Responsible for creating and delivering expert-level insight, data analysis, consulting, implementation, training and educational services to wine & spirits clients in the areas of strategic business planning, sales, and marketing.Identify opportunities and apply industry best practices to improve productivity and brand recognition of wine & spirits clients.

Directs DTC and 3-Tier wholesale sales and marketing; e-commerce; finance, accounting and the P&L; analytics and reporting; HR; and farming, wine production and CAPEX projects for a winery that generates 6K cases annually and multimillion dollar revenue. Creates and administers the multimillion dollar budget; and leads, coaches, and motivates three staff. Partnering with the owner, sets growth, market expansion and depletion goals; and delivers inventory and production oversight. Sales & MarketingGovern distributor management, authoring distributor plans; executing programming opportunities; hosting trade tastings; and conducting quarterly performance reviews. Assesses inventory, depletion and account reorder velocity data to develop pricing grids, determine and propel programming for new and existing markets, adjust distributor pricing and add distributor incentives. Ensure seamless wine releases and successful marketing campaigns. Key ResultsEnhanced wine sales in one year through: brand building, founding enhanced wine club, delineating the role of and training a telesales staff member, raising wine prices, and preparing collateral.Boosted wine club net member growth 45.6% and channel revenue growth 56.1% in Year 1.Wrote and deployed strategic business plans, galvanizing a profitable shift in DTC sales channel mix from 39% to 66%, via DTC revenue growth 30%+ YoY and increasing margins more than 15%.Established an e-commerce and CRM strategy, enhanced the website and launched digital and social media advertising and lead generation campaigns, engendering channel revenue growth in the first year. Implemented consumer behavior findings, tasting room workflows and tailored customer journey messaging that augmented customer acquisition, website traffic, wine club conversion and club member retention.

Spearhead a cross-functional team, directed DTC and 3-Tier wholesale sales and marketing; partner marketing outreach strategies; e-commerce; finance, accounting and the P&L; analytics and reporting; farming and production; regulatory compliance; and HR for a winery with three vineyards and 70 planted acres that generates 6-7K cases annually. Key ResultsEngaged in change management and process improvement by shifting the sales channel mix from wholesale to DTC, accelerating profitable growth and revenue from 40% to 84% in three years and increasing margins and net income more than 70% using these key tactics:- redesign and expand the tasting room and doubling team size to provide a luxury guest experience, serve more guests and amplify customer loyalty, increasing the visitor count 35% and channel revenue per case 25%; - launch enhanced wine club, driving 3X membership growth resulting in 195% channel revenue growth in just over two years; and - originating an e-commerce and CRM digital strategy by implementing a new website and migrating from vinSUITE to Commerce7, resulting in 91% channel revenue growth in three years.

Led development and execution of sales plans, brand marketing, PR strategies and sales reporting; production planning; accounting and finance; and HR. Oversaw multimillion dollar budget.Wrote and deployed the business interruption contingency plan and PR messaging after the 2017 Tubbs fire. Key ResultsBuilt an extensive CRM and consumer behavior sales data warehouse for recurring reporting and visual presentation using MS PowerPoint, Excel and Power BI. Evaluating tasting room staff, the customer tasting experience and operating procedures; revamped workflows and hired additional staff members, bolstering tasting room revenue 45% and volume 27% in the first year. By rolling out telesales, elevated incremental revenue more than 12% in Year I.

Thralls:n.pl.[Old Norse Thrǣll] persons wholly obedient to a need or passion. Produces hand-crafted, elegant wines from preeminent California vineyards.

Working for a luxury wine company that produced and sold four brands, Quintessa, Flowers, Faust and The Prisoner Wine Company; drove sales and marketing and marketing partner outreach. Key ResultsAchieved 15.2% CAGR gross margin, 6.3% revenue growth and 8.5% new member acquisition growth during 2013 through 2015 for Flowers despite lack of a tasting room sales channel. Broadened the Flowers consumer base and allocations. Developed a business plan and financial model for the new Flowers tasting room and wine club and competitively raised wine prices, enlarging revenue.Hired a wine club concierge for Flowers email marketing, e-commerce and telesales; and implemented a new wine club member onboarding program that engendered a 25%+ increase in revenue, an 11%+ average order value growth and 15%+ order conversion rate growth in 2013. Upgraded the website with a new responsive design that augmented the experience and propelled mobile traffic and conversions from 24% to 45% and 13% to 27% in 2013.

