Direct-to-Consumer Sales & Hospitality Manager

POSITION SUMMARY

At Three Sticks Wines were rooted in authenticity fueled by fun and dedicated to crafting world-class wines from iconic vineyards like Durell and Gaps Crown. If you thrive in a fast-paced people-first wine-loving environment we want to meet you.Three Sticks Wines is seeking a highly analytical strategic and results-oriented Senior Direct-to-Consumer Sales & Hospitality Manager to lead the performance planning and growth of our direct-to-consumer business.

This role is responsible for the strategic oversight and financial performance of all DTC sales channels including Hospitality (Adobe) Wine Club E-commerce Wine Releases Consumer Events and Release Roadshows. The position serves as the operational and strategic leader of the DTC department ensuring that all channels work cohesively to drive revenue growth membership retention customer acquisition and exceptional guest experiences.

The ideal candidate is a strong and influential leader with exceptional people management skills a collaborative leadership style and a proven ability to develop high-performing teams. They are highly analytical data-driven and detail-oriented with strong financial acumen and the ability to translate insights into actionable business strategies. This individual excels at balancing strategic planning with operational execution while driving accountability performance and continuous improvement across the organization. The role oversees departmental budgets KPI tracking sales forecasting team performance and long-range DTC growth initiatives.

ESSENTIAL RESPONSIBILITIES

Leadership & Team Management

• Provide strategic leadership and oversight across all direct-to-consumer sales channels including Hospitality Wine Club E-commerce Consumer Events Release Roadshows and outbound sales efforts.
• Lead and develop direct reports through coaching performance management goal setting training and professional development.
• Foster a culture of accountability collaboration hospitality excellence and results-driven performance.
• Ensure alignment between Hospitality Club E-commerce and Sales teams to create a seamless customer journey.
• Develop incentive programs performance metrics and accountability structures that drive sales and guest engagement.
• Conduct regular employee evaluations and provide ongoing coaching and development.

Hospitality Strategy & Performance Management

• Oversee the strategic direction and financial performance of the Adobe hospitality program.
• Partner with the Adobe team to ensure exceptional guest experiences while achieving revenue conversion and club acquisition goals.
• Establish and monitor hospitality KPIs including visitation conversion average order value club sign-up rates and guest satisfaction metrics.
• Manage hospitality budgets labor efficiency staffing plans and operational performance.
• Evaluate and optimize hospitality programming reservation strategies and customer experience initiatives to maximize profitability and long-term customer value.
• Lead weekly meetings focused on hospitality performance and opportunities for growth.

Consumer Events & Experiences

• Develop and oversee the annual consumer event calendar to support customer acquisition retention engagement and revenue goals.
• Serve as the executive point person for all company-owned consumer events ensuring alignment with sales objectives budgets guest experience standards and brand positioning.
• Provide strategic oversight and performance management for flagship events including Destination Durell Cellar Collective Wine Club events Release Roadshows and other key consumer engagement programs.
• Manage event budgets sales goals ROI analysis staffing plans and post-event reporting to evaluate effectiveness and identify future opportunities.
• Develop event sales strategies that maximize direct-to-consumer revenue wine club acquisition member retention and customer lifetime value.

Direct-to-Consumer Sales Strategy

• Develop and execute annual DTC sales plans that drive revenue growth across Wine Club E-commerce Hospitality Consumer Events and Release Programs.
• Create integrated sales strategies that maximize customer lifetime value and engagement across all direct channels.
• Lead planning and execution of annual wine release calendars allocation strategies sales campaigns and customer communication schedules.
• Oversee the strategic development and performance of the Wine Club program including acquisition retention upgrades and member engagement.
• Direct consumer event strategy including Release Roadshows and key market events ensuring alignment with sales objectives and ROI expectations.
• Identify opportunities to increase sales conversion rates member retention and customer acquisition across all channels.

E-commerce & Customer Lifecycle Management

• Oversee e-commerce sales strategy and online customer experience.
• Partner with internal teams and vendors to optimize website merchandising customer journeys digital conversion and online purchasing behavior.
• Develop customer segmentation strategies and targeted sales campaigns to drive engagement and revenue.
• Analyze purchasing trends customer behavior and retention metrics to improve sales performance and customer lifetime value.
• Ensure wine releases club campaigns and digital sales initiatives are strategically planned and executed.

Inventory Planning & Allocation Management

• Monitor inventory levels depletion rates and sales forecasts to ensure optimal product availability across Hospitality Wine Club E-commerce Wine Releases and Consumer Events.
• Develop and manage wine allocation strategies for club shipments release campaigns hospitality offerings and special event programs.
• Analyze inventory performance and sales trends to identify opportunities for improved inventory utilization and profitability.

Analytics Forecasting & Reporting

• Own DTC reporting and business intelligence efforts providing clear insights into sales performance trends opportunities and risks.
• Maintain comprehensive KPI dashboards across all DTC channels.
• Prepare monthly quarterly and annual reporting packages for executive leadership.
• Lead annual budgeting and forecasting processes for all DTC revenue streams and departmental expenses.
• Monitor performance against budgets and forecasts identifying opportunities for improvement and corrective action.
• Utilize data-driven decision making to improve efficiency profitability and customer engagement.

QUALIFICATIONS

• 5 years of progressive leadership experience in direct-to-consumer sales hospitality management wine club management luxury hospitality or related fields.
• Strong analytical financial and business planning skills.
• Proven experience managing budgets forecasting and KPI-driven business performance.
• Demonstrated success driving growth in Wine Club Hospitality E-commerce and Consumer Sales channels.
• Advanced proficiency in CRM and DTC reporting systems (Commerce7 experience preferred).
• Exceptional organizational skills with meticulous attention to detail.
• Strong leadership communication and team development capabilities.
• Ability to balance strategic planning with tactical execution in a fast-paced environment.
• Passion for hospitality customer experience and premium wine brands.

SUCCESS PROFILE

The successful candidate will be:

• Highly analytical and data-driven.
• Strategic proactive and commercially minded.
• Meticulous in execution and follow-through.
• Financially savvy with strong forecasting abilities.
• An effective leader who develops teams and drives accountability.
• Focused on creating exceptional customer experiences while delivering measurable business results.