The Wonderful Company
Sr. Manager, DTC Channel Strategy
The Wonderful Company, Los Angeles, California, United States, 90079
Overview
Wonderful Wines, the premium wine division of The Wonderful Company, unites three iconic wineries — JUSTIN Vineyards & Winery, Lewis Cellars, and Landmark Vineyards — under one umbrella. Our mission is to craft extraordinary wines and unforgettable experiences. The Sr. Manager, DTC Channel Strategy is a key commercial leader responsible for translating deep customer and business insights into actionable growth strategies for Wonderful Wines’ Direct-to-Consumer (DTC) channels. This role combines analytical rigor with entrepreneurial vision to attract, retain, and grow our 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 opportunities; designing innovative programs, partnerships, and product offerings; and overseeing flawless execution of sales plans, campaigns, and wine club initiatives across channels. The role requires balancing big-picture strategy with detail-oriented execution and building bridges across marketing, hospitality, operations, and finance to deliver 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 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 The role emphasizes translating insights into growth strategies, developing innovative products and programs, and executing sales plans with excellence to generate scalable, sustainable revenue. Outstanding performance in this role may lead to senior leadership opportunities across Wonderful Wines and The Wonderful Company. Compensation 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 medical coverage, vision and dental plans, and a 401k with match. Includes: 24/7 online physician consultations, virtual mental health resources, life coaching, employee groups, wellness rewards, and on-demand fitness videos. Career Advancement Opportunities:
Clear paths for career progression and internal mobility across our brands and business units. Focused Learning and Development:
Resources such as People Manager and leadership training, webinars, and eLearning courses. Empowering Mentorship Program:
Company-wide mentorship to guide goals and career progression. Continuous Improvement Training:
Training to drive positive change in the workplace. Building a Healthy Society:
Our co-founders and The Wonderful Company have invested billions in education, health, sustainability.
Learn more at csr.wonderful.com. Giving Back to the Community:
Wonderful Giving program allows contribution to charities; join Wonderful Neighbor for local service projects. Located in Paso Robles, JUSTIN® Vineyards & Winery details and history are provided, including location, hospitality offerings, and accessibility to JUSTIN wines via multiple channels. For more information, visit www.justinwine.com. The Wonderful Company is an Equality Opportunity Employer that values diversity 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. EEO is the law - for more information, please review the applicable links.
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Wonderful Wines, the premium wine division of The Wonderful Company, unites three iconic wineries — JUSTIN Vineyards & Winery, Lewis Cellars, and Landmark Vineyards — under one umbrella. Our mission is to craft extraordinary wines and unforgettable experiences. The Sr. Manager, DTC Channel Strategy is a key commercial leader responsible for translating deep customer and business insights into actionable growth strategies for Wonderful Wines’ Direct-to-Consumer (DTC) channels. This role combines analytical rigor with entrepreneurial vision to attract, retain, and grow our 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 opportunities; designing innovative programs, partnerships, and product offerings; and overseeing flawless execution of sales plans, campaigns, and wine club initiatives across channels. The role requires balancing big-picture strategy with detail-oriented execution and building bridges across marketing, hospitality, operations, and finance to deliver 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 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 The role emphasizes translating insights into growth strategies, developing innovative products and programs, and executing sales plans with excellence to generate scalable, sustainable revenue. Outstanding performance in this role may lead to senior leadership opportunities across Wonderful Wines and The Wonderful Company. Compensation 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 medical coverage, vision and dental plans, and a 401k with match. Includes: 24/7 online physician consultations, virtual mental health resources, life coaching, employee groups, wellness rewards, and on-demand fitness videos. Career Advancement Opportunities:
Clear paths for career progression and internal mobility across our brands and business units. Focused Learning and Development:
Resources such as People Manager and leadership training, webinars, and eLearning courses. Empowering Mentorship Program:
Company-wide mentorship to guide goals and career progression. Continuous Improvement Training:
Training to drive positive change in the workplace. Building a Healthy Society:
Our co-founders and The Wonderful Company have invested billions in education, health, sustainability.
Learn more at csr.wonderful.com. Giving Back to the Community:
Wonderful Giving program allows contribution to charities; join Wonderful Neighbor for local service projects. Located in Paso Robles, JUSTIN® Vineyards & Winery details and history are provided, including location, hospitality offerings, and accessibility to JUSTIN wines via multiple channels. For more information, visit www.justinwine.com. The Wonderful Company is an Equality Opportunity Employer that values diversity 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. EEO is the law - for more information, please review the applicable links.
#J-18808-Ljbffr