We are seeking a dynamic, results-oriented General Manager to lead the day-to-day operations of a portfolio of four winery brands totaling 16,000 cases annually. This individual will act as the primary leader of winery operations, responsible for setting and executing sales and marketing strategy, driving financial performance, and ensuring operational excellence.

The General Manager is expected to lead a team of 4–5 direct reports and take full ownership of day-to-day decision-making. This role requires a hands-on leader with a bias for action and a clear focus on revenue growth, cost efficiency, and brand stewardship. Collaboration with the Brand Ambassador and ownership will be strategic and high-level, not directive in nature.

Collaboration with the Brand Ambassador and Senior-Leadership will be strategic and high-level, not directive in nature.

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Sales & Marketing

Act as the chief architect and executor of all revenue-generating strategies across DTC, club, wholesale, and distribution.
Drive DTC, club, wholesale, and distribution sales across all brands, in collaboration with the national sales manager and brand managers.
Develop and execute independent sales and marketing plans to achieve revenue goals and drive sustainable growth for each brand.
Analyze sales data to inform channel strategy, promotions, and pricing decisions.
Lead wine club growth, customer lifecycle strategy, and digital marketing initiatives to increase conversion, retention, and lifetime value.
Own and optimize the tasting room sales strategy, staffing, and promotions to ensure a high-converting, brand-aligned guest experience.

Inventory & Production Planning

Oversee inventory management across all SKUs, ensuring accurate tracking of inventory levels, vintage transitions, and depletion pacing.
Independently align sales strategy with inventory realities and vintage planning, minimizing reliance on executive input.
Analyze sell-through rates and adjust allocations to optimize inventory turns and reduce overstock risk.
Maintain a rolling inventory outlook to proactively identify potential shortfalls or surpluses and initiate appropriate sales or production actions.

Financial Management

Own the financial performance of all winery operations, with a strong focus on expense management, cash flow, and profitability.
Lead the annual budgeting process and take full responsibility for forecasting, P&L performance, and financial discipline.
Monitor cash flow, manage cost controls, and work closely with accounting on coding and financial reporting.
Approve and oversee payroll/timecards and general administrative functions.
Contribute to annual business plans, SWOT analyses, brand development goals, or multi-year growth strategies.
Partner with executive leadership on long-term vision.
Drive staffing efficiency and optimize labor cost ratios across all departments.
Identify and implement expense reduction strategies while preserving brand integrity and customer experience.

General Oversight

Serve as the ultimate decision-maker for operational tools, systems, and vendor relationships across winery brands.
Ensure operational efficiency through proactive system management and continuous process improvement.
Own compliance and regulatory requirements, ensuring all licensing, reporting, and operational standards are met without oversight.
Overseeing safety procedures (OSHA), employee training, and environmental sustainability efforts (e.g., water use, packaging choices).

Team Leadership

Lead, develop, and hold accountable a high-performing team, with direct oversight of 4–5 department heads across brands.
Lead recruitment, hiring, onboarding, and performance evaluations for winery team members.
Create and enforce clear KPIs, role expectations, and performance standards for all team members.
Foster a positive, accountable, and results-driven culture across all winery brands and teams.
Promote a culture of accountability, agility, and results, ensuring team alignment with overall business objectives.

Qualifications

7+ years of winery management or wine business leadership experience.
Strong background in sales strategy, team leadership, and P&L ownership.
Familiarity with DTC, wholesale distribution, digital marketing, and hospitality operations.
Proven ability to independently manage business operations with full P&L and sales accountability.
Demonstrated ability to develop and implement strategic growth plans across multiple revenue channels with minimal oversight.
Excellent communication, organizational, and analytical skills.
Bachelor's degree in Business, Marketing, or related field; MBA or wine certifications a plus.

Compensation & Benefits

Competitive salary based on experience
Performance-based annual bonus
Health, dental, and vision insurance
Paid time off and paid holidays
Wine allocation and discounts

We are an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.

Job Type: Full-time

Pay: $105,000.00 - $130,000.00 per year

Benefits:

401(k)
401(k) matching
Dental insurance
Employee discount
Health insurance
Paid time off
Vision insurance

Shift:

Day shift

Work Location: In person

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General Manager - Winery Operations & Sales