ERIK KNOOIHUIZEN
Oceanside,USA
Summary
Results-driven DTC Sales Leader with over a decade of experience in wine club management, tasting room optimization, and e-commerce strategy. Scaled wine club membership from 1,100 to over 5,200 members—achieving 30% growth in the past year through targeted promotions and personalized member engagement. Oversaw wine club shipments totaling over $1.9 million in 2024, with a forecast of $2.4 million in 2025. Club members account for 60% of the company’s total revenue. Skilled in Microworks Wine Software, Xudle (Commerce7-acquired), ShipCompliant, and Tock, with marketing execution via Mailchimp, SlickText, and Adobe Creative Suite. Strong cross-functional leader with expertise in budgeting, reporting, fulfillment logistics, and technology systems including UPS WorldShip and Microsoft Office Suite.
Overview
15
15
years of professional experience
Work History
Operations Manager
Orfila Vineyards, Inc.
08.2020 - Current
- Directed winery operations with an emphasis on DTC revenue channels: wine club, e-commerce, and tasting rooms.
- Partnered with marketing on omnichannel campaigns to boost customer acquisition and retention.
- Designed and tracked performance metrics (sales, retention, AOV), using reporting insights to refine strategy.
- Managed annual and quarterly DTC budgets, overseeing shipping, tech platforms, staffing, and promotional ROI.
- Utilized Microworks and ShipCompliant for CRM, transaction processing, compliance, and reporting.
- Supported fulfillment workflows with UPS WorldShip to optimize shipping logistics and resolve carrier issues.
- Maintained strong communication with marketing, production, and guest services to align business goals.
Wine Club Manager/Graphics
Orfila Vineyards, Inc.
05.2010 - Current
- Increased wine club membership from 1,100 to 5,200+, including 30% growth in the last year from strategic campaigns.
- Oversaw all aspects of club operations: member acquisition, retention, events, fulfillment, and customer service.
- Generated over $1.9 million in wine club shipment revenue in 2024 with a 2025 forecast of $2.4 million. Wine club sales contribute 60% of overall company revenue.
- Leveraged Xudle (later Commerce7) and ShipCompliant for sales, compliance, and CRM.
- Created SMS and email marketing campaigns using SlickText and Mailchimp to drive conversions and loyalty.
- Designed digital and print collateral via Adobe Illustrator, InDesign, Photoshop, After Effects, and Canva.
- Supervised a cross-location team of 25+, providing training, feedback, and performance management.
- Managed IT and inventory systems, enhancing scalability and reducing overhead.
- Coordinated high-impact events and member experiences to foster engagement and increase LTV.
Education
Bachelor’s Degree - Digital Media Arts Major
California State University Dominguez Hills
Carson, CA01.2010
Skills
- DTC Sales Strategy & Execution
- Wine Club Growth & Member Retention
- E-Commerce Operations
- Campaign Marketing
- Budgeting & Financial Management
- Fulfillment Logistics
- Design & Branding
- CRM & KPI Reporting
- Microsoft Office Suite
- Team Leadership & Cross-Functional Collaboration
Timeline
Operations Manager
Orfila Vineyards, Inc.
08.2020 - Current
Wine Club Manager/Graphics
Orfila Vineyards, Inc.
05.2010 - Current
Bachelor’s Degree - Digital Media Arts Major
California State University Dominguez Hills
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