Position Summary:
The DTC Marketing Operations Manager has responsibility for managing DTC marketing and business unit operations, which includes but is not limited to, wine club membership operations, email and digital marketing management supporting wine club and on property experiences, guest engagement, and database ownership for the DTC business. Operational functions of this role will focus on managing and executing wine club and tasting room strategies including club member release processing, setting up and creating future wine club releases, charging and shipment expectations for Wente Family Estates and Murrieta’s Well. Marketing functions will include managing email, web, and social communication strategies that provide guests and club members with news on club releases, special promotions, tasting experiences, events and more. This position involves overseeing our concierge department, ensuring the guest experience and voice of the customer are treated with the highest regard.
Essential Duties:
Wine Club & Tasting Room Operations Management
- Drive day-to- day wine club management activities for Wente Vineyards and Murrieta’s Well. This includes planning, preparing and executing the quarterly wine club releases and shipments. Ensure customer information is current and proactively manage contact information to ensure expired/decline rates are at minimal levels.
- Partner with Tasting Room & Club leaders to execute wine sales strategies to grow revenue across tasting room, club, email, phone, and on-property experiences to achieve monthly revenue targets.
- Responsible for order processing in our POS system (Commerce 7), UPS, logistics compliance and fulfillment. Manage special delivery requests and troubleshoot rejected orders to rectify all issues including quarantined orders, preventing deliverability from process to confirmed delivery.
- Data mindset- leverage CRM and POS to create customer personas. Understand customer motivations and desires to inform marketing and experience strategies.
- Assist with the execution of the DTC membership strategy to reduce attrition, meet membership goals, increase member loyalty and support wine club initiatives.
- Nurture relationships with key VIP customers. Leverage concierge team to provide personal shopper experience.
- Maintain a positive relationship with winery staff and provide necessary wine club communication for knowledge sharing and increased sign-ups.
- Held accountable to meeting monthly forecast for club acquisition and wine revenue targets.
- Performs other duties assigned.
Guest Experience/Tasting Room Events
- Partner with brand managers, ecommerce team, tasting & club managers to provide strategy on DTC club and tasting room communication strategy.
- Manage creative project for DTC programs and experiences with Heard Creative group. Ensure hours are managed and tracked on a monthly basis. Collaborate with brand to ensure standards are being adhered to.
- Review Cellar Pass, Yelp and Google customer reviews. Respond and delegate action to concierge team. Ensure all information is up to date and reflects the customer experience.
- Update social media pages for event and experiences- help nurture social media community with brand managers.
- Provide exceptional customer service to all internal and external customers.
- Collaborate with concierge team to support club initiatives including booking reservations, wine orders and upselling their experiences.
- Manage concierge team to be a proactive customer-first team, leveraging reports in Wine Pulse and Commerce 7 to retain customers- i.e., club member engagement reports, on hold members, etc.
- Responsible for responding to guest inquiries, account updates and cancellations requests.
- Support guest phone calls, emails and additional communication methods as they are enabled.
- Assist at club release events and other Wente events to support tasting room teams and engage club members.
Training & Development
- Responsible for ongoing training and development of Concierge team members
- Create departmental standard operating procedures/tool kit and provide ongoing team training and development opportunities.
- Assist with the training of tasting room staff be able to communicate club offering and experiences to members and potential members.
Qualifications:
- Minimum 4 years direct-to-consumer marketing/sales; wine club experience required
- Program and project management skills, including the ability to work effectively in a fast paced, deadline driven environment.
- Outstanding written and verbal communication skills, including formal presentations and one-on-one communication, and has ability to engage guests and tell the brand story. High degree of customer service orientation; customer and sales centricity is key
- Passion and excellence with attention to detail and customer service
- Excitement and interest in the wine industry
- Professional demeanor with a positive, enthusiastic and proactive “get in there” attitude
- Ability to use application software, including Excel, Word, SAP, Wine Direct, Shopify and Microsoft Outlook
- College degree preferred or applicable experience
- Be an ambassador for the brand
Working Conditions:
- Winery office environment and tasting room selling floor (as needed)
- Available to work weekdays, weekends, evenings as required for special events.
Physical Demands/Qualifications:
- Must be able to lift the equivalent of one case of wine / promotional materials.
- Ability to sit or stand for potentially long periods of time throughout the workday.
