Resume
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Napa Valley Vintners, St. Helena, California
Director of Consumer Marketing
2022 to Present
-Governs domestic marketing efforts for a nonprofit trade association that offers marketing programs, industry advocacy and resources for 550 Napa Valley winery members, consumers, trade and media outlets.̈-Promotes Napa Valley wines, vntners and the community through wine auctions (Premiere Napa Valley, Collective Napa Valley), exclusive wine events, a winery directory and Napa Valley Rocks which incorporates nationwide consumer and trade wine tastings with digital education programs.̈
-Analyzes markets; completes strategic planning; directs the Communications Manager and the work of 14 creative agencies, negotiating contracts; administers a $250K budget and assesses spend versus metrics.̈
- Outlines and implements consumer marketing campaigns, creating and managing social, blog, digital and email media content and employing Organic and Paid media. Develops handouts and rack cards and print advertising for the in-house NAPA Magazine. Writes scripts and produces YouTube videos and webinars and conducts influencer marketing by preparing copy and pitching video ideas.̈
- Surveys members to pinpoint marketing ideas and evaluate programs. Tracks up to 90 data points monthly.̈
- Shepherds the Taste Napa Valley trade and consumer events that market up to 120 Napa Valley wineries annually. Authors branded messaging for selected wineries.
Key Results:
- During 2023 through 2024 ran numerous successful marketing campaigns:
° Earned 2M+ impressions for $30K Paid Spend with 1,667 posts for the highest performing 2023 Harvest Campaign. Secured 1,460 Social Listening posts with 1.8M+ total impressions;
° Obtained approximately 103K impressions for 202 posts for an Organic posting, Social Listening and PaidMeta Ad campaign for the Q3 2024 WhyWine Campaign;
° Promoted 2024 Collective Napa Valley Auction Weekend with 309 posts, 8k+ engagements and 332k+ impressions. Comparing YOY 2023 to 2024, increased posts 17.7%, amplifying engagements and impressions 53%;
° Yielded a 60% annual return rate for Collective Napa Valley;
° Spending $1K on a Paid Dynamic Meta Ad campaign, garnered an audience of 65K with 141K+ impressions for the 2024 Napa Neighbor Campaign; and
° Expanded LinkedIn impression counts 46.3% with 66K+ impressions (15% linked to the 2023 HarvestCampaign) due to a 71% greater posting volume of links, photos and videos on LinkedIn.̈
- Grew website properties reach from 4.5M in 2020 to 13M in 2023 by: launching two new websites, breaking outpages with links to acquire more Google results, enhancing SEO, and making more frequent posts.
Head of Digital Marketing
2020 to 2022̈
- Drove consumer Facebook, Instagram, LinkedIn, YouTube, TikTok,
- Fostered influencer relationships and completed print media buys with Wine Spectator, The World of Fine Wine and other specialty publications; and digital advertising buys with Wine Enthusiast.
Key Results:
- Pivoted marketing efforts during COVID-19 by writing marketing plans to design and deploy winery webinars and virtual, themed mini campaigns and social media conversations that effectively generated engagement (e.g., punch down contests, crush pad work, Cabernet highlights).̈-Originated and established OpenTheCellar on the Vintners website. Authored advertising copy to allow consumers to take advantage of winery promotional offers, yielding positive ROI and revenue for shuttered wineries.
Trade Marketing Manager
2017 to 2020̈
-Promoted the Napa Valley wine region to consumers and trade nationwide, creating outreach materials.̈-Prepared bimonthly email blasts for trade, advertised Vintner programs and engaged with key influencers (e.g., wine reviewers, sommeliers).̈
-Planned, implemented and hosted Experience Napa Valley, a multiday event held five times annually. Chose wineries to visit, invited trade attendees (e.g., wine buyers, food and beverage buyers, wine business owners/executives) and delivered wine education through Napa Rocks. Obtained endorsements from attendees to advertise the annual event.
Key Results:
Inaugurated a website and individual subscription-based service for consumers and trade for the in-house NAPA Magazine. Magazine content highlights Napa Valley wines and culture with biannual distribution of 25K copies.
Started an influential blogger program that increased winery endorsements that were used for the Vintners website and NAPA Magazine.
Benson Marketing Group
Napa, CaliforniaVice President
2009 to 2014
-Managed and tracked business development activities for new accounts; and helped hire and oversaw, trained,coached and evaluated four staff on behalf of a leading wine and spirits marketing agency.-Governed creative and client promotional efforts and programs for all wine and wine adjacent accounts.
Key Result:
Delineated and delivered a monthly Mission Control service that brought in an additional $20K in monthly billings.Wrote and deployed social media posts and reported analytics, adjusting marketing campaigns.
Butler Shine Stern & Partners
Sausalito, California
Senior Project Manager/Project Manager
2005 to 2009̈
- Working for a full-service advertising agency that served Retail and DTC corporate clients (e.g., Diageo, MINI RadioShack, Sun Microsystems, Greyhound), managed key accounts and supervised two project managers as a Senior Project Manager.
-Prepared and executed a rollout plan, processes and projects for company brand relaunch. Developed a newlogo and tagline, ensuring optimal brand positioning; and propelled brand revenue growth as a brand steward.
Key Results
Led three RFP response teams, partnering with creative and copy writing to assemble client presentations. Drove the creative team that successfully won the $214.5M RadioShack account.̈
Assembled a coffee table book that highlighted 15 years of agency creative work. -
Radcliffe University
Cambridge, Massachusetts
Radcliffe Publishing Program – a 4-month book publishing study focusing on magazine and book publishing
Michigan State University
East Lansing, Michigan
- Bachelor of Arts, English. American authors, film studies and British Literature concentration
University of London (MSU Overseas Study) London, England
- 3-month intensive British Literature study -
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- Print design: InDesign, PhotoShop and Illustrator
- Mac OS and Windows platforms
- Proficient in Microsoft Office applications
- Video shooting & editing
- Social Media platforms
- Website building
- Vertical Response, Mailchimp
- Vin65, Shopify, Nexternal -
Midnight Mind Magazine
St Helena, California
Owner/editor/publisher
April 2000 to present
- Edit, design and publish a bi-annual literary magazine
- Post and manage all online content
- Create social media and marketing outreach
- Do all PR and media outreach to broaden audience
- work directly with distributors and bookstores to get the magazine to consumers.