Best Practices for DTC Managers

In this seminar designed for direct sales managers, tasting room managers and all winery owners who manage this channel, we’ll discuss the current best practices for recruitment, hiring, training and retention of the best hospitality people for your brand. Learn about successful DTC structure and how to motivate your team to ensure the highest level of hospitality and increased sales performance through creative incentive and bonus structures.

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Speaker Bios

A native of Oregon’s Willamette Valley, Hallie Whyte earned her stripes locally in the trenches of fine dining and wine sales. Following stints at Lange Estate Winery and Dominio IV, she was an early addition to Soter Vineyards’ hospitality team in 2011, playing an integral role in the development of a then-infant wine club and consumer sales program. Hallie has grown both personally and professionally, broadening her experience in the DTC and national sales channels to become a top-notch director of sales and operations for Soter. Fluent in Spanish and mathematics, her expansive resumé and analytical expertise make her a trusted contributor to important conversations facing the Oregon wine industry.
After a decade in the restaurant industry focusing on wine education, Carrie started at A to Z Wineworks in 2010 to focus on the boutique REX HILL direct sales operations. She restructured the REX HILL wine club and developed a knowledgeable, full-time REX HILL hospitality staff while growing sales by 50%. Currently, Carrie supports both direct and national sales and offers her enthusiasm and knowledge to teach about Oregon wines and raise awareness of the A to Z brands around the country.

In addition to a bachelor’s degree in philosophy, Carrie possesses multiple certifications, including Certified Wine Educator through the Society of Wine Educators, Level 2/Certified Sommelier through the Court of Master Sommeliers, and Level 3/Advanced Certification with Distinction through the Wine & Spirit Education Trust.

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