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Work Background
ProvignageDirector of Marketing - Evening Land Vineyards
Mar. 2025 - Oct. 2025
Bonterra Organic EstatesDirector - Fine Wine & Education
Jan. 2023 - Sep. 2024United StatesBonterra Organic Estates – Subsidiary of world-renowned winery Concha y Toro, managing global luxury brands including Don Melchor, Terrunyo, Marques de Casa Concha, and more. During my tenure, I helped shape and lead the U.S. luxury portfolio, delivering sustained growth, building innovative education programs, and strengthening distributor and stakeholder partnerships. Revenue Growth: Reversed a -14.5% dip in 2020 and drove +102% growth between 2020–2023, achieving a 5-year CAGR of 18.3%. Sales Enablement: Launched first-of-its-kind national education programming for 80–95 sales team members and hundreds of distributor partners. Introduced an interactive presentation and quiz platform that deepened portfolio knowledge and positioned our wines for success in specific markets. Distributor Relations: Partnered with RNDC to tailor the luxury portfolio, increasing margin and sales +1% within four months. In California, delivered 18.5% YTD POD growth through targeted training, positioning, and sales support. Stakeholder Engagement: Developed monthly education series for both general and luxury sales teams, reinforcing brand visibility, value, and competitive differentiation across the U.S.
Bonterra Organic EstatesSenior Brand Manager - Luxury Brand Division
May. 2022 - Jan. 2023Channel Expansion Drove Point of Distribution (POD) growth +87% (2020–2023) through direct portfolio management. Delivered +9% revenue growth in 2021 vs. 2020, despite a 40% volume decline, by prioritizing higher-margin items and aligning product awareness with regional profitability. Grew Wine.com business +108% in 2020 vs. 2019, capitalizing on e-commerce demand. Transitioned low-margin Costco sales from 33% to 8% of portfolio in four years, significantly increasing earnings per unit. SKU Rationalization Launched 1 new brand and relaunched 2 existing brands, elevating one from the 4th to 2nd largest revenue driver. Achieved a 51.5% CAGR over five years for that brand, demonstrating the power of repositioning and focused strategy. Volume Growth Implemented an allocation model to cultivate scarcity and maximize margins. Scaled a super-luxury brand from 1,300 units in 2019 to 8,300 in 2022. This brand accounted for 40% of portfolio volume and 71% of revenue during the period.
Bonterra Organic EstatesBrand Manager - Luxury Brand Division
Jul. 2020 - May. 2022
Multnomah Wine StudioManaging Director
Jun. 2020Multnomah Wine Studio helps wineries, distributors, and beverage brands bridge the gap between storytelling and sales. We specialize in digital CRM transformation, marketing strategy, and in-person brand activation — helping clients turn data, education, and authentic engagement into measurable results. Our services fall into two main categories: 🍷 Marketing & Sales Activation In-store wine demos and promotions — educational, engaging, and proven to drive sell-through (averaging 10+ bottles sold per 3-hour demo) Private tastings and wine dinners — curated experiences that connect consumers directly with your brand story Trade education and event support — from staff trainings to portfolio tastings and launch events 💻 Digital Strategy & Brand Consulting CRM setup and optimization (Commerce7, HubSpot, Klaviyo, etc.) Email marketing and automation strategy DTC sales analytics and campaign performance tracking Brand storytelling and content development At its core, Multnomah Wine Studio exists to simplify a world full of wine — translating complex styles and stories into memorable experiences that grow awareness, loyalty, and revenue.
Bonterra Organic EstatesBrand Development Lead - Luxury Brand Division
May. 2019 - Jul. 2020
Bonterra Organic EstatesDistrict Sales Manager OR/WA
Jun. 2018 - May. 2019Portland, OregonReponsibile for: Distributor and account management, retail execution and market
research, internal business management, programming and budgets. Substantial
in-market work with distributor teams and educational seminars on South American
portfolio.
