Sr. Manager, DTC Channel Strategy

Company Description

Wonderful Wines, the premium wine division of The Wonderful Company, unites three iconic wineries — JUSTIN Vineyards & Winery, Lewis Cellars, and Landmark Vineyards — under one visionary umbrella. Known for innovation, entrepreneurial drive, and relentless pursuit of excellence, our mission is to craft extraordinary wines and unforgettable experiences.

From JUSTIN’s Bordeaux-style blends in Paso Robles, to Lewis Cellars’ award-winning Cabernet Sauvignon in Napa Valley, to Landmark’s expressive Sonoma Coast Chardonnay and Pinot Noir — our portfolio showcases the best of California’s winegrowing regions. As part of The Wonderful Company — a Fortune Top 100 Place to Work and PEOPLE’s #1 Company That Cares — we’re committed to making a difference for our people, our planet, and our customers.

The Sr. Manager, DTC Channel Strategy is a key commercial leader responsible for translating deep customer and business insights into actionable growth strategies that strengthen Wonderful Wines’ Direct-to-Consumer (DTC) channels. This role combines analytical rigor with entrepreneurial vision, ensuring the winery continues to attract, retain, and grow its most valuable customers while identifying new pathways for sustainable revenue.

The Sr. Manager serves as both a strategic architect and an operational driver: conducting in-depth analysis of customer behavior, purchase patterns, and market dynamics to uncover untapped opportunities; designing innovative programs, partnerships, and product offerings that align with evolving consumer expectations; and overseeing flawless execution of sales plans, campaigns, and wine club initiatives across channels.

Success in this role requires the ability to balance big-picture strategy with detail-oriented execution—anticipating future trends while also ensuring today’s sales plans are implemented with precision. By building bridges across marketing, hospitality, operations, and finance, the Sr. Manager, Sales Strategy & Growth ensures that every initiative not only delivers an exceptional guest experience but also achieves measurable business results in revenue, retention, and lifetime customer value.

We work a hybrid schedule with an in-office requirement Monday-Wednesday and the option to work remotely on Thursday and Friday.

Job Description

Strategic Growth & Commercial Development

• Lead opportunity assessments to identify new revenue streams (e.g., referrals, subscriptions, loyalty programs, corporate partnerships, satellite activations).
• Translate consumer insights, market data, and financial modeling into go-to-market strategies that expand reach and accelerate growth.
• Build business cases and influence senior leadership to invest in new channels, partnerships, and innovations.
• Continuously evaluate DTC performance against market trends, ensuring strategies evolve with consumer behavior.

Product & Offering Development

• Partner with DTC & Brand Marketing to launch innovative offerings such as curated gift packs, seasonal SKUs, and limited formats.
• Design differentiated pricing and membership structures that attract new audiences while maximizing lifetime value from existing customers.
• Develop acquisition partnerships (e.g., luxury brands, financial institutions, and affinity groups) to bring DTC wines to new customers and audiences.
• Enhance existing offerings—wine club tiers, customization and library offerings, on-property experiences, and more—to deepen engagement and drive incremental revenue.

Sales Planning & Channel Execution

• Build and oversee annual and seasonal DTC sales plans, aligning promotions, campaigns, and releases with customer demand and inventory goals.
• Develop and manage wine club shipment strategies that optimize timing, communications, and packaging to boost satisfaction and retention.
• Create tactical sell-through plans for excess inventory, balancing revenue capture with brand integrity.
• Lead cross-functional teams in executing product launches across eCommerce, wine club, tasting rooms, and events, ensuring consistency and impact.
• Track performance in real time, adjusting strategies to maximize revenue and mitigate risks.

Customer Insights & Business Analysis

• Serve as the internal expert on customer behavior, purchase trends, and segmentation, ensuring every decision is anchored in data.
• Provide leadership with clear, actionable insights on customer lifetime value, retention, and channel performance.
• Use post-campaign and post-launch analyses to refine future strategies and continuously raise performance standards.

Cross-Functional Leadership

• Partner with Hospitality, Marketing, Operations, and Finance to ensure alignment between sales strategies, customer experiences, and profitability targets.
• Act as the connective tissue between teams, ensuring every initiative is delivered with excellence from ideation to execution.

