Benefits:- Health insurance
- Paid time off
- 401(k) matching
- Competitive salary
- Dental insurance
- Employee discounts
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.
What you'll do: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
What we're looking for• 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