Position Summary:
The DTC Marketing Operations Manager has responsibility for managing DTC marketing and business unit operations, which includes but is not limited to, wine club membership operations, email and digital marketing management supporting wine club and on property experiences, guest engagement, and database ownership for the DTC business. Operational functions of this role will focus on managing and executing wine club and tasting room strategies including club member release processing, setting up and creating future wine club releases, charging and shipment expectations for Wente Family Estates and Murrieta’s Well. Marketing functions will include managing email, web, and social communication strategies that provide guests and club members with news on club releases, special promotions, tasting experiences, events and more. This position involves overseeing our concierge department, ensuring the guest experience and voice of the customer are treated with the highest regard.
Essential Duties:
Wine Club & Tasting Room Operations Management
- Drive day-to- day wine club management activities for Wente Vineyards and Murrieta’s Well. This includes planning, preparing and executing the quarterly wine club releases and shipments. Ensure customer information is current and proactively manage contact information to ensure expired/decline rates are at minimal levels.
- Partner with Tasting Room & Club leaders to execute wine sales strategies to grow revenue across tasting room, club, email, phone, and on-property experiences to achieve monthly revenue targets.
- Responsible for order processing in our POS system (Commerce 7), UPS, logistics compliance and fulfillment. Manage special delivery requests and troubleshoot rejected orders to rectify all issues including quarantined orders, preventing deliverability from process to confirmed delivery.
- Data mindset- leverage CRM and POS to create customer personas. Understand customer motivations and desires to inform marketing and experience strategies.
- Assist with the execution of the DTC membership strategy to reduce attrition, meet membership goals, increase member loyalty and support wine club initiatives.
- Nurture relationships with key VIP customers. Leverage concierge team to provide personal shopper experience.
- Maintain a positive relationship with winery staff and provide necessary wine club communication for knowledge sharing and increased sign-ups.
- Held accountable to meeting monthly forecast for club acquisition and wine revenue targets.
- Performs other duties assigned.
Guest Experience/Tasting Room Events
- Partner with brand managers, ecommerce team, tasting & club managers to provide strategy on DTC club and tasting room communication strategy.
- Manage creative project for DTC programs and experiences with Heard Creative group. Ensure hours are managed and tracked on a monthly basis. Collaborate with brand to ensure standards are being adhered to.
- Review Cellar Pass, Yelp and Google customer reviews. Respond and delegate action to concierge team. Ensure all information is up to date and reflects the customer experience.
- Update social media pages for event and experiences- help nurture social media community with brand managers.
- Provide exceptional customer service to all internal and external customers.
- Collaborate with concierge team to support club initiatives including booking reservations, wine orders and upselling their experiences.
- Manage concierge team to be a proactive customer-first team, leveraging reports in Wine Pulse and Commerce 7 to retain customers- i.e., club member engagement reports, on hold members, etc.
- Responsible for responding to guest inquiries, account updates and cancellations requests.
- Support guest phone calls, emails and additional communication methods as they are enabled.
- Assist at club release events and other Wente events to support tasting room teams and engage club members.
Training & Development
- Responsible for ongoing training and development of Concierge team members
- Create departmental standard operating procedures/tool kit and provide ongoing team training and development opportunities.
- Assist with the training of tasting room staff be able to communicate club offering and experiences to members and potential members.
Qualifications:
- Minimum 4 years direct-to-consumer marketing/sales; wine club experience required
- Program and project management skills, including the ability to work effectively in a fast paced, deadline driven environment.
- Outstanding written and verbal communication skills, including formal presentations and one-on-one communication, and has ability to engage guests and tell the brand story. High degree of customer service orientation; customer and sales centricity is key
- Passion and excellence with attention to detail and customer service
- Excitement and interest in the wine industry
- Professional demeanor with a positive, enthusiastic and proactive “get in there” attitude
- Ability to use application software, including Excel, Word, SAP, Wine Direct, Shopify and Microsoft Outlook
- College degree preferred or applicable experience
- Be an ambassador for the brand
Working Conditions:
- Winery office environment and tasting room selling floor (as needed)
- Available to work weekdays, weekends, evenings as required for special events.
Physical Demands/Qualifications:
- Must be able to lift the equivalent of one case of wine / promotional materials.
- Ability to sit or stand for potentially long periods of time throughout the workday.