Director of DTC Sales & Hospitality

About the Role

Wiens Cellars is a family-owned estate winery in the heart of Temecula Valley, and our tasting room is the engine of our direct-to-consumer business — the place where guests fall in love with the brand and become members for life. We are hiring a Director of DTC Sales & Hospitality to own that engine end to end: the revenue it generates, the team that runs it, and the experience every guest remembers.

This is a leadership seat with real accountability. You will be responsible for tasting-room revenue, wine club growth, service standards, wholesale and the performance of a team of 20–30 servers — supported by managers and sales leads — that delivers all three. It is equal parts commercial — you carry the numbers — and hospitality — you set the standard for how guests are treated. If you lead from the floor, coach a team to sell without ever feeling like they are selling, and turn first-time visitors into lifelong members, this is your room to run.

Why Wiens Cellars?

You will lead the highest-visibility, highest-revenue guest touchpoint at a winery we are elevating into one of Southern California’s premier estate destinations — with direct access to leadership, a team to build, and a compensation structure that pays you for the results you drive. Your work shapes both the guest experience and the bottom line, and there is a clear path to grow as the estate does.

And the wine backs it up. Wiens is an award-winning estate: our portfolio has earned multiple Best of Class awards and a Best of Show, White at the Los Angeles International Wine Competition, along with a long list of Gold, Double Gold, and 90+‑point wines. You will be selling a product that wins on merit — not just marketing.

What You’ll Own

Revenue & DTC Growth

•    Own tasting-room revenue, wine sales, and wine club conversion and retention — you carry the DTC number and are accountable for hitting it.

•    Set, monitor, and act on the KPIs that drive results: conversion rate, average check, club sign-ups, member retention, and revenue per guest.

•    Train and coach the team on consultative selling and brand storytelling so revenue growth feels like exceptional hospitality, not a pitch.

Guest Experience

•    Ensure every guest receives a warm, personalized, memorable tasting — and hold the team to service standards that reflect a premium estate brand.

•    Resolve guest concerns promptly and gracefully, and use them to raise the standard.

Team Leadership

•    Lead and develop a tasting-room team of 20–30 servers, along with managers and sales leads — recruiting, hiring, training, and growing the staff.

•    Oversee the schedule, manage labor cost against revenue, and run performance reviews and ongoing coaching that lowers turnover and raises performance.

Operations & Compliance

•    Oversee daily tasting-room operations for consistency and efficiency, including POS systems, cash handling, and inventory controls.

•    Ensure full compliance with California ABC and all alcohol-service regulations, and maintain cleanliness, organization, and visual standards.

Events & Membership

•    Support winery events, private tastings, and signature experiences, and partner with the marketing and wine club teams to convert engagement into membership and revenue.

In a growing, family-owned business, priorities evolve — you will also take on other duties as assigned to support the tasting room and the broader team.

What Success Looks Like in Your First Year

•    Tasting-room revenue and wine club conversion targets are met or exceeded, with KPIs trending up quarter over quarter.

•    The floor team is stable, well-trained, and consistent — turnover is down and service standards are uniformly high.

•    Labor cost is managed in line with revenue, and there is a repeatable playbook for turning events and experiences into club sign-ups.

Who You Are

•    Hospitality at your core. You believe a great guest experience is the product, and you set the standard by leading from the floor.

•    You carry the number. You are comfortable owning revenue and club targets, and you coach a team to hit these targets without losing the warmth.

•    A people leader. You build, develop, and retain strong teams, and people do their best work for you.

•    Rigorous about the details. POS, cash, inventory, and compliance are handled right — every shift, no exceptions.

Qualifications

Required

•    5+ years of hospitality, restaurant, or tasting-room management experience.

•    A proven track record of both leadership and sales or revenue performance.

•    Wine knowledge and a genuine passion for guest service.

•    Excellent communication and problem-solving skills.

•    Experience with POS/CRM systems (Commerce7 a strong plus).

•    Availability to work weekends and holidays — our peak business days.

•    Valid California Responsible Beverage Service (RBS) certification, or the ability to obtain one within 60 days of hire.

Preferred

•    Direct experience growing a wine club or membership program and managing a high-volume DTC or tasting-room operation.

•    Familiarity with California ABC compliance and DTC alcohol regulations.

•    A history of building and retaining teams in fast-paced, high-turnover environments.

Physical & Schedule Requirements

•    Ability to stand for extended periods and to lift and carry up to 50 lbs.

•    Comfort in a fast-paced, high-volume environment.

•    Our highest-traffic, highest-revenue days are weekends and holidays, so this role works most weekends. Mondays and Tuesdays are our lowest-volume days and are typically when days off fall.

Compensation & Growth

Base salary of $95,000–$105,000, commensurate with experience, plus incentives up to $20,000 or more tied to tasting-room revenue, wine club growth, and team results — bringing on-target earnings (OTE) to roughly $105,000–$125,000 for strong performance.

This role is designed for growth. As Wiens Cellars and the estate expand, there is a clear path toward broader direct-to-consumer and hospitality leadership for the person who delivers.

Benefits

•    Health, dental, and vision insurance.

•    401(k) with company match.

•    Life insurance, disability insurance, and a flexible spending account.

•    Paid vacation: 80 hours per year through year 1, increasing to 120 hours at 1+ years of service, increasing to 160 hours at 5+ years of service.

•    Employee assistance program and employee wine discounts.

Additional Information

Employment offers are contingent on successful completion of a background check. All candidates must be authorized to work in the United States.