Freixenet USA

Director of Hospitality

Job Locations US-CA-Sonoma
Req No.
Hospitality / Direct To Consumer
Regular Full-Time


The Director of Hospitality is responsible for the innovative, safe and profitable operation of the Visitor Center including hospitality experiences, retail operations, and events. Provides input on strategic vision for sales generation and achieving goals by providing leadership to the staff; monitors cash flow, inventory, expenditures and revenues through budget preparation and monitoring; responsible for hospitality inventory and non-wine items. Implements strategic vision through education, culture and sales products and services. Director of Hospitality must be a team player and ability to think with a safety, sustainability and quality mind-set.



  • Leads and directs the activities of the Hospitality team and assists with managing the special events team to achieve business priorities: consumer acquisition, club memberships, profit generation and brand promotion.
  • Responsible for staff hiring, orientation, training, development, supervision and performance evaluation.
  • Establishes an atmosphere of innovative, engaged teamwork, continual education and warm positive employee relations and a customer service orientated team. Actively works to promote and recognize performance.
  • Establishes monthly staff schedules to ensure compliance with Wage & Hour laws and to stay within budget.
  • Schedule’s routine staff meetings to communicate company news, sales/service goals status, safety training and invite team ideas.
  • Provides day-to-day guidance to ensure that the team operates according to approachable luxury standards for elevated customer service and that the company policies and procedures are understood and lived by all team members.
  • Proactively identifies behavior or performance problems and addresses to take immediate correction action.
  • Oversees the management of daily, weekly, and monthly incentives for the team.



  • Carries out Profit & Loss (P&L) responsibilities; participates in sales and income goals generation. Implements and evaluates visitor center sales performance to goals, including tracking and analysis of variance and projecting forecasts. 
  • Collaborates with the full Gloria Ferrer team to generate creative ideas to promote sales, membership enrollments and brand loyalty.
  • Manages hospitality inventory and onsite wine club pickup. Performs monthly inventory reconciliation of physical stock. Manages daily inventory/audit of retail stock (food & wine) and gift merchandise.  Conducts daily counts of inventory at opening and closing and re-orders wine weekly as needed. 
  • Works with DTC team to develop and implement special events and promotions. Monitors and communicates calendar of company events and special meetings.                                                                                                  
  • Maintains current with all vintage releases. Communicates changes to hospitality team and ensures hospitality menus are updated.  Creates training and education for team on new releases.
  • General upkeep of the hospitality facility. Ensures that the level of hospitality and associated facilities is pristine. This includes visitor center/retail area, entrance/front walk, terrace, tour route and all areas part of the hospitality center. Contracts and monitors janitorial, building maintenance and ground keeping services, fresh plants and flowers.
  • Oversees safety program for Hospitality in conjunction with Asst. Hospitality Mgr. and HR
  • Responsible for the security to the winery property, the product and the facility. Collaborates with HR and production team to establish programs, procedures and enforcement. 
  • Approaches all operations with sustainability in mind, including social, environmental and financial.



  • Defines, researches and implements best practices for successful visitor experiences, visitor center operations and employee performance. Continually ensures that the GF exceptional service standards are improved.
  • Performs standard hospitality team duties including greeting customers, conducting tours periodically, providing wine education and operation of cash register and credit card machine. Provides table service of wines to our visitors as needed.
  • Establishes and carries out duties associated with the “opening” and “closing” of hospitality transactions, including accounting for daily sales and bank deposits.
  • Establishes daily & periodic inspections of the cleanliness and safety of the visitor center, terrace and tour route for visitors. Performs spot checks.
  • Ensures all donations and samples pick-up documentation is properly signed and delivered to distribution department.




  • Regularly meet with the VP of DTC & Marketing to discuss business progress and strategies.
  • Represents the winery in local community and public relations efforts. Coordinates activities with Visitor’s Bureau, Chamber of Commerce and other winery associations.
  • Continual development of the hospitality team to focus on fostering a culture of innovation, individual responsibility, superior customer service to retain and grow the team in their current positions. Develop the team to be able to transfer to other functions or be promoted within the organization.
  • Ensure that the Gloria Ferrer Culture is consistently supported in all business and employee interactions. Including, ethical and legal aspects, compliant with state and federal law and GF policies and procedures.
  • Continuously creating new ways to improve job performance
  • Other duties as assigned.


To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Employee must be a team player and ability to think with a safety, sustainability and quality mind-set.  



  • Bachelor’s degree in Business or equivalent or 5 to 7 years related experience and/or training; or equivalent combination of education and experience.
  • Consumer-centric strategist with success in exceeding revenue goals, controlling expenditures, budget adherence and conducting business analytics.
  • Luxury retail/hospitality and loyalty marketing experience a must. Wine enthusiast a plus.
  • Hands-on results driven leader promoting excellence for team, individual and brand/company growth.
  • Excellent interpersonal, written and presentation communication skills.
  • Scheduling flexibility to work weekends and ensure business staffing needs.
  • High level attention to detail, ability to anticipate customer needs and respond appropriately.
  • Proactive communications skills.
  • Software proficiency: MS Office Suite, Outlook, AMS, Vin65 or other CRM
  • Must have a valid driver’s license or be able to travel in a timely manner.



The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.


While performing the duties of this job, the employee is regularly required to sit, talk and hear.  The employee frequently is required to use hands to finger, handle, or feel and reach with hands and arms. 


  • Must be able to lift up to 50 pounds.
  • Must be able to see clearly enough to a) drive safely b) recognize employees c) work on computers for long periods of time.
  • Must be able to work long hours when required.
  • Must be able to sustain the repeated use of hands as well as long periods of standing, sitting, walking and bending
  • Must be able to taste and smell wine and winery products



Equal Employment Opportunity Employer


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