Brand Strategist | Wine Educator | Sommelier
Wine and Spirits | San Francisco Bay Area, US
Passionate, enterprising wine professional with expertise in jumpstarting brands and educating consumers/trade. Demonstrated executive experience developing and implementing strategic plans while managing successful programs in the marketplace. Recognized ability to identify growth opportunities while continually challenging the “status-quo” to develop fresh, creative approaches to accomplishing goals.
Driven by an intense passion for wine that often proves contagious as one of fewer than 100 professionals to hold both the title of Certified Wine Educator and Certified Sommelier.
Oct
2010 - Present
Director of Brand Strategy | Founder / project [fermented]
Project Fermented LLC, is a multidisciplinary wine-consulting agency specializing in brand marketing, social media strategy, wine education & ambassadorship.
Clients: Banfi Vintners (Castello Banfi-Banfi Tuscany, Bolla, Emiliana Organic Vineyards, Fontana Candida, Vigne Regali-Rosa Regale). Excelsior Wine Company (Concha y Toro, Trivento Bodegas y Vinedos).
Feb
2008 -
Oct
2010
Brand Manager / Banfi Vintners
Oversee daily operations and brand planning for the New World Wine Portfolio including one of the top five imported wine brands in the U.S. and three of the top five brands among the Chilean market segment. Jointly responsible for growth and profitability across seven wineries, 21+ brands and approximately 260+ SKUs (four million cases sold annually, ranging from $7-145 per bottle, retail).
Create and oversee all Social and New Media Marketing initiatives. Advise in new product conceptualization and packaging design while continuing to direct and ensure success in the development and tactical execution of all processes listed below as Marketing Manager.
• Wineries: Concha y Toro, Emiliana Organic Vineyards, Maycas del Limari, Trivento
• Instrumental in +17% portfolio growth - 18x faster than the total US wine market (2007-2009).
• Managed key brand turn-around of Xplorador, a premium priced Chilean wine. Identified new Millennial consumer target. Repositioned packaging design, website, and POS materials. Initiated an innovative, feature-rich Social Media communications campaign. Sales grew +152% overall, +59% compound annual growth rate (2007-2009).
• Part of the Xplorador brand turn-around, was the creation of a dramatic floor display. This display energized sales personnel, commanded consumer attention, and won the "Design of the Times" award - besting other entries from top beverage leaders.
Aug
2007 -
Feb
2008
Marketing Manager / Banfi Vintners
Manage the tactical development and final deployment of programs for both the European and New World Wine Portfolios. Responsible for all Marketing project management including sales analysis, creative direction, production follow-through and content proofing - requiring diligent management of agencies and superior teaming with Support, Production, and Sales teams. Key duties include copywriting of all package labels, websites, and brochures; sell sheets, wine information sheets, and national account presentations.
Dec
2006 -
Jul
2007
Account Executive / LaBov & Beyond Marketing Communcations
Account management responsible for client growth and profitability on annual billings exceeding $1.2MM. Key client projects include strategic brand planning, web and product literature creation, dealer and distributor training, sales and trade show support, event management, public relations, media planning, negotiation, placement and on-going brand standards compliance. Clients: Terex Corporation and Ferrari of North America.
Oct
2005 -
Nov
2006
Account Executive / Marketshare+, Inc.
Manage client projects resulting in annual billings exceeding $600K. Act as the main conduit between the agency and the client to ensure fluid communication and timely job completion. Participate in strategic planning. Compile and conduct competitive analyses. Guide creative development according to product positioning. Continue dedicated stewardship of all accounts and consistently work to procure new business. Client industries: business banking, mechanical contracting, medical, real estate development/brokerage, and recreational boat manufacturing.
Sept
2005 -
Nov
2006
Media Supervisor / Marketshare+, Inc.
Oversee all Media Department operations while leading a team of assistants and coordinators. Approve allocation of client budgets by medium. Evaluate planning research for accuracy. Direct media plan authoring and confirm cost goals. Guide and advise in buying negotiations. Approve all media plans and conduct presentations to client executive management.
Oct
2002 -
Sept
2005
Media Planner / Marketshare+, Inc.
Develop and design media plans according to approved client strategy. Set campaign flight schedules and total delivery goals. Target client’s niche demographic by researching segmenting socioeconomics, usage patterns, commitment levels and psychographics. Review multiple, complex research tools including: SRDS, SQAD, MMG, VoiceTrak, MRI, Simmons, ABC/BPA audits, Arbitron and Nielsen. Create and present media objectives, strategy, mediums chosen and final buy recommendations for approval. Execute, manage, and post-analyze all plans.
Jun
2002 -
Oct
2002
Media Buyer / Marketshare+, Inc.
Implement media plans by intensely negotiating program/space rates across multiple platforms including: cable/broadcast television, radio, newsprint, magazine, outdoor signage, Internet, database, and direct marketing. Monitor ad traffic, negotiate scheduled ad replacements, and review/reconcile all media vendor invoices. Establish and cultivate mutually beneficial relationships with all vendors and representatives.