The Manager, Retail & Hospitality at Shiny Apple Cider, Home of FRESH Wines is a vital role in the overall sales performance of the Company’s Niagara Retail wine stores. The Manager, Retail & Hospitality is responsible for the day-to-day operations of the cider/wine store including retail sales and reporting, staffing, visitor experience and merchandising, as well as business development.
Duties and Responsibilities
Retail Sales / Reporting
Actively sell alongside Retail Sales Associates to achieve/exceed retail sales objectives including cider and wine, accessories, cider & wine club and email targets.
Manage retail staffing budget and adjust accordingly based on sales
Report on weekly forecast vs. sales and respond accordingly where action is required.
Provide input geared around the generation of sales including retail promotions, staff sales incentives, and monthly events and programs.
Responsible for managing inventory including weekly and monthly inventory counts, transfers, and promotional write-offs.
Retail POS Expert on-site for day-to-day use and trouble shooting.
Staffing
Train and manage a team including Supervisor and Retail Sales Associates capable of executing sales and hospitality plans.
Motivate and coach team daily. Reinforce positive behaviours and coach for performance.
Build weekly schedules to support sales programming and adhere to budgeted labour percentage.
Enforce Diamond employment standards, including Health & Safety guidelines.
Recruit seasonal employees.
Visitor Experience
Consistently delivers a memorable customer service experience which co-relates to sales.
Ensure Retail Sales Associates are well trained to execute service standards.
Build a portfolio of FIT and Group experiences.
Merchandising
Assists the Regional Manager, Retail & Hospitality in the development of a seasonal merchandising calendar for the Company’s retail location
Ensures availability of merchandise and services by maintaining inventories on floor.
Identify consumer requirements/ trends by establishing a rapport with guests to understand service requirements (non-wine merchandise, tour times, etc.)
Cider & Wine Club / DTC
Develop annual cider and wine club targets alongside RM, work daily with team to achieve targets and delivery memorable customer experiences.
Train, motivate and coach team members to sell cider and wine club and understand value of loyalty program.
Make email data collection a priority by collecting email addresses, work with team to achieve targets.
Work with RM to create and execute calendar of cider and wine club member events and communication program, including monthly newsletters.
Events Management (On & Off-Site)
Evaluate new event opportunities as they arise in conjunction with the marketing team. Work with Regional Manager, Retail & Hospitality to create fun and innovative ideas to keep guests engaged.
Plan and execute a master events calendar for on-site and off-site events that connects to the seasonal merchandising calendar.
Manage events budget including staffing, participation fees, signage, POS materials.
Provide post-event reporting including summary and recommendations.
Work closely with marketing to ensure respective events fall within brand standards.
Miscellaneous duties as assigned.
Food Service Management
Creative menu development alongside the Chef.
Provide lead role for execution of Cider & Wine club, Seasonal, Corporate and Social event food service.
Aid Chef in seasonal menu changes, helping with creation of service standards, operating processes, and administrative functions of executing menu changes.
Responsible for rental orders, set up, tear down and execution of Shiny’s trademark events.
Business Development
Support the growth and profitability of the winery by identifying and pursuing opportunities to increase retail sales, cider & wine club membership, hospitality revenue, and guest engagement.
Develop and maintain strategic partnerships within the community, identify new events and promotional opportunities, and collaborate with internal teams to create initiatives that attract new customers, enhance guest experience, and drive repeat visitation.
Monitor industry trends, customer feedback, and market opportunities to support business growth and achieve revenue objectives.
Qualifications
College degree / diploma preferably with sales and marketing
3-5 years’ experience in a retail sales role; 2-3 years experience in a restaurant or food service role
Experience working within the wine/cider industry
Proficient in Microsoft Office software (Excel, Word)
Well-developed interpersonal skills / ability to manage in a team environment
Strong organizational, project and time management skills and an attention to detail
Concise verbal and written communication skills
The ability to lift a case of wine or cider is required (30lbs at a time)
Working conditions
Substantial time spent at the tasting bar and selling on the floor, conducting tastings inside & outside store, year-round
Admin/ Computer work
Some travel, off-site functions & special events / tastings
Hours of work vary including weekdays, evenings, weekends, and holidays
JOB VACANCY STATUS
This role is currently vacant, and the organization is accepting applications with the intention to hire as soon as possible.
USE OF ARTIFICIAL INTELLIGENCE – RECRUITERS & HIRING MANAGERS
At Diamond Estates Wines & Spirits, our recruitment and selection processes are led by people. While we may use artificial intelligence (AI) or automated tools for limited, administrative, or efficiency supporting purposes (such as drafting communications, summarizing interview notes, or transcribing reference information) these tools do not replace human judgment.
All applications and candidate information are reviewed by qualified recruitment professionals, and hiring decisions are made by individuals based on relevant skills, experience, and role requirements. If a recruitment process involves a higher level of AI-enabled tools during assessments or interviews, shortlisted candidates will be informed in advance.
Diamond Estates is committed to using technology responsibly and in a manner that supports fairness, transparency, and respect, consistent with applicable Canadian and Ontario employment and human rights legislation.
USE OF ARTIFICIAL INTELLIGENCE – CANDIDATES
Candidates may choose to use artificial intelligence (AI) tools as part of their job search, such as for writing assistance or research. This use is acceptable provided that all information submitted during the recruitment process (including resumes, application responses, and interview discussions) is accurate and reflects the candidate’s own experience, qualifications, and abilities.
AI tools must not be used to misrepresent, fabricate, or materially exaggerate credentials or competencies. Our recruitment process is designed to understand each candidate’s authentic skills, experience, and potential, enabling informed and fair hiring decisions.
