Destination Manager: JC Le Roux

Friday, 20 August, 2021

Distell Ltd is a leading producer of top-quality wines, spirits, and RTDs. Distell is in the process of recruiting for a candidate to be appointed Destination Manager at JC Le Roux Brand home based in Stellenbosch.
The successful candidates will report to the Lead: Wine.

Purpose of the Role:
The Destination Manager is responsible for the end-to-end management of the Brand Home Destination and will lead the on-site team specializing in destination marketing initiatives, developing and maintaining operational excellence; ensuring DTC sales growth, and growing the branded offering through events, consumer engagements, and other marketing extensions. As a hospitality expert, this candidate needs to consistently lead with an outstanding experience for all guests.

Key Performance Areas would include, but are not limited to:
Take ownership of and implement the destination strategy, 3 – 5-year development plans, and vision for the Brand Home, including Capex developments
Manage Capex developments – on time and on budget and within all legal and internal compliance.
Identify consumer trends and benchmarking of competitive destinations to deliver against strategy
Define the annual business plan for the destination and align with the Brand Marketing Manager based on Brand Strategy Growth objectives, Joint Venture Objectives (where Brand relevant) as well as Hospitality & Leisure trends
Communicate the destination strategy to all stakeholders and lead the implementation of the plan with broad initiatives &quantified action plans
Develop the online presence of the destination, through e-commerce and social media
Develop an ongoing brand/visitor relationship through CRM: implement the optimal consumer engagement journey for the Brand Home from pre to post use data to provide brand feedback, innovation, and messaging and create meaningful relationships with our visitors.
Deliver a world-class guest experience
Accountable for the management of all aspects of the J.C. Le Roux guest experience – Tasting Room, E-commerce, and Restaurant
Ensure the Brandhome total P&L is target achieved, and manage the Brandhome Income statement to ensure a commercially profitable and sustainable business
Cost-effective execution of the business plan
Ensure team plans, budgets, and schedules are in place
Implement consumer-facing upgrades & maintenance according to needs identified and overall brand strategy
Develop and apply appropriate ATL material to execute the destination business plan
Implement activation strategies to achieve consumer engagement and to create memorable experiences
Explore new opportunities to expand the bottom line – maximising all revenue streams including retail/brand goods, F&B, events etc
Ensure maintenance, housekeeping, and health and safety standards are met
Create & manage a strong internal core team to drive the destination strategy.
Embed values & behaviours
Manage and ensure capability building and succession planning for the team
Be a student of consumers, trends, competitors, and culture. Listen, learn, and mine insights that direct the brand home and experiences into amazing places.
Develop innovative ideas for experiences based on marketing strategy, messaging, and business objectives.
Foster a culture of excellence in customer experience and hospitality including the setting, training, monitoring, and evaluation of standards.
Educate and drive awareness of the destination experience amongst key stakeholders (internal & external)
Represent and champion wine within the Distell network and to external stakeholders (WoSA, Vinpro, Tourism boards, Local government, etc).
Ensure professional communication, behaviour and actions result in a high level of credibility, trust, and respect throughout the business
Ensure the brand home is part of the local community, overseeing the site team to ensure a strategic, mutually beneficial approach to leverage opportunities
Drive group visits, develop promotional partnerships (local and national), and ensure the destination is represented at appropriate trade fairs, expos, etc
Provide support in the absence of the winemakers by being the face of the brands for the execution of localised events, public relations/customer initiatives as well as activities to ensure the brand remains top of mind with our sales teams.

The successful candidate must have the following attributes/ experience/skills:
A relevant tertiary qualification in Marketing, Public Relations, hospitality, tourism
Customer-facing experience (sales, eventing, tourism, or hospitality industry) > 5 years
At least 5 Years’ experience in a similar role
Experience in the wine industry will be an advantage
Exceptional leadership skills to lead the full Brandhome team
Ability to work independently and cope under pressure
Excellent communication skills on all levels
Excellent presentation skills and the ability to adapt to different groups and their needs
Excellent social skills
Superior financial acumen skills to manage the Brandhome budget and monthly income statement to optimize profit
Excellent management skills
Strategic thinking
Good problem-solving ability
Be able to act professionally and in confidence at all times
Proven administrative experience including strong literacy and numeric ability
Proven literacy in MS Offi ce (Outlook, Word, Excel, Powerpoint).
Valid driver’s license and own reliable transport

Application Process:
If interested and meet all requirements, please register and apply via the Distell career portal by logging
Reference Number: 18433 Closing Date: 20 August 2021