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Jobs at Benchmark Consulting

Hospitality and Direct to Consumer Sales Director -Smith Family Wines

Location: Soledad, CA

Type: Full Time

Min. Experience: Manager/Supervisor

Since 1973, when Rich Smith started growing wine grapes in Monterey County, everyone in our family has worked in the business at some point.

Today Jason and Jennifer Smith, the next generation, are leading our vertically-integrated viticulture and wine companies with more than 3,000 acres of vineyards, a state-of-the-art winery and two tasting rooms, it’s a good thing we have three generations to help! We welcome you to learn our story…http://www.smithfamilywines.com/

The Hospitality/DTC Sales Director will oversee one of the most important components of Smith Family Wines – the proper delivery of all wine and food to guests and members. It is expected that the Hospitality Director will be an active leader in not only their direct responsibilities, but all aspects of the Winery, constantly searching for ways in which to improve overall winery operations. This position requires a passionate appreciation and respect for wine, guest service, the culinary arts as well as desire to educate and share this with our staff, members and guests. Critically important is the ability to achieve strategic and business objectives through revenue generation and expense management.

o Hire Tasting Room, Back Office, and Support Staff.
o Lead, develop, and train the tasting room sales team to achieve daily sales and budget goals, and to build
increased customer loyalty.
o Keep team members focused on various wines based on sales goals and current inventory.
o Supervise and direct tasting room staff to ensure they are properly trained on all procedures, including
operating cash register and credit card machine, signing up wine club members and collecting customer
contact information at the point of sale.

Analysis and Reporting
o Monitor sales incentive programs and ensure tasting rooms meet sales and wine club sign-up goals
o Monitor initiatives to drive monthly and long term KPI’s and achieve overall P&L objectives. Key KPI’s
include, but are not limited to, visitor counts, Wine Club sign-ups and conversions, visitor data
collection, depth of purchase (Average Order Values), and bottom line gross profits
o Complete monthly/quarterly inventory and depletion reports and monthly/quarterly sales reports
including Gross/Net profit on wines.
o Summarize all monthly/quarterly email campaign earnings and present to VP Sales & Marketing,
Winemaker & CFO

Tasting Room Operations

  • o Ensure the tasting room and events are properly staffed and employees supported and supervised.
  • o Manage daily opening and closing procedures of the tasting rooms
  • o Optimize member and guest experience with a focus on customer experience.
  • o Maintain accurate and up to date selling tools (tasting notes, club information, price lists, signage  etc.)throughout all selling venues to drive Tasting Room KPI’s and ensure positive consume experiences.

Wine Club Management

  •  Increase membership through driving tasting room traffic and converting customers to members Create promotions and marketing materials that promote member benefits and the value and quality of the product
  • Oversee in-house shipping and wine club fulfillment.
  • Execute monthly physical inventory for wine and oversees inventory counts and allocation. Maintain proper inventory stock levels (both wine and non-wine).


  • Plan and execute events, including those for Wine Club, Trade, Consumers, and Tasting Room.
  • Seek out community events that drive Tasting Room traffic and DTC sales initiatives.
  • Allocate and schedule resources for events, deliver wine, attend events, and supervise on-site
  • staff.
  • Coordinate logistics and promotion of events and other Tasting Room activities with Sales &
  • Marketing Manager to ensure alignment of messaging, promotions, and scheduling.
  •  Set and achieve monthly and yearly financial goals for events department
  • Develop strategies for monetizing events, ensuring both a positive customer experience

Customer and Community Outreach

  •  Monitor and respond to customer feedback, monitor and participate in online customer forums
  • Collaborate with VP of Sales and Marketing to implement changes based on customer feedback.
  • Perform consistent outreach with hospitality and industry peers to create successful referral programs
  • Create and maintain quality relationships with a wide variety of external contacts (for example,consumers, corporate meeting planners, transportation companies, winery partners, hotel sales managers & concierges, event planners, winery vendors, internal).
  • Build rapport and gains cross-referrals with neighbor wineries

Strategic Planning and Budgeting

  •  Collaborate with executive team on setting strategic plans and ensuring plans are aligned with overall company and winery objectives
  • Manage Tasting Room budgets and retail sales to achieve targeted operating profits.
  • Set short- and long-term sales objectives, and develop and implement strategies and campaigns to ensure achievement of sales objectives.
  • Design and promote outreach programs, and collaborate with marketing team to drive quality traffic to tasting rooms, winery, and events. Develop innovative ways to drive sales and increase customer satisfaction while guests are at Winery Locations
  • Evaluate opportunities for new club events, marketing opportunities, and campaigns.
  • Collaborate with marketing and creative on creating and implementing marketing strategies, ensuring that the website and all collateral support the plan, to include e-flyers, program collateral, and tasting room signage.


  •  Attend relevant conferences, meetings, and classes
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