Sr. Manager, DTC Channel Strategy

Sr. Manager, DTC Channel Strategy

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 executionanticipating 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.

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

Sales Planning & Channel Execution

Customer Insights & Business Analysis

Cross-Functional Leadership

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.