GM Direct to Consumer

Position Purpose

The GM Direct-to-Consumer (DTC) is responsible for the development and execution of strategies that drive optimal DTC performance, grow revenue, and improve profitability for the DTC activities across all DFW winery brands. Reporting directly to the Executive Vice President Marketing, this position is responsible for oversight, direction, and performance of all the DTC Sales Channels (including retail, hospitality, events, membership, phone and digital) and DTC Operations teams. Acting autonomously and as part of a larger cross-functional team, this position is accountable for the productivity, sales, continuous improvement, profitability, and success of the DTC operations across the DFW organization.

Functional Responsibility

• Oversees, directs, and manages activities and the leadership team's performance in areas of responsibility
• Drives and models company culture and holds self, peers, and direct reports accountable for demonstrating a constructive company culture through influential, personal behavior and actions
• Communicates the company's vision and mission; develops and implements the strategies that guide the direction of the business in areas of responsibility
• Identifies, analyzes, and drives the competitive landscape, opportunities for expansion, customers, markets, new industry developments, best practices, standards, etc.; maintains awareness of regulatory changes to ensure compliance and continually improve operations
• Owns and oversees the development of the rolled-up budget,  and conducts financial planning and analysis to ensure budget and other financial goals are in line with business strategy
• Directs the optimization of resources and results; collaborates with cross-functional leaders to position and integrate business functions and remove obstacles to accomplish key objectives and high impact initiatives
• Drives strategic alignment, guides leadership team, and works cross-functionally in the development of staffing plans; attracts, motivates, and retains a workforce with the appropriate knowledge, skills, and abilities to achieve the company's goals and objectives
• Promotes and ensures a safe and healthy work environment for all employees
• Aligns leaders on change initiatives, leads the way, and prepares the company for success in a continually changing environment
• Fosters a work environment that encourages creative thinking, promotes flexibility, and drives innovation
• Ensures that employee issues, concerns, and complaints are handled in accordance with company policies and applicable legal advice for clear, consistent messaging and resolution
• Ensures compliance and consistent application of company policies, initiatives, and decisions
• Inspires, guides, and develops direct reports; identifies and mentors successor; fully engages in the GPS (Performance Management) process; provides high-quality feedback, and ensures proper GPS documentation of employee performance, recognition, and deficiencies

Essential Duties

• As a thought leader, sets vision for all DTC functions
• Develops DTC business strategies and makes compelling business cases for adjustments to operating plan
• Drives development and alignment of strategies across all DTC channels to build customer lifetime value and brand loyalty
• Recruits, trains, and develops leadership team members to drive profitable DTC growth
• Develops annual DTC sales plan, operating budget, and portfolio programming across channels, by winery, while working with department managers
• Responsible for achieving monthly winery DTC sales and financial targets, analyzing / interpreting metrics, working through department managers to achieve results
• Ensures business plans, initiatives and technology tools and systems are in place to acquire and retain new customers and manage inventory
• Leverages assets and marketing campaigns to drive visits, enhance customer experiences and improve membership sales and tenure

*Other duties may be assigned

Non-Essential Duties

*Other duties may be assigned

Minimum Requirements

Education and Experience

• Bachelor's degree and extensive business and related industry experience
• 15+ years of experience in a relevant leadership role for a large division or company, with a similar level of business complexity (DTC multi-channel, multi-brand); winery DTC leadership experience preferred
• Verifiable hands-on and highly successful track record in performance excellence in meeting targets and objectives
• Experience in strategic planning and execution, negotiating, and change management

Knowledge, Skills, and Abilities

• Ability to effectively interact with the Board of Directors, management, and all levels within the organization
• Solid management background, with excellent leadership, planning and organizational skills
• Advanced knowledge of financial management including creating financial statements, budgets, forecasts, and understanding complex deal structures or contracts
• Well-versed in performance management and coaching
• Ability to read and evaluate sales and marketing reports, analyses, and trends
• Ability to handle disruptive work schedules, deadlines, and unpredictable events
• Ability to recognize and respond to environmental issues (political, legislative, technological, economics and competitive) that influence the Company’s success
• Experienced driver and implementer of change management
• In-depth knowledge of CRM and multi-channel winery DTC management, including Tasting Room, Restaurant, Events (both on-site and on the road), Wine Club, Direct Mail, Phone and Digital Sales
• Fluency in DTC metrics management, database management, and digital tools that drives data driven decisions
• Experienced in developing unique and effective winery guest experiences, including compelling food and wine pairing programs
• Understanding of all aspects of the marketing mix including pricing, promotion, packaging, products, channel, consumer, creative, as well as competitive analysis and web analytics
• Experienced in outsource partner / vendor management
• Act as an industry-authoritative voice and passionate brand ambassador to internal and external constituents including VIP customers and leading trade personnel when called upon
• Considerable knowledge of wine styles, wine and food pairing, grape growing and winemaking principles
• Impeccable written, verbal, large group presentation and public speaking skills

Working Conditions

• Office environment with frequent travel 
• Required to drive automotive vehicle or equipment

Work Standards

• Acts in a manner reflective of the Company culture of High Moral Standards, Innovation and Continuous Evolution, Trust in Team, Continuous Improvement, and Sustainable Relationships
• Communicates, interacts, and works effectively with others; receptive to feedback and coaching; voices concerns in a constructive manner
• Demonstrates commitment to safety first; communicates safety concerns; promotes a safe work environment based on established safety standards and training
• Follows all Company policies and procedures

Additional Comments

Management retains the discretion to add to or change the duties of the position at any time.