Director of Direct-to-Consumer (DTC)

Folio Fine Wine Partners

1d•$110,000 - $125,000•Hybrid

About The Position

Folio Wine is seeking a dynamic, strategic, and entrepreneurial Director of Direct-to-Consumer (DTC) to architect and lead the DTC growth across our distinguished global wine portfolio. This is a high-impact leadership role responsible for building, scaling, and optimizing all direct-to-consumer channels — including ecommerce, wine club, digital acquisition, outbound sales, and on-site engagement. Reporting directly to the CFO, this position owns revenue performance, digital consumer experience, and brand development initiatives that drive measurable and sustainable growth. We are looking for a commercially minded leader with a strong sales orientation, deep digital expertise, and a passion for fine wine who thrives in a fast-paced, collaborative environment.

Requirements

7+ years of experience in DTC, ecommerce, or consumer brand leadership.
Strong understanding of compliance requirements and logistics related to shipping alcohol
Proven track record of scaling ecommerce revenue and increasing conversion rates.
Experience with CRM and ecommerce platforms (WineDirect, Commerce7, Shopify or similar).
Strong analytical mindset with experience using data to drive decisions.
Experience managing marketing spend and ROI measurement.
Exceptional leadership and project management skills.
Polished interpersonal, presentation, and negotiation skills.
Entrepreneurial mindset, with the ability to work independently and with a team.
Must be able to work in a fast-paced environment, be resourceful and flexible.
Ability to balance multiple demands, prioritize tasks, and retain clear focus.
Proficiency with Microsoft, Excel, CRM systems (BI, VIP), and data analysis tools.
Willingness to travel (up to 25%) national and international.
Hybrid Office/Occasional weekends/evenings required
This position is located in Napa

Nice To Haves

Sommelier, WSET certification, or comparable wine education is a plus.

Responsibilities

Develop and execute a comprehensive DTC growth strategy aligned with company revenue and brand objectives.
Create, develop and implement sales programs and traffic-driving initiatives
Own annual DTC revenue targets, budgets, and performance metrics.
Drive profitable growth across ecommerce, wine club, tasting room, and direct outreach channels.
Identify new revenue opportunities including subscription programs, limited releases, personalization, and experiential events.
Manage and optimize the ecommerce website (UX, content, merchandising, functionality).
Partner with marketing to execute digital campaigns (email, SMS, paid media, SEO).
Oversee product launches, allocation releases, and digital storytelling.
Develop structured processes to grow brand recognition nationally.
Lead DTC-focused brand positioning and storytelling initiatives.
Build acquisition funnels via: Paid digital advertising Influencer collaborations Strategic partnerships Content marketing Wine club referrals
Grow and retain wine club membership.
Develop and execute the annual Wine Club shipment calendar.
Retain and increase the lifetime value of existing club members through engagement, consistent follow-up, and outstanding customer service.
Develop allocation and exclusivity strategies.
Improve renewal rates, upsell conversion, and member engagement.
Conduct market analysis to identify opportunities and threats, staying informed about industry trends and consumer preferences.
Accurately manage DTC inventory and ensure inventory levels meet demand.
Oversee and ensure compliance with all relevant laws and regulations, including those related to alcohol sales.
Design loyalty and referral programs to increase repeat purchasing behavior
Build scalable processes for order fulfillment, customer communication, and performance reporting.
Optimize compliance related to DTC wine shipping regulations.
Collaborate with Sales, Marketing, Operations, and Finance to align supply, allocations, and forecasts.
Drive alignment between hospitality experience and online consumer journey.
Manage external partners (agencies, web developers, digital platforms).
In conjunction with internal and external partners, oversee planning, promotion, and execution of company, industry and revenue on-site events.