DTC Channel Leader

Williams Selyem - DTC Channel Leader

The DTC Manager/Director will lead Williams Selyem’s direct-to-consumer business, with responsibility for channel strategy, allocation releases, customer engagement, shipping and logistics, inventory management, and team leadership. This position will own the complete DTC customer journey, from joining the Williams Selyem List through allocation, purchase, fulfillment, and long-term retention. The successful candidate will combine strategic leadership with operational discipline, ensuring that revenue goals are supported by thoughtful customer engagement, accurate execution, and responsible stewardship of the winery’s inventory.

The ideal candidate will be a passionate advocate for the customer, a disciplined operator, and an effective team leader who uses data, systems, and personal engagement to strengthen the Williams Selyem community and deepen long-term customer relationships.

• Own the performance of the DTC channel.
• Develop the annual DTC strategy and allocation calendar.
• Lead all allocation releases.
• Provide senior leadership with clear reporting on DTC performance, customer trends, operational risks, and recommended actions.

• Build a customer-first service culture centered on personalized, and proactive engagement across every customer touchpoint.
• Develop strategies to improve retention and re-engage lapsed members.
• Continually improve the new-member journey.
• Partner with Marketing and Hospitality to convert qualified prospects, winery visitors, referrals, and event attendees into active List members and long-term customers.

• Serve as the business owner for Commerce7 and related DTC systems.
• Maintain the integrity of customer data, including segmentation, preferences, purchase history, CRM notes, communication status, and List hygiene.
• Partner with Marketing to develop personalized communications, triggered campaigns, customer journeys, and sales opportunities.
• Establish clear service standards for response times, order accuracy, follow-up, issue resolution, and CRM documentation.
• Ensure customer questions and escalations are handled promptly, accurately, and with the warmth and professionalism expected of Williams Selyem.

• Oversee winery shipping, logistics, and fulfillment. Serve as the primary operational liaison with fulfillment centers, carriers, compliance providers, and other logistics partners.
• Manage shipping calendars, order batching with warehouse partners and winery ERP, warehouse releases, weather holds, delivery exceptions, returns, damages, reships, and customer communication.
• Monitor fulfillment performance, delivery success, shipping costs, service issues, and partner accountability, recommending improvements when needed.
• Maintain documented procedures, service standards, escalation protocols, and contingency plans.

• Maintain oversight of finished-goods inventory across DTC, Hospitality, Wholesale, library, strategic reserve, and other designated inventory categories.
• Monitor inventory levels, depletion rates, aging, sell-through, channel allocation, and projected demand, identifying areas of risk and opportunity.
• Lead the evaluation of SKU balance and efficacy.

• Lead, coach, and develop the DTC team, establishing clear expectations, responsibilities, service standards, and accountability.
• Build team capabilities in customer engagement, wine knowledge, sales, Commerce7, CRM use, data analysis, shipping, and release execution.
• Develop clear procedures and cross-training that support accuracy, consistency,…