DTC Manager

Keller Estate•Petaluma, CA

2d•$32 - $35

About The Position

Keller Estate is seeking an experienced hospitality leader to manage its direct-to-consumer business, including tasting room sales, wine club, events, and online sales. The DTC Manager shapes the guest experience and drives revenue across the estate. This is a full-time, hourly, non-exempt position paying $32–$35 per hour, with event service fees, commission on private event sales, and quarterly performance bonuses tied to sales and KPI goals. The role oversees sales and team leadership, tasting room operations, event planning and execution, inventory management, budgets, reporting, and outreach. The manager leads and coaches the Sales Lead and tasting room associates, works with the General Manager on sales strategies and promotions, and supports guest hosting approximately eight hours per week. Success in the first 90 days includes timely and accurate inventory reporting and variance reconciliation, delivering a KPI report for review with the General Manager, independently managing events from start to finish, and keeping tasting room and event spending within budget.

Requirements

At least 3 years managing a tasting room, DTC program, restaurant, or similar hospitality operation.
Direct experience with inventory management and reconciliation.
Experience managing budgets, ordering, and vendor relationships.
Comfort presenting and reporting KPIs.
Experience using Microsoft Office programs, specifically Excel.
Experience planning and executing events.
A track record of leading and coaching teams to sales goals.
Exceptional attention to detail and follow-through.
Availability on weekends, holidays, and for evening events.
Must be 21 or older.
Ability to carry 50 pounds.

Responsibilities

Set, track, and achieve monthly, quarterly, and annual DTC sales and wine club goals.
Lead, schedule, train, and coach the Sales Lead and tasting room associates.
Develop sales strategies and promotions with the General Manager.
Oversee daily tasting room operations, from opening through closing.
Order supplies, glassware, and merchandise, and manage vendor relationships.
Maintain service standards, guest experience, and compliance.
Support the tasting room team by hosting guests as needed, approximately eight hours per week.
Plan and execute events from the initial inquiry through final invoice.
Coordinate event logistics, staffing, wine selection, and client communication.
Make event decisions independently, escalating larger purchases or exceptions.
Conduct monthly inventory counts and reconciliation across the tasting room and warehouses.
Explain inventory variances and maintain accurate inventory for sales and allocations.
Manage tasting room and event expense budgets.
Deliver monthly KPI reports covering sales, club sign-ups and retention, conversion, event revenue, and inventory accuracy.
Manage outreach programs with industry partners, concierges, and local businesses.
Submit an accurate monthly inventory count on time and reconcile variances with department heads.
Deliver the first KPI report and review it with the General Manager.
Track tasting room and event spending within budget.