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DTC Lead

Company: Deutsch Family Wine & Spirits
Location: Stamford
Posted on: November 20, 2023

Job Description:

Job DetailsJob Location 201 TRESSER BLVD SUITE 500 - STAMFORD, CT - Description Description

CHEERS! Founded in 1981, Deutsch Family Wine & Spirits markets quality wines produced by prestigious families from major wine regions of the world. With headquarters in Stamford, CT, DFWS is the 4th largest wine company with one of the fastest-growing spirits portfolios in the U.S. With our family values and unique culture, DFWS was recognized as one of the Top Workplaces in the U.S. in 2022 and 2023.

Deutsch Family Wine & Spirits currently seeks a Direct-to-Consumer Lead - Josh Cellars, The Calling, and Force and Grace - who possesses the below skills.

Role Overview

This exciting opportunity is a new role within Deutsch Family Wine & Spirits focused on transforming our Direct To Consumer platforms for fine wine brands The Calling and Force & Grace, making them significant elements of the marketing mix and making DTC a strong revenue generating activity for the fine wine arm of the Deutsch portfolio.

This role will also be charged with continuing to build the fast-growing revenue of our DTC channel for Josh Cellars - the industry's leading premium wine brand - while also turning DTC into a recruitment and loyalty building engine for Josh Cellars that enables the company to build its capability in first party data acquisition and management across the full marketing mix, in areas such as media planning and content marketing.

Reporting into the Senior Director of Josh Cellars Trademark and Portfolio Digital, this role will require both strong luxury brand building capability as well as a strong performance marketing orientation, as the individual will be the thought leader in building elevated, personalized communications for affluent, highly wine educated individuals, as well as helping DFWS to establishing modern marketing principles in the application of data to enhance communication targeting and messaging. The role will have one direct report.


  • You will be responsible for developing and executing strategies to drive sales growth within our e-commerce and direct-to-consumer (DTC) channels for Josh Cellars, Force and Grace, The Calling and future DTC brands, with a focus on acquiring new customers and enhancing customer retention and loyalty.
  • You will play a key role in shaping the overall CRM and loyalty strategy and ensuring its alignment to company goals.
  • You will be expected to utilize a deep understanding of DTC and CRM principles to help drive holistic overall business strategies that leverage data-driven insights to optimize customer engagement initiatives and deliver exceptional customer experiences.

    Customer Lifecycle Management

    • Develop and implement comprehensive CRM and loyalty strategies and communications that grow wine club membership, drive repeat purchases, and increase customer lifetime value inclusive of activities such as offer bundles, member events, email, and direct mail communications.
    • Lead all database and tele-sales marketing initiatives, utilizing customer segmentation and personalization techniques to deliver tailored experiences and offers to different customer segments.
    • Collaborate with cross-functional teams, including Brand Marketing, Innovation, Finance, and Production, to develop unique product pipelines for DTC that drive enhanced value relative to 3-tier offerings.
    • Develop best-in-class materials and campaigns with a high attention to detail and leverage brand marketing and e-commerce retail moments/occasions via the DTC calendar.
    • Define an annual calendar of member and non-member events designed to attract new and retain existing wine club members in priority geographies. Define events and prepare forecasts/budgets prior to each fiscal year for alignment with marketing and finance teams.
    • Act as a brand ambassador for the fine wine brands, developing new sales opportunities and providing consumers with best-in-class wine education and engagement in a manner that demonstrates creativity.
    • Ensure members receive excellent customer service across their club membership and purchase cycle.

      Analytics, Reporting, Test & Learn

      • Track purchase trends by member, allocation, and e-commerce sales to create further selling and re-marketing opportunities.
      • Monitor and evaluate KPIs related to customer retention, loyalty, and sales, and provide regular reports and insights to senior management.
      • Conduct A/B testing and analyze results to optimize CRM and loyalty programs and campaigns.
      • Stay informed about industry trends and best practices in CRM, loyalty, and e-commerce, and proactively identify innovative tech stacks and approaches that enhance customer experiences and drive business results.
      • Analyze customer data to identify insights, trends, and opportunities for improving customer retention and loyalty.

        Vendor Management and Development

        • Manage external partner and vendor relationships focusing on building strong partnerships, JBPs and learning agendas, and ensuring delivery and support in alignment with SLAs.
        • Define and manage budgets for external partners and internal support.
        • Collaborate with the IT team to develop business casing for new MarTech tools and investments.

          Qualifications Qualifications

          • Proven experience (7+ years) in CRM and loyalty management, e-commerce or DTC, with a strong preference for doing so in the wine category.
          • Must have deep experience in crafting wine and/or luxury marketing/communications with an acute attention to detail.
          • Must have a strong knowledge of wine at a rich enough level to be credible in crafting content for wine engaged audiences, as well as face-to-face education.
          • Must have a demonstrated ability to find, acquire and engage new wine consumers, both high involvement/affluent and everyday wine consumers, efficiently and cost-effectively.
          • Demonstrated success in developing and implementing CRM and loyalty strategies that drove customer retention, loyalty, and sales growth, specifically with membership/club programs. Must have a considered POV on how to provide improved club member value.
          • Advanced writing and communication skills with excellent interpersonal skills and a polished, professional presentation style.
          • Proficiency with CRM platforms, data analysis tools, and marketing automation software.
          • Strong understanding of customer segmentation, personalization, and lifecycle marketing strategies.
          • Must be able to form hypothesis and uncover insights based on data, A/B testing, and leveraging past learnings.
          • Strong analytical skills with the ability to interpret data, generate insights, and make data-driven decisions.
          • Exceptional project management and organizational skills, with the ability to manage multiple initiatives simultaneously and meet deadlines.
          • Intermediate level experience with Google Analytics.

            We Value Diversity

            DFWS is committed to inclusion and diversity. We cultivate a work environment that celebrates diversity because differences continue to make the company culture stronger, enhance our connection with the communities we serve and strengthen our competitive advantage. Building an inclusive culture continues to be at the core of all we do.

            About Deutsch Family Wine & Spirits

            Initially called W.J. Deutsch & Sons Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a Spirits Portfolio. Today the company is renowned for its brand-building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirits industry.

            The portfolio includes award-winning wines from Australia: [ yellow tail ], [ yellow tail ] Pure Bright; California: Bellacosa, Girard Winery, Joseph Carr, Josh Cellars, Josh Cellars Reserve, Layer Cake, The Calling; France: Andre Lurton, Cave de Lugny, Fleurs de Prairie, Hob Nob Vineyards, Sauvion et Fils; Italy: Barone Fini, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Argentina: Clos de los Siete; and award-winning spirits: Redemption Whiskey, Bib & Tucker Bourbon, Masterson's Rye, Gray Whale Gin, Luksusowa Vodka and Cantera Negra Tequila.

            Learn more about Deutsch Family Wine & Spirits at

            Deutsch Family Wine and Spirits is an Equal Opportunity Employer

Keywords: Deutsch Family Wine & Spirits, Stamford , DTC Lead, Other , Stamford, Connecticut

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