Joyce Chen Email & Phone Number

Northern California

Lead a team and a portfolio of five lifestyle brands and winery estates (wine brands with tasting rooms, properties and vineyards) within the Luxury Business Group. Lead and set holistic estate strategies and go to market strategies across end-to-end consumer channels (Direct to Consumer, Retail Tasting Room and Wholesale). Oversee P&L, brand management, business strategy, forecasting and annual & long term planning. Responsible for leading cross-functional teams (consisting of brand, consumer engagement, membership, hospitality, culinary & digital marketing teams) to deliver initiatives that drive profitable scale. Orin Swift Cellars:-Led cross-functional teams to set strategy and objectives for new Tasting Room to drive growth-Led teams to open new Tasting Room in Oct 2023 with full Destination Campaign strategyJ Vineyards & Winery:-Responsible for leading estate brand renovation for long-term returns and equity.-Led teams to launch new DEI Experiential Program “Shifting the Lens” aimed at driving diverse representation and inclusion in the hospitality industry. Estate won Innovation Award from Sonoma County Tourism Board in 2023.

Modesto, California, United States

Oversaw team P&L contributions, brand management, equity building, sales partnership, forecasting, long-term growth strategy, resourcing and team development for La Marca Prosecco in addition to a portfolio of three import French and Spanish brands and five domestic Sonoma based wine brands. Managed team of seven direct reports. Spearheaded initiatives to drive global partnership and drove executive team leadership development initiatives for business unit. Grew La Marca Prosecco 4.5x in volume and revenue to over $200M during overall tenure; Brand awareness grew +20% and brand advocacy grew +25% with budget efficiency over time. Introduced La Marca's first ever cause-marketing campaign around Women's Empowerment to drive consumer engagement and advocacy.

Oversaw brand management, annual planning strategy, team execution, sales partnership, forecasting, campaign planning, process improvements and planning capabilities for business unit, La Marca Prosecco and an additional portfolio of three import wine brands from France and Spain. Managed team of five direct reports.

Oversaw brand management, annual planning strategy, team execution, sales partnership, process improvements and planning capabilities for business unit, La Marca Prosecco and an additional portfolio of three import wine brands from Argentina and New Zealand. Managed team of four direct reports.

Oversaw annual planning strategy and team execution for La Marca Prosecco and an additional portfolio of four import wine brands from New Zealand and Argentina. Led team and process to create brand’s new positioning, brand identity, consumer growth strategy and sales go-to-market strategy for La Marca Prosecco.

Modesto, Ca

Oversaw launch of new brand; Developed & spearheaded the brand’s strategy, test & national launch, and launched its High Tier 3L Box Wine with an innovative partnership with TerraCycle. Managed brand equity & positioning, formed key promotions & partnerships and set Brand Ambassador and Experiential strategy. Led a team of two junior marketers and three summer interns. Brand obtained several industry awards (two HOT Brand awards from Impact Magazine and Adams Rising Star awards).

Responsible for leading brand planning and goals on the Redwood Creek brand and working closely with internal Direct to Consumer brand ambassador group to deliver consumer and customer initiatives. Led the program development and execution of key 360° marketing platforms ("Blaze a Better BBQ" & "Greater Outdoors Project").

Responsible for driving execution of brand plan Initiatives, business analysis, forecasting and program execution. Stepped-in to lead the brand team upon departure of direct supervisor and took on senior responsibilities (e.g. balancing $6M A+P budget, managing two junior members, driving major package change & leading 2009 Annual Brand Planning process). Delivered against volume objectives +4% ahead of plan. Responsible for managing and developing two college interns.

Responsible for driving execution of Brand Plan Initiatives, business analysis, forecasting and program execution. Leveraged consumer data and insights to recommend promotional partnerships and inform turnaround plans. Created an entry-level Project Manager Training and Assimilation Plan to train and develop two junior marketers; guide was adopted as guide for future new-hires coming into the department.

Leveraged retail sales experience to collaborate with the brand team and creative agency to brief and develop relevant Point-of-Sale retail promotions for three wine brands, including Barefoot Wine. Analyzed syndicated and internal depletions data monthly to identify key business issues and provide insights to brand teams. Collaborated cross-functionally with Creative, Purchasing, and Sales to ensure 100% on-time delivery of POS materials.

Educate and teach coaching principles, personal branding and entrepreneurship as an online instructor and certified life coach for Lumia, a company focused on coach training and ICF certification program. Lead classroom sizes of adult learners ranging from 15-40 students on a bi-weekly basis. I help impact-driven students find power in their stories as they go through their coaching certification process.Served as a contract consultant to the CEO on branding/marketing and business development of overall business around coach training programs and workstreams related to growing the business and corporate branding.Lumia is a learning and development organization focused on training and certifying coaches in alignment with ICF Codes, Ethics and Credentialing. Our coach training program is rooted in science and positive psychology and we educate future coaching professionals with learning the foundations of coaching and how to launch their practices.

Led team of six sales representatives to meet or exceed monthly sales goals across 25 brands for largest District Manager territory (160 accounts). Successfully advanced a new-hire into the Top 3 sales reps at the distributor (out of 50) during a high-visibility selling season (Easter) within a six month period. Captained college recruiting efforts at UC Berkeley for Gallo's Management Development Program.

Hayward, California, United States

Recruited into Gallo's Sales Leadership Development Program (LDP) and responsible for high profile retail sales territory in Northern California.Awarded "Sales Rep of the Quarter" for Q1-2004 and "Sales Rep of the Month" for March 2004 & December 2004 as a result of increase case volumes by 20% (across 52 accounts in two high priority sales territories)

Washington, District Of Columbia, United States

Supported three Research Analysts at marketing research and polling firm by researching consumer trends in the retail, technology, political, cultural and financial industries. -Aided in the collection of quantitative and qualitative data through coordinating focus group seminars or designing survey questions for client projects-Responsible for writing reports and creating presentations based on Research findings to deliver to agency clients

Managed and motivated a team of 11 Account Executives for the independent university publication, responsible for acquiring $1.3 MM in advertising revenue to fund operations -Implemented new advertising programs and selling tools to increase circulation, clientele base and advertising revenue-Determined sales goals, revenue projections and budgets for each financial quarter to present to staff and Board of Directors-Established a sales training program for Account Executives and facilitated teambuilding across the organization