When I entered the workforce, I often (and jokingly) wondered if I could make a career out of my drinking and storytelling prowess; it turns out I could. With over 20 years in roles across the marketing function and experience creating content for brands like Samsung, Grey Goose, Chase Freedom and Smuckers, I have found a home in the wine industry, weaving narrative and strategy around terroir and tasting notes. With a demonstrated history of growth strategy and brand management, I look forward to elevating the world of wine and spirits (and my next glass). Cheers!
EXPERIENCE
DIRECTOR OF MARKETING & DIGITAL COMMERCE
TALLEY VINEYARDS | JULY ‘19 - PRESENT
Management of all Talley Vineyards marketing efforts including branding, DTC and retail marketing communication, media relations and social media strategy.
Led the organization in a business restructure and rebrand by establishing new demographic targets and DTC marketing strategy including a brand and premise redesign, key messaging development and product/service restructure.
Revamped eCommerce initiatives that included a website redesign, segmentation, automation and promotions that increased website conversions and average order value.
Management of a thriving social media presence and content marketing channels that maximize the reach and life cycle of branded content to drive traffic, engagement, brand awareness and ultimately influence purchasing behaviors.
Developed project management and calendar system used across all winery capabilities to track new vintage releases, bottling dates, wine club activities, new program launches, social media calendar, etc. and increase communication.
SENIOR PRODUCER
PUBLICISSAPIENT | 2012 - MAY 2019
Management of content production across a multi-disciplined creative team with a keen understanding of production processes and ability to work within extremely tight and agile timelines.
Collaborated with creative and account teams to translate strategy/data into executable and agile creative briefs, project plans and content.
Extensive project management with the ability to establish and track timelines, budgets and resources throughout a project lifecycle. Experienced in managing budgets from 10K to 1.5M.
DIGITAL STRATEGY MANAGER
HATHWAY | 2010 - 2012
Development and execution of digital strategies including social media marketing, campaign development, email marketing, online advertising, content creation and SEO for clients across several industries and platforms.
Account management for client projects from start to finish including strategy brief creation, project agreements, consistent project reporting and management and post project documentation.
Extensive copywriting and content creation for internal/external projects including social media and media outreach.
MARKETING MANAGER
ECOTIMBER | 2008 - 2009
Management of all aspects of the EcoTimber brand that included the coordination of a brand and website redesign
Marketing communication management including copywriting, editing and design of printed pieces, blog and social media writing, email newsletter and alert production.
CLIENT MANAGER
SPORTS BASEMENT | 2005 - 2008
Relationship management and business development with multiple clients, vendors, community groups, and members of the media influencing store traffic and new customer acquisition.
Event planning including trade shows, expos, grand openings, races and many in-store events and staff management. Brand management and marketing communication with a strong concentration on media and community relations, involving press release creation, media pitching and marketing collateral creation.
DESIGN & MARKETING ASSISTANT
P&B TEXTILES | BURLINGAME, CA | 2003 - 2004
General support for Design and Marketing departments.
Tasks included design and writing for promotion marketing patterns and collateral, the creation of pattern and colorways for fabric design, and management of color library.
MARKETING ASSISTANT
YMCA OF THE MIDPENINSULA | 2001 - 2003
Project coordination and execution of marketing communication including donor correspondence, monthly President’s Letter, quarterly newsletter
Extensive event planning including facility events, campaign and board dinners and activities, race direction and award ceremonies.
Assisted with extensive media and community relations as well as administrative support to the Vice President of Development.
MARKETING ASSISTANT
MONARCH RECORDS | 2000 - 2001
Produced weekly informational sheets and assisted in production of new artist communication assets.
Assisted in media relations for tour promotion as well as the production of daily and weekly sales reports.
General administrative support for both marketing and sales departments.
EDUCATION
Academy of Art University
BA Graphic Design
San Francisco, CA | 2005
St. Mary’s College
BA Communication
Moraga, CA | 1999
SKILLS
brand management
eCommerce strategy
content strategy
event management
campaign management
content creation/production
graphic design
video editing
social media management
creative direction
paid advertising
public relations
internal communication
influencer relations/management
PLATFORMS & SOFTWARE
Wine Direct
Mail Chimp
Adobe Creative Suite
Google Analytics
Paid Advertising (Meta, Google)
Microsoft Office Suite
Canva
Wordpress
Social Media
CERTIFICATIONS
WSET Level 1
WSET Level 2 (in progress)
Leadership South County