DTC Manager

Keller Estate; Petaluma (CA); On-site; USD 44,000 - 48,000; Full time

Benefits offered by this job

Health insurance

Dental insurance

Vision insurance

Life insurance

401(k) matching

Paid time off

Job summary

Keller Estate is a family‑owned winery in Petaluma, CA, seeking an experienced hospitality leader as DTC Manager. This full‑time, hourly (non‑exempt) role oversees tasting room sales, wine club, events, and online sales to drive guest experience and revenue.

The role requires 3+ years in hospitality leadership, strong inventory and budget skills, and weekend/evening availability. Compensation: $32–$35/hour plus event fees, commissions, and quarterly bonuses.

Qualifications

• 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 with presenting and reporting KPI’s.
• Usage experience with Microsoft Office programs, specifically Excel.
• Event planning and execution experience.
• 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 50lbs.

Responsibilities

• Oversee DTC sales, tasting room, and events to drive revenue and guest experience.
• Lead, coach, and schedule the Sales Lead and tasting room associates.
• Develop and execute sales strategies with the General Manager.

Skills

DTC leadership

Inventory management

Budget management

KPI reporting

Event planning

Team leadership

Attention to detail

Weekend availability

Carry 50lbs

Excel

Tools

Excel

Job description

Benefits:

• Health insurance
• Paid time off
• 401(k) matching
• Competitive salary
• Dental insurance
• Employee discounts

Join the Keller Estate Team

Keller Estate is a family‑owned winery in the Petaluma Gap AVA, known for cool‑climate Chardonnay, Pinot Noir and Syrah grown on our estate vineyards. Our tasting room offers guests a relaxed, personal experience rooted in the land and the family behind it.

We’re seeking an experienced hospitality leader to serve as our DTC Manager, a full‑time, hourly (non‑exempt) role offering $32–$35 per hour, plus event service fees, commission on private event sales, and quarterly performance bonuses tied to sales and KPI goals. This position oversees our direct‑to‑consumer business — including tasting room sales, wine club, events, and online sales — and plays a key role in shaping the guest experience and driving revenue across the estate.

What you'll do:

Sales and team leadership

• Set, track, and hit monthly, quarterly, and annual DTC sales and wine club goals
• Lead, schedule, train, and coach the Sales Lead and tasting room associates
• Build sales strategies and promotions with the General Manager

Tasting room operations

• Oversee daily tasting room operations, from opening to close
• Order supplies, glassware, and merchandise, and manage vendor relationships
• Maintain service standards, guest experience, and compliance
• Support tasting room team with hosting guests where needed (approximately 8 hours a week)

Events

• Own event planning and execution, from first inquiry to final invoice
• Coordinate logistics, staffing, wine selection, and client communication
• Make event decisions independently, escalating only larger purchases or exceptions

Inventory

• Own monthly inventory counts and reconciliation across the tasting room and warehouses
• Explain every variance and keep inventory accurate for sales and allocations
• Manage tasting room and event expense budgets

Reporting and outreach

• Deliver monthly KPI reports: sales, club sign‑ups and retention, conversion, event revenue, inventory accuracy
• Manage outreach programs with industry partners, concierges and local businesses

What we're looking for

• 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 with presenting and reporting KPI’s
• Usage experience with Microsoft Office programs, specifically Excel
• Event planning and execution experience
• 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 50lbs

What success looks like in the first 90 days:

• Accurate monthly inventory count submitted on time, and reconciling variances with department heads.
• First KPI report delivered and reviewed with the General Manager
• Owning event planning end to end, with consistent client communication
• Tasting room and event spending tracking within budget

Benefits

• Health insurance
• Dental, vision, and life insurance
• 401(k) matching (4%)
• 40 hours of paid sick leave and up to 80 hours of vacation per year