Brown-Forman Sonoma-Cutrer Direct to Consumer Manager in Windsor, California

Job Description:

Scope/Core Functions:

Reporting to the Sonoma-Cutrer Brand Manager and Homeplace Manager, this position is responsible for the overall management and success of major channels of Direct-To-Consumer wine sales; wine club, online, on-site third party partners (licensing) and third party sellers (online wine sellers).

Annually set the sales and marketing plans for each respective DTC area in collaboration with all brand and homeplace partners to ensure the plans are inline with brand strategy and meet targeted goals to achieve rapid growth in this important channel.

Establishes and manages fiscal operating budget, sets performance metrics, manages execution and reports on results versus goals.

Acts as an extension of the brand team, to develop a calendar of wine club activities that align with strategy and are implemented across all functions; promotion, PR, digital, homeplace activation, advertising, etc.

Responsible for overall management and success of Wine Club sales, inventory and availability, and assists in program development and partnerships to support the wine club strategy.

Accountable for wine club recruitment, retention and reactivation goals along with developing promotional materials, shipment schedules, monthly promotions and member events/services to support those goals.

Manages and tracks the transfers of wines to ensure inventories for club shipments and general inventory alignment as it relates to the respective DTC channels.

Builds collaborative relationships with production, extended homeplace team, marketing, public relations and digital to optimize existing wine club programs including special events and wine education programs.

Works across all functions to identify and determine viability of new wine club programming, wine club communications, promotions and advertising.

Responsibilities: Strategy and Marketing (15%) -

  • Responsible for the annual marketing and sales strategy for the wine club, online store, onsite and third party partners.

  • Develops calendar of events and activities in all outlined DTC channels on an ongoing basis.

  • Recommends marketing activities that support programs and wine club recruitment.

  • Collaborates with key stakeholders on the brand and homeplace teams, to ensure full integration of plans through the marketing mix.

  • In conjunction with the Brand Manager sets pricing, product assortment, special offers and third-party programs (i.e. licensing, Blue Apron, Amazon, WTSO, etc.).

  • Establishes and manages Standard Operating Procedures (SOP’s) for all DTC-related tasks and duties.

  • Assists Digital/eCommerce Manager in establishing goals and developing programs as they relate to online sales and communications.

Wine Club Management (65%)

  • Sets long- and short-term plan for wine club recruitment, retention and reactivation.

  • Responsible for execution of wine club events and activities, at the winery or offsite, on an ongoing basis.

  • Responsible for the planning and execution of all wine club related shipments. Conducts wine club tours and tastings as needed.

  • Oversees direct communication to wine club members.

  • Manages guest requests, feedback and complaints.

  • Communicates and trains hospitality staff on wine club processes when needed.

  • Manages inventory, in multiple locations, for all DTC sales channels.

  • Responsible for accurately maintaining all sales and customer data including order detail includes updating of payment and shipment information.

Management and Budget Oversight (10%)

  • Creates and updates annual and monthly wine club reports as directed. Establishes and monitors the budget for each channel.

  • Manages the DTC Specialist assisting with work tasks as needed.

  • Consciously create a workplace culture at that is consistent with the overall organization's and that emphasizes Brown-Forman's mission, vision at , b at ehaviors, and values at .

  • Lead direct report using a performance management at and development process that provides an overall context and framework to encourage employee contribution and includes goal setting, feedback, and performance development planning

Other Duties (10%)

  • Supports and serves as backup for the Tasting Room Manager to cover vacation days and days off, or when needed to assure appropriate tasting room coverage.

  • Maintains a set calendar of when his/her presence is required in the tasting room including weekends and holidays.

  • Represents Sonoma-Cutrer at off-site industry and consumer events on occasion. Performs other duties as assigned.


  • Bachelor's degree with 3+ years of wine club and/or wine tasting room management experience OR 7+ years applicable wine club, tasting room management and direct to consumer experience.

  • Equivalent education and experience combinations will be considered.

  • Must be at least 21 years old and have a valid CA driver’s license.

  • Must have manual dexterity and be able to lift 40 pounds, climb stairs/ladders as needed and work on feet for long periods of time.

  • Will require work in an office environment, specialty retail space, tasting room and outdoors for various events. Offsite venues will include various settings – retail spaces, event/pouring stations, booths, etc. – often requiring working and standing on concrete floors.

  • This is an EXEMPT position in a 7-day per week retail/hospitality environment. Will require some weekends, evenings and holiday work. After normal business hours may be required as needed.

  • Personal Protective Equipment (PPE) – Must wear all PPE when required and must follow all safety standards and procedures.

Skills and Competencies:

  • Knowledge and understanding of food and wine, inter-workings of wineries and knowledge of general wine principals.

  • Demonstrated exceptional customer service skills.

  • Ability to collaborate across multiple teams within the organization and participate/lead high functioning teams as directed.

  • Experience managing one or more direct reports that includes setting goals, providing feedback/performance reviews and career development.

  • High comfort level with business tracking, email and online systems.

  • Strong organizational skills with ability to aggregate DTC reports and extract quantitative facts that can be applied to improve the business model.

  • Genuine passion for embodying the brand’s positioning and strategy with the ability to implement brand plan tactics as it relates to the DTC scope.

  • Exceptional internal and external communication skills, both verbal and written, with consumers, trade guests, employees, management, vendors and team members.

  • Ability to effectively lead tastings and tours as well as speak to groups of consumers and trade, answer questions and respond in a professional and positive manner.

  • Experience with communication tools including websites, digital media and collateral material. Advanced computer skills; Microsoft Office Word/Excel/Powerpoint, Google POS systems, wine sales databases, and systems such as Vinsuite, eWinery, Wine Direct and Ship Compliant. Wine growing and winemaking knowledge preferred. #SM 1 #SonomaCutrerPicnic

About Brown-Forman:


Brown-Forman, founded in 1870, is a diversified producer and marketer of fine quality beverage alcohol brands. Headquartered in Louisville, KY, Brown-Forman currently employs about 4,000 people and has offices or facilities in 30 cities across the globe. Starting in the mid-1950s, the company began a series of acquisitions that would place it among the top 10 largest spirits companies in the world, selling its brands in more than 135 countries across the globe. These include many of the most well-known and best-loved wines and spirits brands, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Old Forester, Woodford Reserve, Herradura and el Jimador Tequilas, and Korbel champagnes. For more information about the company, please visit

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Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.

Business Area: Global Marketing

City: Windsor

State: CA

Country: United States

Req Type: Exempt

AutoReqId: 3615BR