Director, DTC Strategy

Description

O’Neill Vintners & Distillers was founded in 2004 with a simple idea from our founder, Jeff O’Neill, that great wines should be enjoyed by all. We believe those wines must be of exceptional quality centered around our core belief that doing the right thing for our employees, consumers, partners, and the planet is key to a sustainable future. As our family-owned business has grown, so has our belief in business as a force for good—we are proud to be an industry leader in sustainability and a Certified B Corporation.

We are one of California's largest wineries, with operations in Larkspur, Sonoma, Paso Robles, and Parlier/Reedley, CA. Our award-winning portfolio of consumer brands includes Line 39, FitVine, Harken Chardonnay, Rabble, Charles Woodson’s Intercept, Robert Hall, Allegro Cellars, Ram’s Gate, Wines of Substance, ViNO, and BrandyLab.

This senior leader is responsible for developing and executing strategies for Membership and E-Commerce programs while overseeing promotion planning and product strategy across all Direct-to-Consumer (DTC) channels. Additionally, this position collaborates with the Marketing and Hospitality teams to ensure the success of the Hospitality and Events channels through a people-first, consumer-centric, and omnichannel approach.

Requirements

DUTIES AND RESPONSIBILITIES:

The following reflects management’s definition of essential functions for this job but does not restrict the tasks that may be assigned. Management may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or other reasons.

• Channel Strategy- Collaborates with senior leadership on the development of DTC channel strategy and manage execution across all DTC channels (Hospitality, Event, Membership, e-commerce, Private Client & Corporate Sales) ensuring KPIs and engagement objectives for each segment. 
• KPI Analysis- Tracks performance KPIs across all DTC channels, analyzing to provide actionable data and recommendations to increase performance. 
• Leads initiatives to ensure clean data, working cross-functionally to create standards that ladder up to that goal.  
• Collaborates with cross-functional leaders on overall DTC strategy with an omnichannel and consumer-centric approach, to ensure sales across all DTC channels. 
• Leads the Membership team to achieve performance and cultural KPIs, which deliver on top and bottom line targets.  
• Develops Membership programming that’s proactive, nimble, and rooted in building genuine connections. 
• Tests, evaluates, learns, and adjusts to always provide our Members with fresh and differentiated ways to engage.  
• Develops a strategy to drive online Membership acquisition. 
• Responsible for the creation of a sales strategy for e-commerce, in a structure that delivers on sales while preserving Ram’s Gate’s brand integrity. 
• Leads promotion planning for all DTC channels to drive results across all channels through an omni-channel approach.
• Serves as a positive change agent with an innovation mindset, championing new initiatives and bringing forth fresh ideas to drive growth and elevation through the lens of hospitality. 
• Works collaboratively, fostering solution-oriented, positive, and open communication 
• Agile and forward-thinking, working through humble leadership and the assumption of positive intent

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below represent the knowledge, skill, and ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. 

• 5+ years in a wine industry leadership position with a focus on Marketing or DTC channels.
• Strong acumen for data analysis
• Energized by change and driven to achieve. 
• Excited to build, with experience developing processes and practices. 

CULTURAL BEHAVIORS

O’Neill team members are Forward Thinkers. Hard Working without Drama. Friendly Problem Solvers who work as One Team to Always Deliver.

PHYSICAL/MENTAL REQUIREMENTS:

While performing the duties of this job, the employee is frequently required to do the following: 

• Sit for prolonged periods.
• Perform some repetitive motion activities.
• Coordinate multiple tasks simultaneously.
• Lift, move, and stack boxes up to 60 lbs.
• 10% Travel Required

WORK ENVIRONMENT:

• Example: Work normally occurs in a temperature-controlled office environment with low to medium noise levels. 

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