Director of Direct-to-Consumer (DTC), Marketing & Sales

Hoopes Vineyard / The Coop by Hoopes – Yountville, Napa Valley

Position Overview

This is a senior, revenue-driving leadership role responsible for building, scaling, and owning all

direct-to-consumer channels across Hoopes Vineyard and The Coop by Hoopes. The Director of

DTC will lead strategy and execution across wine club acquisition and retention, tasting room

performance, in-home and online sales, partnerships, and brand-driven growth initiatives.

This is a sales-first role with full P&L responsibility, clear revenue targets, and accountability

for sustained growth. The position requires both strategic leadership and hands-on execution,

with a focus on delivering high-touch, best-in-class guest and member experiences.

Oasis by Hoopes – A Different Kind of Napa

The Oasis isn’t a conventional Napa Valley winery experience—and that’s intentional. It’s the

heart of Hoopes: a working, living property designed to challenge expectations and reimagine

what Napa can be.

Rooted in the legacy of a family-owned vineyard, Oasis brings Napa back to its agricultural

foundation while pushing it forward in a more open, creative, and inclusive way. This is not just

a place to taste wine—it’s a place to experience the full ecosystem behind it.

The Oasis is home to a produce farm, an animal rescue sanctuary, and a winery tasting

experience built from Airstreams and upcycled materials. The result is something distinctly

different: immersive, hands-on, and grounded in real life rather than polish. Guests can walk the

farm, engage with the animals, and taste wines in a setting that feels relaxed, human, and alive.

This is where agriculture meets hospitality in its most authentic form. It’s family-friendly,

approachable, and intentionally unpretentious—what we think of as accessible luxury. The

quality is there, the intention is there, but without the barriers or formality that often define Napa.

The Oasis is also about breaking glass ceilings in a region that can feel exclusive. It creates space

for a broader community—families, younger visitors, and people who want to connect with Napa

in a more meaningful way. It invites participation, not just observation.

Built with an entrepreneurial spirit, the Oasis reflects a willingness to do things differently. It’s

for people who are curious, engaged, and inspired by places that challenge the norm while

staying deeply rooted in authenticity.

Alongside Oasis, the Coop café and farmstand extends that philosophy into a more everyday

experience—connecting guests to local food, goods, and producers in a casual, community-

driven setting. Together, they offer two complementary ways to engage with Napa: one

immersive and experiential, the other accessible and part of daily life.

The Oasis is the center—the energy, the vision, the future-facing expression of Napa. Not as it’s

always been done, but as it can be

If you believe in this vision, want to break ceilings, make Napa more approachable, take

chances, and work hard, this job is for you. We are not a typical tasting room, and do not want to

be.

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Core Responsibilities

Revenue Growth & P&L Ownership

• Own and drive all DTC revenue channels: tasting rooms, wine club, online, in-home, and

off-site sales

• Develop and execute growth strategies with clear KPIs and accountability

• Manage budgets, forecasting, and margin optimization across DTC operations

• Build scalable systems to increase conversion, retention, and lifetime value

Wine Club & Customer Acquisition

• Lead wine club acquisition, retention, and member experience strategy

• Develop targeted campaigns to grow membership and engagement

• Oversee shipment planning, allocation strategy, and member communications (including

email copy)

• Implement high-touch communication strategies to deepen loyalty

Brand Development & Marketing Leadership

• Oversee brand positioning for both Hoopes Vineyard and The Co-op by Hoopes

• Plan and execute marketing campaigns, promotions, and seasonal initiatives

• Lead email marketing strategy, segmentation, and performance tracking

• Direct creation and distribution of marketing collateral

• Manage social media strategy and performance (oversight, not content creation)

Sales Channels & Experience Design

• Drive performance across:

o Tasting room (TR) saleso In-home private sales and VIP experiences

o Online/e-commerce channels

o Off-site activations and events

• Design and implement new, differentiated tasting and hospitality experiences

• Establish SOPs for day-to-day tasting room operations and service standards

Events, Hospitality & VIP Engagement

• Plan and execute events across:

o The Coop

o Oasis experiences

o Off-site and partner venues

• Lead corporate retreat planning and corporate client development

• Oversee VIP and high-touch hosting strategy

• Ensure seamless execution of elevated, revenue-generating experiences

Outreach, Partnerships & Business Development

• Build and manage strategic partnerships within Napa and beyond

• Develop relationships with local businesses, luxury hospitality groups, and corporate

clients

• Expand brand presence through collaborations, placements, and curated experiences

• Identify and execute new business opportunities that drive traffic and revenue

Team Leadership & Operations

• Oversee tasting room staffing: hiring, training, scheduling, and performance management

• Build a high-performing, sales-oriented hospitality team

• Train staff on sales techniques, brand storytelling, and customer engagement

• Create and maintain operational SOPs to ensure consistency and excellence

Customer Experience & Retention

• Own the full customer journey from first touch to long-term membership

• Elevate member experience through personalization and proactive communication

• Implement systems to track customer behavior, preferences, and engagement

• Ensure every interaction reflects a premium, relationship-driven approach

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Qualifications

• Prior experience hospitality, wine or luxury retail, or related field and interested in

breaking molds, with an entrepreneurial spirit, and innovative well beyond status quo

• Proven track record of driving revenue growth and managing a P&L

• Strong background in wine club management and acquisition strategies

• Experience in event planning, partnerships, and high-touch hospitality

• Skilled in CRM, email marketing platforms, and e-commerce systems

• Exceptional leadership, communication, and relationship-building skills

• Entrepreneurial mindset with the ability to both strategize and execute

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Key Attributes

• Sales-driven and results-oriented

• Highly organized with strong operational discipline

• Creative thinker with a deep appreciation for brand and experience

• Comfortable in a fast-moving, evolving environment

• Passionate about wine, agriculture, and community

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Success Metrics

• DTC revenue growth across all channels

• Wine club acquisition, retention, and lifetime value

• Tasting room conversion rates and average order value

• Event profitability and ROI

• Partnership-driven revenue and brand exposure

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Compensation

• Competitive base salary performance-based bonus tied to revenue and growth targets

• Benefits and wine industry perks

• Opportunity to shape and scale a dynamic, mission-driven brand