Sr. Manager, DTC Channel Strategy

Company Description

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 execution—anticipating 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.

Job Description

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 L