Direct-to-Consumer Sales & Hospitality Manager

Three Sticks Wines•Sonoma, CA

About The Position

At Three Sticks Wines, we’re rooted in authenticity, fueled by fun, and dedicated to crafting world-class wines from iconic vineyards like Durell and Gap’s Crown. If you thrive in a fast-paced, people-first, wine-loving environment, we want to meet you. Three Sticks Wines is seeking a highly analytical, strategic, and results-oriented Senior Direct-to-Consumer Sales & Hospitality Manager to lead the performance, planning, and growth of our direct-to-consumer business. This role is responsible for the strategic oversight and financial performance of all DTC sales channels, including Hospitality (Adobe), Wine Club, E-commerce, Wine Releases, Consumer Events, and Release Roadshows. The position serves as the operational and strategic leader of the DTC department, ensuring that all channels work cohesively to drive revenue growth, membership retention, customer acquisition, and exceptional guest experiences. The ideal candidate is a strong and influential leader with exceptional people management skills, a collaborative leadership style, and a proven ability to develop high-performing teams. They are highly analytical, data-driven, and detail-oriented, with strong financial acumen and the ability to translate insights into actionable business strategies. This individual excels at balancing strategic planning with operational execution while driving accountability, performance, and continuous improvement across the organization. The role oversees departmental budgets, KPI tracking, sales forecasting, team performance, and long-range DTC growth initiatives.

Requirements

5+ years of progressive leadership experience in direct-to-consumer sales, hospitality management, wine club management, luxury hospitality, or related fields.
Strong analytical, financial, and business planning skills.
Proven experience managing budgets, forecasting, and KPI-driven business performance.
Demonstrated success driving growth in Wine Club, Hospitality, E-commerce, and Consumer Sales channels.
Advanced proficiency in CRM and DTC reporting systems (Commerce7 experience preferred).
Exceptional organizational skills with meticulous attention to detail.
Strong leadership, communication, and team development capabilities.
Ability to balance strategic planning with tactical execution in a fast-paced environment.
Passion for hospitality, customer experience, and premium wine brands.

Nice To Haves

Highly analytical and data-driven.
Strategic, proactive, and commercially minded.
Meticulous in execution and follow-through.
Financially savvy with strong forecasting abilities.
An effective leader who develops teams and drives accountability.
Focused on creating exceptional customer experiences while delivering measurable business results.

Responsibilities

Provide strategic leadership and oversight across all direct-to-consumer sales channels, including Hospitality, Wine Club, E-commerce, Consumer Events, Release Roadshows, and outbound sales efforts.
Lead and develop direct reports through coaching, performance management, goal setting, training, and professional development.
Foster a culture of accountability, collaboration, hospitality excellence, and results-driven performance.
Ensure alignment between Hospitality, Club, E-commerce, and Sales teams to create a seamless customer journey.
Develop incentive programs, performance metrics, and accountability structures that drive sales and guest engagement.
Conduct regular employee evaluations and provide ongoing coaching and development.
Oversee the strategic direction and financial performance of the Adobe hospitality program.
Partner with the Adobe team to ensure exceptional guest experiences while achieving revenue, conversion, and club acquisition goals.
Establish and monitor hospitality KPIs including visitation, conversion, average order value, club sign-up rates, and guest satisfaction metrics.
Manage hospitality budgets, labor efficiency, staffing plans, and operational performance.
Evaluate and optimize hospitality programming, reservation strategies, and customer experience initiatives to maximize profitability and long-term customer value.
Lead weekly meetings focused on hospitality performance and opportunities for growth.
Develop and oversee the annual consumer event calendar to support customer acquisition, retention, engagement, and revenue goals.
Serve as the executive point person for all company-owned consumer events, ensuring alignment with sales objectives, budgets, guest experience standards, and brand positioning.
Provide strategic oversight and performance management for flagship events including Destination Durell, Cellar Collective, Wine Club events, Release Roadshows, and other key consumer engagement programs.
Manage event budgets, sales goals, ROI analysis, staffing plans, and post-event reporting to evaluate effectiveness and identify future opportunities.
Develop event sales strategies that maximize direct-to-consumer revenue, wine club acquisition, member retention, and customer lifetime value.
Develop and execute annual DTC sales plans that drive revenue growth across Wine Club, E-commerce, Hospitality, Consumer Events, and Release Programs.
Create integrated sales strategies that maximize customer lifetime value and engagement across all direct channels.
Lead planning and execution of annual wine release calendars, allocation strategies, sales campaigns, and customer communication schedules.
Oversee the strategic development and performance of the Wine Club program, including acquisition, retention, upgrades, and member engagement.
Direct consumer event strategy, including Release Roadshows and key market events, ensuring alignment with sales objectives and ROI expectations.
Identify opportunities to increase sales, conversion rates, member retention, and customer acquisition across all channels.
Oversee e-commerce sales strategy and online customer experience.
Partner with internal teams and vendors to optimize website merchandising, customer journeys, digital conversion, and online purchasing behavior.
Develop customer segmentation strategies and targeted sales campaigns to drive engagement and revenue.
Analyze purchasing trends, customer behavior, and retention metrics to improve sales performance and customer lifetime value.
Ensure wine releases, club campaigns, and digital sales initiatives are strategically planned and executed.
Monitor inventory levels, depletion rates, and sales forecasts to ensure optimal product availability across Hospitality, Wine Club, E-commerce, Wine Releases, and Consumer Events.
Develop and manage wine allocation strategies for club shipments, release campaigns, hospitality offerings, and special event programs.
Analyze inventory performance and sales trends to identify opportunities for improved inventory utilization and profitability.
Own DTC reporting and business intelligence efforts, providing clear insights into sales performance, trends, opportunities, and risks.
Maintain comprehensive KPI dashboards across all DTC channels.
Prepare monthly, quarterly, and annual reporting packages for executive leadership.
Lead annual budgeting and forecasting processes for all DTC revenue streams and departmental expenses.
Monitor performance against budgets and forecasts, identifying opportunities for improvement and corrective action.
Utilize data-driven decision making to improve efficiency, profitability, and customer engagement.