DTC Business Development Manager

John Anthony Wine & Spirits is a high-growth, privately owned company headquartered in downtown Napa, CA. The portfolio also includes JaM Cellars, John Anthony Vineyards, Serial Wines, Weather Wines, and a growing presence in sake and spirits. Built on four core pillars - authenticity, craftsmanship, “Great Flavor First,” and innovation - John Anthony continues to expand into key growth sectors while anticipating where consumers are headed next.

We are seeking a DTC Business & Hospitality Development Manager responsible for driving revenue growth, visitation, and elevated guest experiences across all direct-to-consumer channels. This role blends strategic business development, event management, and tasting room operational oversight to maximize performance and brand impact.

As a key ambassador of the winery, this individual cultivates high-value referral partnerships, develops corporate and private event programs, leads in-home and in-market activations, and oversees tasting room operations to ensure exceptional hospitality standards.

This is a revenue-driving leadership role focused on qualified traffic generation, luxury guest experience, operational excellence, and measurable DTC growth.

DTC Business Development & Revenue Growth

• Drive qualified visitation and revenue to the tasting rooms and private experiences.

• Develop and execute strategies to increase DTC sales, wine club acquisition, and corporate gifting.

• Identify and cultivate new business opportunities including:

o Corporate groups

o Concierge and hotel partnerships

o Destination management companies (DMCs)

o Luxury transportation providers

o Private client advisors and wealth managers

• Create and manage a structured referral program with tracking and ROI measurement.

• Conduct sales presentations via phone, email, and in-person meetings.

• Generate and qualify leads through outreach and relationship-building initiatives.

• Achieve defined annual visitation and revenue targets.

Event Strategy & Management

Oversee and grow all winery-hosted and off-site event initiatives:

• Lead planning and execution of:

o Winery-hosted private events

o Corporate experiences

o Allocation events

o Wine club events

o In-home tastings

o In-market activations

• Develop scalable event packages aligned with brand positioning and profitability targets.

• Manage event budgets, forecasting, and revenue goals.

• Ensure seamless cross-departmental communication (sales, marketing, production, culinary).

• Oversee post-event data capture, follow-up strategy, and sales conversion tracking.

• Represent the winery at key off-site events and community engagements.

Corporate, Gifting & Virtual Experience Programs

• Develop and grow corporate gifting initiatives.

• Manage virtual tasting and hybrid experience programs where applicable.

• Build relationships with corporate decision-makers to expand repeat business.

• Collaborate with marketing to develop compelling sales materials and outreach campaigns.

• Track program profitability and optimize performance.

Tasting Room Collaboration & Performance Support

• Work closely with tasting room leadership to support revenue growth, elevate hospitality programming, and optimize guest engagement.

• Monitor key hospitality performance metrics and provide insights to improve outcome.

• Partner with the tasting room team to develop and implement new guest experiences and programming that enhance brand storytelling and drive incremental revenue.

• Assist in the execution of special experiences, VIP visits, and referral partner bookings.

• Share market insights and guest feedback to inform programming and hospitality innovation.

• Support the rollout and promotion of new experiences, packages, and seasonal offerings.

What we’re looking for

• 5 years of experience in DTC sales, hospitality management, or business development.

• Proven success in driving revenue and growing qualified visitation.

• Experience planning and executing events (corporate, private, or winery-hosted).

• Strong leadership and team development skills.

• Excellent written and verbal communication skills.

• Proficiency in CRM systems and Microsoft Office.

• Ability to work evenings, weekends, and winery events as required.

• Ability to lift up to 30 lbs and stand for extended periods.

Preferred

• Experience in luxury wine or hospitality environment.

• Corporate sales or high-net-worth client management experience.

• Wine education (WSET, CMS, or equivalent).

• Budget management and P&L accountability experience.

Location & Travel

• Full-time, onsite in Napa, CA. our in-person environment enables faster decision-making, stronger, cross-functional alignment, and a culture built on collaboration. 

• Up to 20% travel to support in market member and partner events

• Corporate sales or high-net-worth client management experience.

Compensation

The expected starting base salary range for this role is $80,000–$120,000 annually, depending on experience and qualifications. This position includes a commission-driven compensation structure, with on-target earnings (OTE) approximately 25% above base, based on achieving performance goals. The exact commission structure will be finalized at the time of hire. This role is also eligible for additional bonus opportunities and a comprehensive benefits package.