DTC Manager

Join the Keller Estate Team  

Keller Estate is a family‑owned winery in the Petaluma Gap AVA, known for cool‑climate Chardonnay, Pinot Noir and Syrah grown on our estate vineyards. Our tasting room offers guests a relaxed, personal experience rooted in the land and the family behind it.

We’re seeking an experienced hospitality leader to serve as our DTC Manager, a full‑time, hourly (non‑exempt) role offering $32–$35 per hour, plus event service fees, commission on private event sales, and quarterly performance bonuses tied to sales and KPI goals. This position oversees our direct‑to‑consumer business — including tasting room sales, wine club, events, and online sales — and plays a key role in shaping the guest experience and driving revenue across the estate.

Sales and team leadership
•         Set, track, and hit monthly, quarterly, and annual DTC sales and wine club goals

•         Lead, schedule, train, and coach the Sales Lead and tasting room associates

•         Build sales strategies and promotions with the General Manager

Tasting room operations
•         Oversee daily tasting room operations, from opening to close

•         Order supplies, glassware, and merchandise, and manage vendor relationships

•         Maintain service standards, guest experience, and compliance

•         Support tasting room team with hosting guests where needed (approximately 8 hours a week)

Events
•         Own event planning and execution, from first inquiry to final invoice

•         Coordinate logistics, staffing, wine selection, and client communication

•         Make event decisions independently, escalating only larger purchases or exceptions

Inventory 
•         Own monthly inventory counts and reconciliation across the tasting room and warehouses

•         Explain every variance and keep inventory accurate for sales and allocations

•         Manage tasting room and event expense budgets

Reporting and outreach
•         Deliver monthly KPI reports: sales, club sign-ups and retention, conversion, event revenue, inventory accuracy

•         Manage outreach programs with industry partners, concierges and local businesses

•         3+ years managing a tasting room, DTC program, restaurant or similar hospitality operation

•         Direct experience with inventory management and reconciliation

•         Experience managing budgets, ordering, and vendor relationships

•         Comfort with presenting and reporting KPI’s

•         Usage experience with Microsoft Office programs, specifically Excel

•         Event planning and execution experience

•         A track record of leading and coaching teams to sales goals

•         Exceptional attention to detail and follow-through

•         Availability on weekends, holidays, and for evening events

•         Must be 21 or older

•         Ability to carry 50lbs 

What success looks like in the first 90 days:
•         Accurate monthly inventory count submitted on time, and reconciling variances with department heads.

•         First KPI report delivered and reviewed with the General Manager

•         Owning event planning end to end, with consistent client communication

•         Tasting room and event spending tracking within budget

Benefits
•         Health insurance 

•         Dental, vision, and life insurance 

•         401(k) matching (4%)

•         40 hours of paid sick leave and up to 80 hours of vacation per year