Sr. Manager, DTC Loyalty and Ecommerce
About The Position
A Sr. Manager, DTC Loyalty and Ecommerce position is available at Chateau Ste. Michelle. This role is a strategic and results-driven leader responsible for overseeing all wine club operations and directing the winery's direct-to-consumer (DTC) ecommerce strategy. The position will drive revenue growth through wine club acquisition, retention, and engagement initiatives while elevating both onsite and digital consumer experiences. The Sr. Manager of DTC Loyalty and Ecommerce will lead the full cycle of the wine club program including membership growth, reducing attrition, loyalty programming, campaign execution, fulfillment coordination and cross-functional collaboration. Additionally, this role oversees the winery’s ecommerce channel guiding digital strategy to grow mailing lists, improve conversion rates, AOV and overall consumer base and channel. This role will partner closely with Retail Operations, DTC Operations, and the Events and Marketing teams to ensure a seamless omni-channel experience. This is a full-time position that requires flexibility to adjust workdays to include weekends and evenings as needed for onsite events, pick-up parties, concerts, and support of the onsite club team. The role is primarily onsite, with one remote workday per week.
Requirements
- Must be at least 21 years of age with high school diploma or equivalent.
- Class 12 MAST Permit and Food Handler’s Permit required.
- Bachelor’s degree required.
- Valid Driver's License required.
- Five (5) or more years of progressive experience in direct to consumer, wine club, ecommerce and digital marketing.
- Proven track record of driving measurable revenue growth in a subscription based or membership driven model.
- Experience in leading ecommerce platforms, CRM Systems, and marketing automation tools.
- Strong understanding of omni-channel retail strategy and integration of the onsite hospitality.
- Strong organizational skills, including exceptional attention to detail and an aptitude for analytical thinking.
- Computer literate with extensive experience with Microsoft Office Suite (i.e. Word, Excel, PowerPoint, etc.) required.
- Experience in forecasting and managing profit and loss (P&L) statements.
- Must be able to work in a fast-paced environment where last minute changes are critical to the program’s success.
- Ability to work independently, think creatively, solve problems and take initiative.
- Proven ability to communicate and partner with various departments or groups within an organization.
- Must be hands-on and have the ability to handle multiple tasks simultaneously.
- History of responsible use of alcohol and other appropriate conduct as well as fitness to be licensed, permitted, and/or certified by state and/or local regulatory bodies.
Nice To Haves
- Master’s degree preferred.
- Copywriting experience preferred.
- Deep understanding of premium hospitality standards and customer experience best practices.
- Wine industry experience preferred with understanding of DTC compliance and regulations strongly preferred.
- Available for limited business travel (up to 20-30%).
Responsibilities
- Develop and execute strategic business plans to increase profits in the club and ecommerce channels.
- Increase overall direct-to-consumer base across all channels.
- Increase wine club membership across all Ste. Michelle brands.
- Develop and execute an innovative strategy of forward thinking for wine club membership to appeal to all consumers.
- Plan and execute club specific marketing plans for private client sales, as well as ecommerce.
- Increase wine club membership conversion across DTC channels.
- Report on and analyze club enrollment, attrition, and benefit offerings across multiple brands.
- Serve as the main point of contact for Guest Services Managers on questions or concerns relating to wine club management.
- Review current digital platform functionality and look for opportunities to engage club members.
- Manage fulfillment calendar and wine selection planning process.
- Partner with DTC Inventory and Logistics, winemaking team, and brand managers to develop wine allocations for future fulfillments.
- Provide operational support for club runs, problem orders, and service-related communications.
- Provide marketing support for all club communications, including email marketing and managing newsletter development.
- Direct the DTC ecommerce strategy to grow digital revenue, increase conversion rates, and improve AOV.
- Lead email and digital marketing initiatives focused on list growth, customer acquisition, reengagement and revenue generation.
- Partner with Marketing to align on digital campaigns with tasting room promotions.
- Assist in the planning and coordination of club events.
Benefits
- Health Care Coverage including medical, dental, vision & prescription – eligible on date of hire for full-time employees
- Paid Vacation & Holidays
- 401(k) with Employer Match and Supplemental Contribution
- Employee Wine Discounts
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What This Job Offers
Job Type
Full-time
Career Level
Manager