Founded a global communication platform to educate, entertain and promote wine by sharing personal stories wine lovers are passionate about.- #7 Top Influential Wine Writer on Twitter, Cision, 2011‬- Founder of global #PinotNoir & #PinotSmackdown varietal day online tasting experience reaching 446,589 users, 5,045 tweets, 1,067 contributors and 8.7M impressions for one event

Created and executed digital media marketing strategies for a portfolio of wineries (e.g., Girard Winery, Cosentino Winery, Kunde Family Estate, Cartlidge & Browne, Windsor Vineyards, Sunset Wine Club) and boutique winery brands that generated 500K+ cases of fine wine. Inflated customer acquisition and engagement 146% and website traffic 400%+ in the first year. Authored content and drove channel management of social media outlets including corporate blogs, microblogs (e.g., Twitter), video and online social communities (e.g., Facebook)

Assisted the winemaker with crush, fermentation and barrel aging of Pinot Noir from the Russian River Valley and Sonoma Coast.

Directed delivery of Fintech enterprise solutions for risk management, budgeting and planning and customer profitability system business lines. Administered multimillion dollar revenue and a multimillion dollar budget and governed 22 staff. Migrated the customer profitability system business, amplifying customer service and fostering multimillion dollar savings.Boosted Net Operating Profit (NOP) 25% in Year I.

Defined and communicated the strategic path for the financial software products from cradle to grave through a quality-focused software development methodology and execution. Managed team of product consultants, business analysts and developers responsible for pre-sales support, gap analysis, business requirements and implementation of automotive finance operations at top-tier global financial institutions.Responsible for $6 Million budget consisting of 68 personnel, including off-shore outsourced teams, to construct and support financial accounting and risk management applications for over 110 installations across 22 countries.Key Results- Conducted extensive on-site requirements scoping effort to assist a start-up of first Chineseautomotive finance business for a Japanese captive automotive finance company. Managed teamof 4 consultants, interviewed users and SMEs, determined and prioritized business requirements,developed gap analysis, documented risks and delivered artifacts describing implementationrecommendations and a project plan for application development and ASP hosted deployment- Procured offshore development partner to perform maintenance tasks of legacy products and save $2.5 Million annually in development costs. Acted as executive liaison between organizations responsible for overall success of offshore engagement consisting of 30 contractors in India. - Responsible for project management of migration of commercial loan system features into flagshipautomotive financial accounting application to support new financial products being introduced by aUS-based German captive automotive finance company to their dealerships accountable for $1.8B inautomotive inventory.

Directed a team of 20+ business and software professionals responsible for requirements analysis, functional design, documentation, implementation, project management and quality assurance of finance and accounting software products that encompass more than $45 billion in floorplan assets worldwide.- Managed relationships with senior management of prominent banks and captive finance institutionsincluding BankOne, Comerica, US Bank, G.E. Capital, DaimlerChrysler (Europe), Toyota FinancialServices, BMW Financial Services, Volkswagen Credit, Toro Credit, J.P. Morgan Chase and Wachovia- Initiated and managed business process improvement initiatives in order to decrease duplication and overhead while increasing efficiency, customer satisfaction and profitability- Assisted in development of company-wide migration plan to move existing software products to amarketable and globally standard technology platform (Oracle and J2EE) within one year

Managed a team responsible for product feature analysis and design for a suite of client-server and web-based software products utilized by financial institutions and their customers.Developed project plans for design and development of product enhancements for all software releases, monitoring progress of product development throughout the lifecycle and reporting results to executive management.Improved requirements gathering and documentation processes that resulted in 38% improvement in software quality the first year.

Established a team of business analysts and software designers to improve product quality and better meet customer needs for a rapidly growing startup business.Responsible for requirements analysis, design, documentation and training of finance and accountingsoftware products.Collaborated with development staff in database and application design of client-server products utilizing object-oriented methodologies.Managed client requests for custom product enhancements.