Wine Club Program Manager

Cline-Family-Cellars-; Sonoma (CA); On-site; USD 70,000 - 80,000; Full time

Benefits offered by this job

Medical, Dental, Vision

Life Insurance

FSA (Flexible Spending Accounts)

401k Matching

PTO (Paid-Time-Off)

Paid holidays

Employee Company Discounts

Job summary

Cline Family Cellars in Sonoma, CA, seeks a Wine Club Program Manager to lead two-brand wine club programs, drive membership growth, retention, and loyalty, and partner with the DTC Director to align strategy with business goals. This role leads a small team and oversees fulfillment, communications, events, reporting, and customer service across both brands.

You will manage a team of two, help optimize member experiences, and collaborate with Hospitality, Operations, and Finance to maximize

Qualifications

• Bachelor’s degree or equivalent in a related field and/or experience in wine club or loyalty programs.
• 3–5 years in wine club, DTC, hospitality, or customer loyalty management.
• Proven leadership and team development experience.
• Strong analytical and data-driven decision-making abilities.
• Excellent communication and problem-solving skills.
• Advanced Excel skills and familiarity with CRM/DTC systems.

Responsibilities

• Provide strategic leadership for two-brand wine club programs.
• Develop budgets, forecast revenue, and monitor expenses.
• Set annual goals and KPIs for growth and retention.
• Improve member experience and operational efficiency.
• Lead and coach a two-member Wine Club team.
• Collaborate with Hospitality, Marketing, Events, and Operations.
• Travel between winery locations as needed.

Skills

Leadership

Analytical

Strategic planning

People management

Communication

Problem solving

Education

Bachelor’s degree in Business, Marketing, Hospitality, Wine Business, or related field

Equivalent combination of education and experience

Tools

Commerce7

ShipCompliant

NAV

UPS Quantum View

Job description

Wine Club Program Manager

SUMMARY

In partnership with the Director of Direct-to-Consumer (DTC), the Wine Club Program Manager provides strategic leadership, and operational oversight for the wine club programs at Cline Family Cellars and Jacuzzi Family Vineyards. This role leads a dedicated team of two team members and is responsible for driving membership growth, retention, innovation, and operational excellence while delivering exceptional member experiences across both brands. Through strategic planning, competitive benchmarking, and continuous program innovation, this position identifies opportunities to strengthen market position, enhance member loyalty, improve operational efficiency, and maximize revenue.

The Wine Club Program Manager leads the development, execution, and continuous improvement of all aspects of the wine club program, including membership acquisition and retention strategies, fulfillment, communications, events, reporting, customer service, and program analytics. Working collaboratively with Hospitality, Marketing Events, Operations, Shipping, and Finance, this position ensures the wine club programs support company objectives while fostering long-term member loyalty and maximizing revenue.

Through data driven decision making, cross functional collaboration, and ongoing evaluation of key performance metrics, the Wine Club Program Manager identifies, opportunities to enhance the member experience, improve operating efficiencies, and strengthen the long-term success of both wine club programs. In collaboration with the Tasting Room Managers, this role also develops and supports hospitality team training to ensure staff are knowledgeable about wine club benefits, confidently promote membership, and consistently deliver exceptional guest experiences.

This is a management position

This is a full-time position

ESSENTIAL DUTIES & RESPONSIBILITIES

Leadership and Program Strategy

• Provide strategic leadership and daily oversight of the wine club programs for both Cline Family Cellars and Jacuzzi Family Vineyards.
• Assist the DTC Director in developing and managing the wine club budget, including forecasting revenue, monitoring expenses, and evaluating the financial performance of promotions, events, and member programs.
• Partner with DTC Director to establish annual goals, key performance indicators, and long-term growth strategies for membership acquisition, retention, revenue, and profitability.
• Continuously evaluate club performance, benchmark against industry competitors and best practices, and identify opportunities to improve the member experience, operational efficiencies, financial performance, and overall program competitiveness.
• Research, develop, and implement innovative wine club initiatives, member benefits, promotions, and loyalty strategies that create a competitive advantage, strengthen brand differentiation, and drive member acquisition, engagement, and retention.
• Develop and implement innovative club offerings, member benefits, promotions, and loyalty initiatives that support both brands, enhance the member experience, and create a competitive advantage in the direct-to-consumer marketplace.
• Lead and develop the Wine Club team, including the direct supervision of two team members by providing coaching, training, mentorship, and performance feedback.
• Partner with Tasting Room Managers to train hospitality staff on club benefits, sales techniques, member engagement, and service standards.
• Collaborate with the DTC Director and Tasting Room Managers to develop and administer team incentive programs that support membership growth and retention.
• Partner with the DTC Director and events Director to create engaging club-exclusive events and experiences.
• Maintain comprehensive understanding of DTC systems, reporting tools, and industry best practices to identify opportunities for continuous improvement. Perform additional duties as assigned.
• Travel regularly between Cline Family Cellars, Jacuzzi Family Vineyards, and off-site events to support operations, member experiences, and cross-functional collaboration.

