethics and enthusiasm regardless of whether the topic or situation is related to your direct responsibilities.
- Hands on and actively involved in the overall guest experience both on and off premise.
Brand Development:
- Lead the continual refinement and management of the Ram’s Gate Winery brand as it relates to print material, web, eCommerce, and digital campaigns
- Assist RGW team in developing media worthy activities.
- Periodically, evaluate the need, and opportunities to advertise.
- Manage all donations and volunteer activities, including wine auctions, pouring and events.
- Define and oversee Ram’s Gate Winery’s presence at significant wine events.
- Develop a strategic plan with Leadership, to leverage existing restaurant placements and identify new markets for the benefit of building the Ram’s Gate Winery brand.
Communications:
- Manage the Ram’s Gate Winery website making certain all elements are updated in a timely manner, and overall effectiveness in driving site visitors, bottle sales and memberships. Search engine optimization (SEO) being a component of this responsibility.
- Create all e-campaign materials and distribution including new wine releases, member events, special activities and offerings.
- Oversee all copy-writing for digital and print material making certain of consistency and the appropriate style and tone exist.
Management
- Support the marketing and promotion of Ram’s Gate Winery.
- This will require overseeing and/or participating in events held onsite and at remote locations.
- Strives to meet marketing objectives and drive higher visitation, membership and mailing list subscriptions.
- Responsible for understanding and complying with all applicable quality, environmental safety regulatory considerations.
- Responsible for the compliance of others under supervision
- Execute special projects and other assignments related to DTC and Marketing
- Actively interested in sharing information with supervisor, peers, reports, guests and members.
- Oversee all recruiting, hiring, scheduling, reviews, and leadership/goal setting for membership team.
- Oversee membership department including schedule, special projects, daily operations, and planning and executing events
- Providing support, guidance and assistance to the membership team as needed
APPLIED EXPERIENCE, EDUCATION/APPLIED EXPERIENCE, SKILLS & PHYSICAL DEMANDS REQUIRED FOR SUCCESS
Skills:
- Passionate about customer relationship marketing.
- Creative, strategic thinker who knows how to use marketing channels and personal communication to gain loyalty, brand awareness, sales and membership conversions.
- Experience in Copy-writing with existing samples of work
- Experience using Mailchimp and other email marketing services
- Excellent interpersonal and organizational skills and good attention to detail. Friendly and attentive manner towards guests and Ram’s Gate Winery team members.
- "Hands on” management style through leading by example.
- Ability to anticipate customer needs and respond appropriately.
- Creative, strategic thinker who knows how to use marketing channels and personal communication to gain loyalty and membership conversions.
- Financial acumen to extract data and deliver quality reports using Excel, inventory management and membership management systems.
- Strong proficiency with Microsoft Word, Excel, and Outlook. Ability to learn CRM platform Commerce 7 and POS system Toast
- Advanced writing and communication skills with a polished, professional presentation.
- Independently motivated with excellent managerial and leadership skills in all essential job functions.
- Ability to understand and respect the values and mission of Ram’s Gate Winery and carrying them forth through the guest experience.
- Ability to work in a team environment and perform duties and responsibilities in a manner consistent with the Company’s policies
- Highly accurate, organized and detail oriented, with strong multi-tasking and time management skills
- Self-motivated and willing to assume additional responsibilities.
- Ability to work effectively with internal and external teams to gain consensus and achieve goals.
- Builds a true team with a high level of morale and spirit.
- Ability to sell and create a sales culture, consistently generating departmental profits.
Education/Applied Experience:
- A minimum of three years’ experience managing a high-quality oriented winery or restaurant. Experience in wine education or service preferred.
- College degree preferred, ideally in the area of business management, marketing, sales or equivalent experience.
- Demonstrated ability to fiscally manage the assets of a comparable volume business including all operations, expenses, visual presentation, inventory integrity and quality of work environment.
- Proven track record in developing or enhancing a membership program.
- Membership/wine club management experience
- Sales and marketing experience
Physical Requirements:
- Ability and desire to work extended hours including evenings, weekends, and holidays.
- Team player with a can-do attitude and ability to work on feet for at least 4 hours, lift and carry a case of wine.
- At least 21 years of age
- Must possess a valid driver’s license.
- Ability to travel as required by the job components described above.
- Ability to perform near heat, cold and steam.
The physical requirements listed are representative of those that must be met by an employee to successfully perform the key responsibilities/essential functions. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, there will be a need to regularly talk, taste and smell wine. There will also be a need to stand, walk, sit use hands to move equipment, word process and operate equipment, climb or balance, stoop, kneel, crouch and crawl.
The above information is representative of the work performed in this position, however it is not all-inclusive. The omission of a specific duty or responsibility does not exclude it from the position if the work is similar or related to the essential duties and responsibilities.
How To Apply
Please apply by sending a cover letter and resume.
