Direct Sales Manager

Cullen Wines is a family owned certified biodynamic, organic and carbon neutral producer of world-class premium wines based in the Wilyabrup area of the Margaret River wine region of Western Australia. Our bio-dynamic wine room offers unique, inspiring and educational tasting experiences and access to some of the best in region back vintage wines. Enjoy a sumptuous lunch with paired wines in our award winning restaurant. 

We are currently seeking a passionate professional to drive strong sales performance and growth across all Direct Sales market channels whilst ensuring customer engagement, satisfaction and conversion. 

 KEY FUNCTION

This position requires a strategic thinker, who can drive change, develop strategies and tactics to engage new and existing direct customers and identify the future CRM system platform, resources and processes required to support and implement the DTC strategy.

Utilizing information technology and analytical expertise to develop and maintain the Cullen Wines web presence, this position creates targeted and effective communications, driving both brand awareness, brand storytelling, engagement and sales, while increasing the lifetime value of Cullen wines direct customers.

Collaborating with the Bio-Dynamic Wine Room, marketing and Direct Sales staff, the position ensures DTC strategies are achieved and sales budgets and targets are met. 

An experienced direct marketer, this position respects the branding of Cullen Wines, i.e. Certified biodynamic, carbon neutral, family owned, the Wilyabrup region, and demonstrates a willingness to be committed and learn the wonderful sustainable culture created over many years at Cullen Wines.

A passionate wine enthusiast, connected in the wine industry, innovative in the development of promotional offers and can represent Cullen in market as required. 

MAIN DUTIES and RESPONSIBILITIES

Develop and implement a DTC strategy for the business

Review the existing ‘family & friends’ database , data and processes to determine the most appropriate wine club offer for the business

Scope and implement a new Direct Sales CRM system and other integrated applications

Develop the internal program of Outbound Telemarketing to drive sales and customer engagement and support

Ensure optimization of the Cullen brand website, with a focus on ongoing improvements to better meet audience needs and drive engagement and sales

Implement strategies to improve traffic and engagement across customer facing digital platforms including SEM, SEO and digital advertising

Continually implement strategies to drive to conversion to our Database and Wine Club via our website and cellar door with a focus on customer service and retention

Analyse and review digital campaign metrics, prepare analysis/reports monthly including but not limited to Wine Club, EDM's outbound telemarketing and website, and develop strategies and tactics to improve Cullen Wines direct to consumer performance utilising these campaign metrics

Utilise our customer database to manage the delivery of targeted, personalised email marketing programs/digital campaigns to increase conversion rates and reduce attrition

Stay at the forefront of digital trends and innovations and present relevant digital opportunities to the business based on an understanding of market needs and customer insights. 

As part of the annual marketing plan and budget, recommend strategies to optimise customer experience, reach, engagement and sales, as well as to enhance business/marketing efficiencies.

Assist in the development of promotional offers to drive engagement and represent Cullen Wines in market, as required. 

 CORE COMPETENCIES

• Strategic planning and business development
• Process orientated
• Motivate and manage teams
• Strong attention to detail and organizational skills
• Strong written and verbal communication skills
• Excellent knowledge and passion for wine 
• Consistently demonstrate outstanding customer service skills and diplomacy
• Solution and problem solving focus
• Good working knowledge of website and CRM management
• Strong analytical and reporting ability
• Good knowledge of Office 365 applications and  proficiency in winery-specific software

QUALIFICATION & EXPERIENCE

Qualifications: 

• Bachelor of Commerce Degree majoring in Marketing, preferred but not essential
• RSA
• WSET

Experience: 

• 3 years’ experience in Direct Sales/marketing/management
• Wine industry experience preferred but not essential 
• Staff management experience
• Experience in the implementation of a wine based CRM, website development and E commerce integration