Member Experience & Hospitality Management

• Champion an exceptional member experience across every touchpoint – from initial enrollment through long-term membership.
• Maintain expert knowledge of wines, club benefits, promotions, and hospitality offerings.
• Build strong relationships with members while delivering personalized service and creating memorable experiences.
• Resolve member concerns promptly and professionally, including shipping issues, damaged products, billing concerns, and service recovery situations.
• Assist Tasting Room Managers in supporting club hospitality operations as business needs require.
• Ensure Club Lounge spaces are well maintained, welcoming, and appropriately stocked.

Club Operations Oversight

• Oversee all operational aspects of the wine club program, including quarterly club creation, fulfillment, shipping, pickup programs, and special orders.
• Maintain accurate customer records and ensure data integrity within Commerce7 and other DTC systems.
• Manage shipment exceptions, returned packages, address corrections, credit card updates, and member account maintenance.
• Coordinate inventory allocations with Hospitality and Operations to ensure successful club fulfillment.
• Process website, phone, and custom club orders as needed.
• Develop and maintain regular reporting dashboards that measure club performance, including membership growth, retention, renewal rates, shipment success, revenue, average order value, event participation, and member engagement. Present findings and recommendation to the DTC Director to support strategic decision-making.
• Maintain wine label registrations and compliance documentation as needed.
• Continuously evaluate workflows and implement process improvements that increase efficiency and service quality.

Marketing & Member Communications

• Partner with the Marketing team to develop engaging member communications that are timely, on-brand, and aligned with company objectives.
• Oversee club newsletters, shipment announcements, promotional campaigns, event communications, and automated member messaging.
• Develop initiatives that increase member engagement, referrals, retention, and lifetime value.
• Monitor campaign performance and recommend adjustments based on data and member feedback.

Events

• Collaborate with Hospitality and Events teams to develop and execute exceptional wine club events for both winery brands.
• Support pickup parties, member-exclusive events, virtual tastings, educational experiences, and other loyalty-building initiatives.
• Evaluate event success through attendance, member satisfaction, revenue, generation, and overall engagement.

QUALIFICATIONS

Experience, Knowledge, and Skills

• Bachelor’s degree in Business, Marketing, Hospitality, Wine Business, or related field, or equivalent combination of education and experience.
• Minimum of 3-5 years of wine club, DTC, hospitality, or customer loyalty program management experience.
• Demonstrated leadership experience with ability to coach, mentor, and develop team members.
• Strong understanding of wine club operations, membership retention strategies, customer lifecycle management, and hospitality.
• Excellent communication, interpersonal, organizational, and problem-solving skills.
• Strong analytical skills with the ability to interpret data and make informed business recommendations.
• Advanced proficiency with Microsoft Office, particularly Excel.
• Experience with Commerce7, ShipCompliant, UPS Quantum View, NAV and other DTC systems is preferred.
• Marketing experience, including direct-to-consumer communications and promotional campaigns, is preferred.
• Valid California driver’s license with clean driving record and the ability to maintain insurability under the company’s automobile insurance company
• Ability to travel between winery locations and attend off-stie meetings or events as business needs require.

Physical Demands

• Frequently sitting, standing, and walking over both level and uneven surfaces.
• Occasional bending, twisting, kneeling, couching, crawling, and climbing.
• Frequent use of computer, keyboard, and mouse.
• Ability to occasionally reach above shoulder level.
• Ability to lift and carry up to 50 pounds and occasionally push or pull up to 50 pounds.
• Ability to occasionally move items exceeding 50 pounds with assistance.

BENEFITS & PERKS

• Medical, Dental, Vision
• Life Insurance
• FSA (Flexible Spending Accounts)
• 401k Matching
• PTO (Paid-Time-Off)
• Paid holidays
• Employee Company Discounts

PAY RANGE

$70,000 - $80,000 (Depending on Experience)

*Please note that actual pay may vary within the range based on factors including, but not limited to, education, training, experience, professional achievement, business need, and location.

We provide equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.