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California, United States

Healdsburg, California

Governs operations of a 100-acre Dry Creek Valley estate, managing, developing, and appraising 13 employees including the winemaker and finance team; and overseeing the social media consultants. Directs production, sales, and marketing; and administers a multimillion dollar P&L.Hired five staff members and wrote and implemented new DTC SOPs to foster a luxury tasting experience.Led CAPEX renovation of the tasting room and two luxury guest suites, administering a budget. Reopened the tasting room with a new, elevated program, a seated, private experience.Collaborated with the vineyard management company to remove non-producing acres.Prepared the property and business for sale. Collaborated and communicated with buyers, consultants, and the real estate agent to finalize the sale and assist with business transition.

Napa, California

Consulting to three family-owned winery brands, formulated and executed wholesale, marketing, DTC, and operational management strategies. Authored DTC strategies for a client to: facilitate long-term revenue growth, build a top performing hospitality team, and create customer brand ambassadors. Retained and directed new staff for a DTC-only brand and spearheaded tasting room and wine club operations. Generated brand introductions and delivered wholesale sales training including how to: manage distributors; open distribution channels; and produce compelling, electronic branded communications. Outlined winery goals and wine pricing and administered inventory for another client. Broadened the base of distributors and launched a strategy to expand DTC brand sales and revenue.

Napa, California

Performed strategic planning and partnered with the owners to forge a customer experience vision and tasting experience for the newly constructed winery that offers three hospitality suites for hosting private tastings. Hired, headed up, and trained the four-person sales team to give a luxury experience to guests. Co-created the sales and marketing budget and oversaw the P&L in concert with the controller. Developed DTC systems and the winery website, managed social media consultants, and set up the annual allocation model and distribution. Tracked COGS, inventory, depletions, and shipping costs and logistics.Initiated the wine club membership program, escalating participation 100% YOY beginning in 2018. Governed wholesale sales and added five new markets for a total of 20 states, augmenting distribution 42% in 2018/2019. Led tasting events and winemaker dinners, extending brand awareness and wine sales.Worked with the winemaker and owner to produce successful new SKUs. Amplified sales 275% from 2019 to 2020.

Napa, California

Brought in to dramatically increase revenue and manage 47 distributors on behalf of two wineries, Regusci Winery and Nine-North Wine Company. Successfully positioned Nine-North for sale. Directed DTC and wholesale sales and seven employees for two other wineries, Tank Garage and T-Vine. Ensured that T-Vine DTC ran smoothly by: changing the tasting room manager, converting the job into a full-time position; and retraining staff. Executed strategic planning and opened two new CAPEX DTC hospitality locations for T-Vine and Tank Garage, identifying tasting room look and feel and generating a DTC program for the new brands. Recruited the Operations Manager and staff for T-Vine, the DTC Director for Farm Collective, and the CFO and DTC staff for Regusci.Travelled on behalf of the wineries to host tastings and winemaker dinners. Took over wholesale sales for T-Vine. Maintained a national distributor network for T-Vine and Tank Garage, adding 10 new distributors to garner better U.S. market coverage. Monitored inventory and depletions for Farm Collective wines. Launched four new wholesale wines for Tank Garage. Developed the hospitality website; authored new SOPs; and led tastings, fostering an inviting experience. Worked with the Winemaking Team to produce DTC and wholesale wines for T-Vine, Tank Garage, and Farm Collective. Created and released 10+ wholesale wines for Tank Garage, T-Vine, Farm Collective, and Nine-North. Boosted multimillion dollar sales for Nine-North and grew wholesale sales nationally, a 30% increase, as the first brand representative for the distribution network.

Rutherford, California

Directed wholesale sales for 17 markets where Elizabeth Spencer Wines were sold. Hired, coached, and led a team of DTC employees including the Wine Club Manager, Internet Manager, Tasting Room Manager, and 10 staff.Helped expand tasting room facilities to include private tasting spaces for hosting higher-end guests.Formalized and elevated the tasting experience by: updating tasting room SOPs, preparing new collateral, and raising wine prices, dramatically amplifying sales.

St. Helena, California

Managed DTC and e-commerce sales at three wineries, Duckhorn Vineyards, Paraduxx Winery, and Goldeneye Winery. Served on the Executive Committee, fielded board questions, and wrote board packets.Administered a multimillion dollar sales budget, rolled out a direct ship allocation model, and tracked distributions.Hired, developed, and led six direct reports with a total headcount of 25 tasting room, website, and in-house order fulfillment employees at four facilities. By understanding market trends, tailored strategies to address customer segments. Headed up new product, seasonal, and monthly sales and customer loyalty programs leveraging a CRM. Created promotional campaigns that increased brand awareness. Opened the Paraduxx Winery tasting room. Upgraded the customer experience and satisfaction by originating and offering high-end tastings. Traveled to events to pour wines.Met or exceeded revenue and expense goals.

St. Helena, California

Drove brand growth for 12 domestic wineries including Schramsberg Vineyards, Silverado Vineyards, Clos Pegase Winery, Fisher Vineyards, Wild Horse, Zaca Mesa Winery, and Ponzi Vineyards, by forging a brand strategy and implementing marketing initiatives that boosted revenue. Determined product demand by: conducting market research, identifying marketing channels, and preparing and spearheading marketing campaigns to communicate the brand message and promote sales.By defining the strategy, determined pricing, assembled distributor presentations, and led numerous tastings annually to support the work of the 14 regional managers.Oversaw the relationship with the brand owners as a liaison.