Sr. Manager, DTC Loyalty and Ecommerce
Women of the Vine & Spirits, Woodinville, WA, United States
Sr. Manager, DTC Loyalty and Ecommerce – Woodinville, WA
The Sr. Manager, DTC Loyalty and Ecommerce position at Chateau Ste. Michelle is a strategic, results‑driven leader responsible for overseeing all wine club operations and directing the winery's direct‑to‑consumer (DTC) e‑commerce strategy. This role drives revenue growth through wine club acquisition, retention, and engagement initiatives while elevating both onsite and digital consumer experiences. The manager leads the full cycle of the wine club program, including membership growth, reducing attrition, loyalty programming, campaign execution, fulfillment coordination, and cross‑functional collaboration.
In addition, the role oversees the winery’s e‑commerce channel, guiding digital strategy to grow mailing lists, improve conversion rates, average order value, and overall consumer base and channel. The role partners closely with Retail Operations, DTC Operations, and the Events and Marketing teams to ensure a seamless omni‑channel experience.
This is a full‑time position that may require workdays on weekends and evenings for onsite events, pick‑up parties, concerts, and support of the onsite club team. It is primarily onsite, with one remote workday per week.
Responsibilities
Develop and execute strategic business plans to increase profits in the club and e‑commerce channels.
Increase overall direct‑to‑consumer base across all channels.
Increase wine club membership across all Ste. Michelle brands.
Develop and execute an innovative strategy of forward thinking for wine club membership to appeal to all consumers.
Plan and execute club‑specific marketing plans for private client sales, as well as e‑commerce.
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 e‑commerce strategy to grow digital revenue, increase conversion rates, and improve average order value.
Lead email and digital marketing initiatives focused on list growth, customer acquisition, re‑engagement and revenue generation.
Partner with Marketing to align on digital campaigns with tasting‑room promotions.
Assist in the planning and coordination of club events.
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.
Position Requirements
Must be at least 21 years of age with high school diploma or equivalent.
MAST 12 Class Permit and Food Handler's Permit required.
Bachelor's degree required.
Master's degree preferred.
Valid Driver's License required.
Five (5) or more years of progressive experience in direct‑to‑consumer, wine club, e‑commerce and digital marketing.
Proven track record of driving measurable revenue growth in a subscription‑based or membership‑driven model.
Experience in leading e‑commerce platforms, CRM systems, and marketing automation tools.
Strong understanding of omni‑channel retail strategy and integration of the onsite hospitality.
Strong organizational skills, including exceptional attention to detail and an aptitude for analytical thinking.
Computer literate with extensive experience with Microsoft Office Suite (Word, Excel, PowerPoint, etc.) required.
Experience in forecasting and managing P&L statements.
Must be able to work in a fast‑paced environment where last‑minute changes are critical to the program's 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 understanding of DTC compliance and regulations strongly preferred.
Must be hands‑on and have the ability 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.
Compensation
$83,374.00 – $108,319.00 per year based upon relevant experience.
Benefits
Health Care Coverage including medical, dental, vision & prescription – eligible on date of hire for full‑time employees.
Paid Vacation & Holidays.
401(k) with Employer Match and Supplemental Contribution.
Employee Wine Discounts.
Ste. Michelle Wine Estates is an equal‑opportunity employer. We consider qualified applicants without regard to race, color, religion, sex, national origin, sexual orientation, disability, gender identity, protected veteran status, or other protected class.
#J-18808-Ljbffr
The Sr. Manager, DTC Loyalty and Ecommerce position at Chateau Ste. Michelle is a strategic, results‑driven leader responsible for overseeing all wine club operations and directing the winery's direct‑to‑consumer (DTC) e‑commerce strategy. This role drives revenue growth through wine club acquisition, retention, and engagement initiatives while elevating both onsite and digital consumer experiences. The manager leads the full cycle of the wine club program, including membership growth, reducing attrition, loyalty programming, campaign execution, fulfillment coordination, and cross‑functional collaboration.
In addition, the role oversees the winery’s e‑commerce channel, guiding digital strategy to grow mailing lists, improve conversion rates, average order value, and overall consumer base and channel. The role partners closely with Retail Operations, DTC Operations, and the Events and Marketing teams to ensure a seamless omni‑channel experience.
This is a full‑time position that may require workdays on weekends and evenings for onsite events, pick‑up parties, concerts, and support of the onsite club team. It is primarily onsite, with one remote workday per week.
Responsibilities
Develop and execute strategic business plans to increase profits in the club and e‑commerce channels.
Increase overall direct‑to‑consumer base across all channels.
Increase wine club membership across all Ste. Michelle brands.
Develop and execute an innovative strategy of forward thinking for wine club membership to appeal to all consumers.
Plan and execute club‑specific marketing plans for private client sales, as well as e‑commerce.
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 e‑commerce strategy to grow digital revenue, increase conversion rates, and improve average order value.
Lead email and digital marketing initiatives focused on list growth, customer acquisition, re‑engagement and revenue generation.
Partner with Marketing to align on digital campaigns with tasting‑room promotions.
Assist in the planning and coordination of club events.
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.
Position Requirements
Must be at least 21 years of age with high school diploma or equivalent.
MAST 12 Class Permit and Food Handler's Permit required.
Bachelor's degree required.
Master's degree preferred.
Valid Driver's License required.
Five (5) or more years of progressive experience in direct‑to‑consumer, wine club, e‑commerce and digital marketing.
Proven track record of driving measurable revenue growth in a subscription‑based or membership‑driven model.
Experience in leading e‑commerce platforms, CRM systems, and marketing automation tools.
Strong understanding of omni‑channel retail strategy and integration of the onsite hospitality.
Strong organizational skills, including exceptional attention to detail and an aptitude for analytical thinking.
Computer literate with extensive experience with Microsoft Office Suite (Word, Excel, PowerPoint, etc.) required.
Experience in forecasting and managing P&L statements.
Must be able to work in a fast‑paced environment where last‑minute changes are critical to the program's 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 understanding of DTC compliance and regulations strongly preferred.
Must be hands‑on and have the ability 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.
Compensation
$83,374.00 – $108,319.00 per year based upon relevant experience.
Benefits
Health Care Coverage including medical, dental, vision & prescription – eligible on date of hire for full‑time employees.
Paid Vacation & Holidays.
401(k) with Employer Match and Supplemental Contribution.
Employee Wine Discounts.
Ste. Michelle Wine Estates is an equal‑opportunity employer. We consider qualified applicants without regard to race, color, religion, sex, national origin, sexual orientation, disability, gender identity, protected veteran status, or other protected class.
#J-18808-Ljbffr