Director of Sales Operations

The Director of Sales Operations will play a pivotal role in supporting SFE leadership, ownership, finance, accounting and the sales team in ensuring data integrity and accuracy in reporting across the company. This role will work closely with the General Manager and ownership to manage regular reporting, customer details, order accuracy, and continuously improve management of each to ensure that leadership has the latest key details and most up to date information entered within our system for short-term evaluation and long-term success. This is a high-impact, entrepreneurial role with long-term growth potential.
Responsibilities and Duties
Operational Leadership & Strategy:
Serve as a strategic partner to leadership, contributing operational insight to sales performance and data accuracy
Anticipate operational needs tied to releases, allocations, market activity and client engagement
Collaborate on strategic sales planning and contribute to long-term brand development
Oversee CRM, eCellar, POS, SharePoint, CMS, and related sales-support systems
Ensure data integrity and alignment across wholesale, DTC, allocation, and private client channels
Maintain accurate inventory, library, allocation, and warehouse workflows
Own order processing, shipping, and compliance operations
Maintain tracking for our referral network; track and report activities
Reporting, Data & Insights:
Work closely with SGH finance team and SFE sales team to establish and maintain weekly and monthly reporting dashboards aligned to KPIs, including tracking for wholesale, DTC, tasting salon and allocation-based sales
Analyze historical performance and trends to support forecasting and strategic decisions
Audit CRM entries related to upcoming events and closed sales to enrich collector profiles with detailed customer data for future optimization
Process Development & Documentation:
Audit existing SOPs and informal workflows; document and formalize processes
Implement process improvements that increase efficiency and clarity.
Manage bottling process/component purchases:
Work closely with bottling consultant to manage component purchases (glass, corks, wax, labels). Ensure all contractors/bottlers are aligned on required dates/deadlines
Work on-site during bottling process to ensure quality and coordination
Coordinate with consultant/winemaker on projected volumes and input accurate inventory into system
Required Education and Experience
Bachelor’s degree in Business or related field
Focus on details and self-driven data
Exceptional written and verbal communication skills
Strategic thinker with strong problem-solving and analytical skills
Entrepreneurial mindset with disciplined execution
Positive, collaborative, and adaptable attitude
Preferred Education and Experience
Proficiency with CRM, POS, and CMS systems; eCellar experience preferred, but not required
Passion for wine and deep interest in the wine industry
KPIs
DTC Sales by Channel and by Rep, including:
Events
Outbound
Tasting Salon
Allocation Release
Inbound
Tasting Fees
Wholesale Sales by State and by Rep
Active Customers / Founders Circle Members
Average DTC Order Value
Event Performance / Upcoming Events
Tasting Performance / Upcoming Events
Performance and Upcoming Market Work Trips/Events
In-Office
10%
OTHER DUTIES
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the team member for this job. Duties, responsibilities and activities may change at any time with or without notice.

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