Qualifications

• 7+ years in sales strategy, commercial planning, or DTC growth in wine, CPG, luxury hospitality, or eCommerce
• Proven success in driving measurable revenue through acquisition, loyalty, and retention strategies
• Strong analytical skills with expertise in financial modeling, forecasting, and turning data into actionable insights
• Demonstrated success in leading cross-functional go-to-market execution
• Excellent communication and influencing skills, with the ability to gain alignment across senior leadership and cross-functional teams
• Wine or premium beverage background preferred; understanding of wine club logistics, customer lifecycle management, and tasting room operations ideal
• Proficiency with Commerce7, WineDirect, Salesforce, or similar CRM/eCommerce systems preferred
• MBA strongly preferred

As consumer preferences evolve and traditional wholesale margins shrink, the DTC business has become the growth engine of wineries. This role ensures our DTC business stays ahead by translating insights into growth strategies, developing innovative products and programs, and executing sales plans with excellence. By aligning cross-functional teams around new offerings, sales campaigns, and go-to-market plans, the role helps generate scalable, sustainable revenue.

Outstanding performance in this role opens the door to senior leadership opportunities across Wonderful Wines and The Wonderful Company. From pioneering new customer channels to optimizing product and club strategies, this position is uniquely positioned to shape the future of DTC growth and innovation.

Pay Range: $130,000 - $150,000 (includes annual salary plus discretionary bonus). Final compensation will be dependent upon skills & experience.

Additional Information

• Thriving Wellness Community: Access to top-notch medical coverage comprehensive vision and dental plans, and a 401k with match eligibility to secure your financial future and including:
  • 24/7 online physician consultations
  • virtual mental health resources
  • life coaching
  • engaging employee community groups
  • cash rewards for healthy habits and fitness reimbursements
  • library of on-demand fitness videos
• Career Advancement Opportunities: Unlock your potential with clear paths for career progression and internal mobility across our diverse family of brands and business units.
• Focused Learning and Development: Grow as a leader with our dedicated Learning and Organizational Development department, offering extensive resources like People Manager and leadership training, webinars, and eLearning courses.
• Empowering Mentorship Program: Connect with colleagues through our company-wide mentorship program to share goals, overcome challenges, and drive your career forward.
• Continuous Improvement Training: Participate in training that empowers all employees to learn and implement concepts that drive significant, positive change in the workplace.
• Building a Healthy Society: To date, our co-Founders Lynda and Stewart Resnick, through their foundations and The Wonderful Company, have invested more than $2.5 billion in education, health and wellness, community development, and sustainability initiatives across California’s Central Valley, Fiji, and the world. In 2025, Wonderful ranked as #1 in PEOPLE’s “100 Companies That Care” list and was named one of Fortune magazine’s 100 Best Companies to Work For. To learn more about our corporate social responsibility efforts, visit csr.wonderful.com.
• Giving Back to the Community: Make a difference with Wonderful Giving, allowing you to allocate company-provided funds to up to three charities of your choice, and join Wonderful Neighbor to contribute to group service projects within our local communities.

Located in Paso Robles, JUSTIN® Vineyards & Winery was founded in 1981 and is known for crafting world- class wines using Bordeaux grape varieties, including the iconic ISOSCELES® blend of Cabernet Sauvignon, Cabernet Franc and Merlot. The Vineyard estate, located at 11680 Chimney Rock Road, features a Tasting Room, luxury five-star accommodations at the JUST Inn®, and a Restaurant—making it one of the only wineries on the Central Coast to offer all three options. In September 2018, a new second location, the JUSTIN Downtown Tasting Room opened introducing an expansive wine-tasting bar, lounge, and a full dining room that’s situated prominently on the square along Downtown City Park in the heart of Paso Robles. In addition to its stellar hospitality, JUSTIN consistently receives top honors around the world, establishing itself as a leader in New World Bordeaux-style winemaking. JUSTIN wines are available through discerning fine wine retailers and restaurants throughout the United States, or directly from the Winery via JUSTIN’s Tasting Room, online store or to members of the exclusive JUSTIN Wine Society wine club. To discover more about JUSTIN, visit www.justinwine.com.

The Wonderful Company is an Equality Opportunity Employer that provides opportunities for advancement. We are committed to creating a diverse workforce that embodies a deep culture of acceptance, equity, and inclusion. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, protected veteran status, or other protected categories.

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