Director of DTC Sales

Northbay Recruiter•Napa, CA

3d•$100,000 - $125,000•Onsite

About The Position

A Napa Valley–based winery is seeking a Director of Direct-to-Consumer Sales to lead revenue growth across tasting room, wine club, and digital sales channels. This role will oversee DTC strategy, customer engagement, and team performance while ensuring a strong, consistent experience for members and guests. This position is ideal for a results-driven DTC professional who combines sales leadership, data-driven decision-making, and a passion for building long-term customer relationships. The Director of DTC Sales is responsible for setting and executing DTC sales strategy, growing wine club membership, and optimizing direct revenue performance. This individual will work closely with cross-functional teams to align sales initiatives with brand and business goals.

Requirements

Experience leading DTC sales within a winery or similar consumer-driven business
Strong understanding of tasting room and wine club business models
Proven ability to drive revenue growth and manage multiple priorities
Comfortable using CRM, eCommerce, and email marketing tools
Strong communication, organizational, and leadership skills
Flexibility to support occasional weekends or key events

Nice To Haves

Wine knowledge preferred

Responsibilities

Lead and grow DTC revenue across tasting room, wine club, and online channels
Oversee wine club strategy, including member growth, retention, and releases
Develop and execute sales initiatives that drive customer engagement and conversion
Analyze sales performance and customer data to guide strategy and improvements
Manage pricing, offers, and promotional planning for DTC channels
Partner cross-functionally with marketing, hospitality, and operations teams
Provide reporting, forecasting, and budget oversight for DTC activities
Ensure a high-quality customer and member experience