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Jobs at Benchmark Consulting

DTC Sales Manager - Somerston Wine Co.

Location: Yountville, CA

Type: Full Time

Min. Experience: Manager/Supervisor


The DTC Sales Manager is responsible for ensuring the highest level of hospitality for our visiting guests, meeting company financial goals, professionally managing and motivating a small team of wine specialists, and developing and maintaining a strong referral network.  This position will also host trade and distributor partners at the Yountville Tasting Room (YTR) and at our St. Helena vineyard estate.  This position requires independent leadership and execution in order to be successful. 

This position’s primary areas of responsibility are to lead a wine sales and hospitality team at the YTR and WTR that meets revenue, membership and customer data goals, business development and networking to drive traffic to both retail locations, and business administration.

This position reports to the General Manager and will serve as an integral member of the management team.


Lead a wine sales and hospitality team at the companies two retail locations that meets revenue, membership and customer data goals. 

  • Run a profitable and professionally managed wine tasting rooms, while overseeing all operational aspects for both retail locations.
  • Meet and exceed monthly wine sales goals and allocation acquisitions.
  • Collaborate, develop, and execute Tasting Room programs and experiences that are on brand and profitable.
  • Hire, develop, and retain a professional sales and hospitality team.
  • Supporting your sales team by working the floor, selling wine, acquiring wine club members and capturing data for theirs and the company’s benefit.
  • Mentor each sales associate and teach them the skills needed to convert tastings to case wine sales and/or membership.
  • Provide regular coaching to each sales associate of their progress towards achieving their monthly goals.
  • Understand and review commission structure, benefits, and income potential with the sales team.
  • Exceed company sales, brand and customer goals.
  • Train the sales staff on the benefits and features of becoming a member. Reinforce the importance of increasing wine club membership to your staff for their financial benefit and for the company. Successfully convert visitors to members and support the retention programs in place to retain members.

Business development and networking to drive traffic to the YTR

  • Develop and execute a strategy to increase traffic to both retail locations.
  • Have a successful referral network that helps drive qualified customers.  Build long term relationships with key customer gate keepers, concierges, drivers, tour companies, and winery partners that bring in qualified customers.
  • Represent the brand at off-site events, tastings, and private parties.
  • Utilize company assets to execute customer experiences that promote loyalty and promote long term growth and stability.
  • Create and implement an effective customer segmentation program, referring qualified customers to the Somerston Estate.
  • Develop strong relationships with drivers, concierges, and other key individuals that can deliver qualified customers.
  • Develop strong relationships with other high-end wine sales associates to build a strong referral network.
  • Build those referral relationships at social gatherings, meetings, and events.
  • Support the execution of brand partnerships through co-marketing events, experiences and more. 

Sales and Hospitality Business Management 

  • Support the production and dissemination of weekly and monthly dashboards, ensuring the team understands key metrics and indicators driving the business toward its goals.
  • Manage inventory by performing weekly and monthly inventory counts and reconciling with Zero Sales Forms (“ZSF”), In-house shipments and inventory transfers of wine and merchandise.
  • Execute daily operations at both retail locations (POS system, opening, closing, inventory, cleaning, stocking wines, opening and evaluating wines and general upkeep) Develop and manage scheduling of staff for both tasting rooms.
  • Work with management to develop and manage an annual DTC budget for wine case sales, tasting fees, wine club sales, retail merchandise, events, and promotions.
  • Submit weekly restock orders based on projected needs for merchandise, food pairings and wine (including wines needed for both on-site and off-site events).
  • Successfully complete all administration duties accurately and on a regular and timely basis.
  • Ensure that company Standard Operating Procedures are maintained and a top level experience is provided to every customer.


  • Meet and exceed monthly wine sales goals and allocation acquisitions.
  • Lead train, mentor, and coach a successful hospitality team.
  • Increase traffic to both tasting rooms.
  • Successful management of administration duties.
  • First in class hospitality to all customers.
  • Have a successful referral network that drive qualified customers to both tasting rooms.
  • Be a productive member and of a successful direct to consumer sales team.


  • Must be 21 years of age and be able to lift and carry 48 pounds.
  • Minimum of BA. or B.S. degree.
  • Minimum 5 years of wine Tasting Room management (lead, Assistant or Manager) with proven track record of results; at least 3 of these years will have been in management roles and will have included responsibility for meeting company sales goals; experience with luxury and premium brand products preferred.
  • Recent experience managing an operating budget of $1 million and managing a team of 6+ people (hourly and exempt).
  • Must have a strong understanding of the North American and world wine markets.
  • Proficient computer skills:  Microsoft Office and windows-based computer applications including Outlook, Excel, Word, PowerPoint. Familiarity with Vin65 and other winery POS and CRM platforms preferred. 


  • Works independently and executes to gets things done.
  • A team player with demonstrated ability to work successfully across all levels of an organization with a high degree of leadership and consensus building skills.
  • Strategic and creative thinking – the ability to identify new opportunities to grow the business.
  • Proven success building and driving meaningful consumer traffic and programs including hospitality, events, and retail with in-person customer selling skills.
  • Proven analytic skills with the ability to formulate strategies based on competitive data to meet overall company objectives, both short- and long-term.
  • Self-starter and highly organized with a proven track record in developing and administering marketing programs.
  • The ability to handle and complete numerous tasks simultaneously, and be flexible and quick to learn and adapt.
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