I am a self-employed consultant/contractor offering services related to winery marketing, social media, and DTC management. I have over 6 years in the wine business, and have worked with some of the smallest and some of the largest wineries in the business.
I operate out of my office in the Santa Cruz area, but I have clients throughout California and the US.
In addition to services related to wine, I am also versed in marketing and talking about all beverages, food, and travel (both budget and luxury).
Below is a sample list of services. I am available for short-term and long-term projects, and offer flexible pricing solutions that make my services an attractive alternative to adding additional staff to your payroll.
Please visit my website:
boutiquewinesmgmt dot com
A detailed resume can be provided upon request as well.
Marketing & Communications
- POS material design
- Website copywriting & management
- Social Media building & growth
- Social Media training
- Blog writing
- Video production
- Press Release writing
- Increase press & exposure with relevant writers and wine bloggers
- Have an on-call brand ambassador for tastings and events
Direct To Consumer (DTC) Sales Management
- Grow & Manage Wine Clubs
- Maximize On-line Sales
- Develop Creative & Innovative Tasting Room Programs
- Mystery Shopping
- Professional Event Coordination
- Direct Shipping Fulfillment
- Tasting Room Design & Development
General Operational Management
- Short & Long term project management
- Business organization & office administration
- Create procedures and protocals to maximize efficiency
- Manage winery compliance
Bachelor of Arts - Political Science & Philosophy
1995 - 1999
Boutique Wines Management Company
Owner / Consultant
2007 - Present
Consult with various independent wines & cheese labels on marketing initiatives, PR campaigns and events strategies in order to increase brand recognition
Consulted on the launch of a boutique and high-end, single vineyard Pinot Noir; forecasted needs for wholesale v direct sales channels, and assisted in the implementation of both
Develop direct & electronic mailings, social media & PR campaigns, event programs, pricing matrix, and web-site copy for wineries
Assisted with the development and launch of an allocated wine club. Sourced appropriate wine club software and coordinated the integration of software with on-line store.
Event Coordination for public openings at winery as well as private functions
Authored creative tasting notes for wines used by wineries for their club and direct channels
Bonny Doon Vineyard
Director Of Hospitality / Project Manager
2007 - 2009
Department head & director of a profitable tasting room, restaurant, and retail store
Responsible for a staff of approximately 20, including an executive chef and kitchen staff, front of house managers, event managers, tasting room staff and food servers.
Implemented organizational, efficiency, and safety systems to increase revenue, decrease loss, and provide a safe and memorable experience for all guests and visitors
Part of the senior management team; work with owner, winemaker, and other key figures to develop and forecast wine release and sales strategies
Responsible for all facility marketing, point of sale materials, public relations and advertising campaigns as well as non-wine merchandising and floor displays
Work in conjunction with the wine club, e-commerce, and winery marketing managers to promote, build and grow consumer direct sales
Project Manager for construction, development, and implementation of new, state-of-the-art 4500 square foot tasting room and restaurant called â€śThe Cellar Doorâ€ that opened November, 2008
Worked with the business owner, designers, architects and contractors on the design and construction of the facility
Coordinated with the city, architects, and contractor to obtain all relevant permits and approvals
Designed programs of offerings, including tasting programs, new concept wine & food pairing menu, and comprehensive event programs; responsible for implementation in a cost effective and profitable manner
Successfully transitioned hospitality staff into new roles and new location
Business to Business Development Manager; responsible for corporate outreach and sales
Regularly partner with companies such as Google; coordinate on and offsite events for partner employee retention programs
Recently networked a connection that resulted in an on-air/Skype wine tasting for Randall Grahm and Oprah on the Oprah Show
Project Manager for â€śDay of the Doonâ€ and other winery special events.
Act as winery spokesperson at trade events, public events, and assist the Sales Department as needed.
Worked with CFO to develop department budgets, and presented quarterly reports to the B.O.D.
Initiated Bonny Doon Vineyard's involvement in Social Media platforms. Created both its Facebook and Twitter presence as well as nurtured our involvement and exposure on yelp.com.
Achieved over 100 reviews on yelp
The Mountain Winery
Assistant General Manager
2005 - 2007
Managed and oversaw every aspect of operations including concerts, corporate & wedding event sales and execution, tasting room operation, wine club programs, and budgeting for the winery.
Managed all event and concert sales staff; forecasted and budgeted event profitability in order to meet winery sales goals
Oversaw all FOH & BOH operation; developed event packages, forecasted staffing needs and ensured successful execution of all events
Acted as Manager on Duty during concerts â€“ attended by 1700 guests. Responsible for two full-service restaurants and six full service bar outlets as well as artist and production coordination
Reserve Club Manager / Concierge â€“ benefiting the Kidâ€™s Foundation
Responsible for the development of $250,000 in donations per concert season
Responsible for the sale of $600,000 in concert ticket revenue to the Foundationâ€™s members
Coordinated special events for members, and acted as a concierge during the concert season for high profile clients
Responsible for the management of 25 â€“ 70 employees, depending on the time of year
Coordinated complex staff scheduling and coordinated the calendars for events, concerts, and production
Was the liaison between the winery and LiveNation â€“ the artist and concert production company