Sr. Manager, DTC Loyalty and Ecommerce

Woodinville, WA

About the role

This strategic and results-driven leadership position oversees all wine club operations and directs the wineries direct-to-consumer (DTC) ecommerce strategy. The role drives revenue growth through wine club acquisition, retention, and engagement initiatives while elevating both onsite and digital consumer experiences. It leads the full cycle of the wine club program, including membership growth, reducing attrition, loyalty programming, campaign execution, fulfillment coordination, and cross-functional collaboration. Additionally, the role oversees the winery's ecommerce channel, guiding digital strategy to grow mailing lists, improve conversion rates, average order value (AOV), and overall consumer base and channel.

This is a full-time, primarily onsite position with one remote workday per week. Flexibility is required to adjust workdays to include weekends and evenings as needed for onsite events, pick-up parties, concerts, and support of the onsite club team.

Responsibilities

• Develop and execute strategic business plans to increase profits in the club and ecommerce channels.
• Increase overall direct-to-consumer base across all channels.
• Increase wine club membership across all Ste. Michelle brands.
• Develop and execute an innovative, forward-thinking strategy for wine club membership to appeal to all consumers.
• Plan and execute club-specific marketing plans for private client sales and ecommerce.
• Increase wine club membership conversion across DTC channels.
• Report on and analyze club enrollment, attrition, and benefit offerings across multiple brands.
• Serve as the main point of contact for Guest Services Managers on questions or concerns relating to wine club management.
• Review current digital platform functionality and look for opportunities to engage club members.
• Manage fulfillment calendar and wine selection planning process.
• Partner with DTC Inventory and Logistics, winemaking team, and brand managers to develop wine allocations for future fulfillments.
• Provide operational support for club runs, problem orders, and service-related communications.
• Provide marketing support for all club communications, including email marketing and managing newsletter development.
• Direct the DTC ecommerce strategy to grow digital revenue, increase conversion rates, and improve AOV.
• Lead email and digital marketing initiatives focused on list growth, customer acquisition, reengagement, and revenue generation.
• Partner with Marketing to align digital campaigns with tasting room promotions.
• Assist in the planning and coordination of club events.

Requirements

• Must be at least 21 years of age with a high school diploma or equivalent.
• Class 12 MAST Permit and Food Handler's Permit required.
• Bachelor's degree required; Master's degree preferred.
• Valid Driver's License required.
• Five or more years of progressive experience in direct-to-consumer, wine club, ecommerce, and digital marketing.
• Proven track record of driving measurable revenue growth in a subscription-based or membership-driven model.
• Experience leading ecommerce platforms, CRM systems, and marketing automation tools.
• Strong understanding of omni-channel retail strategy and integration of onsite hospitality.
• Strong organizational skills, including exceptional attention to detail and an aptitude for analytical thinking.
• Computer literate with extensive experience in Microsoft Office Suite (Word, Excel, PowerPoint, etc.).
• Experience in forecasting and managing profit and loss (P&L) statements.
• Ability to work in a fast-paced environment where last-minute changes are critical to success.
• Ability to work independently, think creatively, solve problems, and take initiative.
• Proven ability to communicate and partner with various departments or groups within an organization.
• Copywriting experience preferred.
• Deep understanding of premium hospitality standards and customer experience best practices.
• Wine industry experience preferred, with a strong understanding of DTC compliance and regulations.
• Must be hands-on and able to handle multiple tasks simultaneously.
• Available for limited business travel (up to 20-30%).
• History of responsible use of alcohol and other appropriate conduct, as well as fitness to be licensed, permitted, and/or certified by state and/or local regulatory bodies.

Physical Requirements

• Able to lift and carry up to 50 pounds.
• Able to stand for extended periods of time.
• Ability to sit for extended periods of time at a desk.

Pay

$83,374.00 - $108,319.00 per year based on relevant experience. Individual offers are made dependent upon a candidate's prior experience and education level as it pertains to the role.

Benefits

• Health Care Coverage including medical, dental, vision, and prescription – eligible on date of hire for full-time employees.
• Paid Vacation & Holidays.
• 401(k) with Employer Match and Supplemental Contribution.
• Employee Wine Discounts.