Direct-to-Consumer (DTC) Manager

Aaron Wines; California (MO); On-site; USD 70,000 - 95,000; Full time

Benefits offered by this job

Commission

Bonuses

Additional perks

Job summary

Aaron Wines is seeking a dynamic DTC Manager to lead the tasting room and wine club efforts at our Tin City winery. You will drive revenue, customer experience, and digital sales, while maintaining our warm, engaging guest interactions.

Join a small team focused on growth, storytelling, and hospitality. You’ll manage events, guide club activities, and optimize operations across e-commerce, tasting room, and CRM to grow loyal customers.

Qualifications

• DTC operations experience in winery is a must.
• Proven ability to manage a tasting room and wine club revenues.
• Strong communication and leadership skills.

Responsibilities

• Own the performance of tasting room and wine club revenue streams.
• Develop annual wine release calendar and digital sales strategies.
• Manage reporting on DTC performance and customer trends.
• Oversee client reservation system and appointment scheduling (Tock).
• Lead elevated tasting experiences and special programming.
• Develop procedures and sales team training that support DTC sales strategies.
• Execute tasting room operations including menu development, SKU selection, POS management.

Skills

Leadership

Customer experience

CRM systems

Sales strategy

Tools

Commerce7

Tock

Job description

WHO WE ARE : We've spent over 25 years making powerful, age-worthy wines from the steep hillsides of westside Paso and are pioneers of Pinot Noir on the SLO Coast (we led the creation of the AVA). We are artisans, wine geeks, outdoor enthusiasts, world travelers, music lovers, and storytellers. We take the wines seriously. But we don't take ourselves too seriously.

WHO YOU ARE : Someone who can hold both halves of this job. Awesome and warm enough that people join the club because of you, but disciplined enough to run a release calendar, read a report, and help make this winery continue to thrive. You have a real personality that exists off of Instagram. You'd rather build something than maintain it, and you've the grit to make it happen. And of course, you're good company. We are small winery with just five of us, so that counts for as much as anything on a resume.

OVERVIEW

Aaron Jackson started the winery in 2002 with a single Petite Sirah and a question: how do we write a new story for Central Coast wine? Twenty five years later the answer is two brands — AARON, our ode to the westside of Paso Robles, and AKANA, from vineyards on the San Luis Obispo Coast within six miles of the Pacific. Our winery facility and tasting room in Tin City is both where we get our hands dirty and where we get to hand that story to people directly.

We believe in people, creativity, hard work, and doing things differently. As we like to say "Boundaries are Few on the Road Less Traveled."

The DTC Manager is the vital connection from winery to customer, and the irreplaceable human element. You’re real. You’re the face greeting the guest who walks in on a Saturday. The voice on the phone to a club member in Chicago who’s been with us for nine years. The email response on a Tuesday morning and doesn’t forget to congratulate them on their daughters wedding (because you remembered). And yes, you got their order on a truck before the heat wave hit. Tasting room, wine club, e-commerce, marketing, and the relationships that hold all of it together.

Our team of five runs this winery top to bottom, so the right person brings talent and real curiosity — someone who wants to grow, learn, build, and evolve. Some days we brainstorm for hours. Some days we clean stuff. Some days we crush grapes. Some days (many days?) we drink wine at lunch. We do all of it with intent, and we want someone who works the same way.

We show up, we laugh, and we make something worth putting our name on.

ROLE DETAILS

Leadership

• Own the performance of tasting room and wine club revenue streams
• Participate in high level strategy discussions across all aspects of the business
• Collaborate with team members to develop annual wine release calendar and digital sales strategies
• Manage reporting on DTC performance and customer trends
• Monitor performance metrics and implement strategies as needed to optimize sales

Client Experience

• Develop and/or maintain all DTC client experience programming included service standards, response times, order accuracy, follow-ups, issue resolution, and CRM documentation
• Work closely with the leadership team to track referrals and visitation and convert winery visitors into active club members and long‑term customers
• Assist with all customer-facing event activations including tasting room events, winemaker dinners, partner pouring events, private tastings, and club pick-up parties
• Continually improve the new-member journey and develop strategies to improve retention and re‑engage lapsed club members
• Manage customer data, including segmentation, preferences, purchase history, CRM notes, communication status in Commerce7

Tasting Room

• Maintain Tasting Room environment (interior + exterior) and vibe with a high attention to detail, cleanliness, character, and energy
• Assist in developing/evolving the Tasting Room handbook, operating procedures, calendar, etc.
• Provide an unmatched wine tasting experience, embodying the Aaron Wines way
• Oversee client reservation system and appointment scheduling (Tock)
• Personally lead elevated tasting experiences and special programming
• Consistently work to improve winery image and credibility with other wineries and the local industry, as well as grow our referral base
• Collaborate with team to implement and innovate hospitality standards, formatting, and programming to improve tasting room sales
• Develop clear procedures and sales team‑training that support DTC sales strategies
• Execute all tasting room technicals including menu development, menu production, seasonal SKU selection, POS ownership and management

Wine Club & Fulfillment Operations

• Own all wine club releases including club processing, packout, etc. (Spring and Fall)
• Oversee winery shipping, logistics, and fulfillment with carriers, compliance, and other logistics partners
• Manage shipping calendars, order batching, warehouse inventories, weather holds, delivery exceptions, returns, damages, reships, and customer communication
• Oversee fulfillment performance including delivery success, shipping costs, service issues, and fulfillment optimizations

Inventory and SKU Management

• Responsible for finished-goods inventory across all storage facilities
• Participate in inventory & depletion evaluations, aging, sell-through and projected demand to help identify risk and opportunity

Compensation

Full Time, competitive salary + commission + bonuses + additional perks. Weekend availability required.