Jackson Family WinesDirect Sales & Marketing Manager - Penner -Ash Wine Cellars
Mar. 2016 - Apr. 2018Newberg, OregonBoutique Pinot Noir specialist founded by Lynn and Ron Penner-Ash in 1998. Nestled in the Yamhill-Carlton AVA of the Willamette Valley. Acquired by Jackson Family Wines in April 2016. Responsible for developing all sales channels driving an incremental $2 million in revenue over two years. Increased the margin of the mix from the mid-30% to 55%+. Drove engagement and lifetime value of wine members with thoughtful inventory management, resulting in significantly enhanced profitability. Grew 12% of sales volume within a year of acquisition.
S&OP development and execution for multiple sales channels aligning with partners in distribution, brand marketing and digital communications to achieve JFW goals to strategically elevate inventory management. Led a 5,000 person wine club with retention rate 2x industry standard. Elevated tiers of membership to reduce shipments while increasing volume in alignment with organizational goals for efficiency and quality delivery. Introduced a Library Release program to rationalize SKUs and employed events to cultivate a tailored member experience around them that was exceptional among peers.
Direct outreach campaign for revamped luxury wine line, doubling revenue of high-end, single release feature. Driver of DtC channel sales and operational sciences, resulting in sustained target KPI growth and insights to spur multi-year business forecasts for DtC channels. +28% revenue growth of DtC YoY and implementation and execution of wine allocation model for premium wines.
Driver of initiatives and lead executor for continued year on year sales growth after acquisition, resulting in 12% sales growth over FY2017.
Wines of ChileUS Market Manager
May. 2015 - Mar. 2016Portland, Oregon AreaNot for profit trade organization promoting 90 Chilean wineries which represent 85% of Chile's exports to US
Responsible for: Agency management, coordination and execution of events, category education and research, and management of partnerships with WholeFoods, Wine.com, Omni Hotel Group and Guild of Sommeliers Brand Awareness | Influencer Strategy Developed and delivered a first-of-its-kind, filmed series - Wine Bar Wars - to drive awareness around Chilean wine and placement in New York and Miami. Across two seasons, this non-traditional means of education engaged 32 industry leading, Guild certified sommeliers to select a team and launch a wine bar in 24 hours. Secured partnerships with Turismo Chile, LAN Airlines, Coravin, Reidel Stemware, and long standing placement with the Somms. Partnered with Omni Hotel Group to develop a Tastes of Chile series, a first-of-its-kind highlight of Chilean cuisine. Brought in chefs and food and beverage directors for training to help them bring the wines to life in the dishes they crafted. Recorded promotional videos to complement the guest experience. Coordinated and facilitated 30+ masterclasses for Guild of Sommeliers chapters across the US. Engaged a multi-year partnership with Legal Seafood, run by a Master of Wine, to deliver a summer Chilean tasting menu and wine pairings. Ideated and executed media placements with outlets from individual bloggers to Wine Spectator, Wine Enthusiast, Wine & Spirits. Facilitated Chilean wine week dedicated placement with wine.com.
Vine ConnectionsNational Chile Manager
Aug. 2013 - Feb. 2015Greater New York City AreaPioneering US importer of boutique Argentine and Chilean wine and premium Japanese Sake, representing over 40 brands since 1999. Tasked with bringing “the New Chile” to life. Inspired by the book The New California, I was hired to launch their Chilean line of wines into the US market, showcase the length and breadth of Chile’s overlooked terrior and sell to the sommelier.
Wines of Chile U.S.A.US Marketing Coordinator
May. 2013 - Sep. 2013Greater New York City AreaResponsible for: Managing trade office during search for US Director position,
leading three agencies and drafting 2014 US strategic plan
Organized and executed inaugural involvement in three restaurant weeks in San Francisco, Miami and Washington DC cementing organization’s future partnerships Managed all invoicing, expenses and accounting for $2 million office budget and developed organizational systems to increase efficiency and improve accuracy Prepared monthly and quarterly data analysis and reports for importers and wineries using Gomberg, Nielsen, IRi and Intelvid data, which provided rationale and context for 2014 strategic plan
Puro WineWine Educator
Aug. 2012 - May. 2013Greater New York City AreaNew York based company established in 2009 to sell and promote the best
products of Chile
Responsible for: Creation and implementation of wine class model for consumer
wine tastings
Transformed struggling wine class into profitable model leading 25 classes for over 1,000 attendees resulting in an increase in sales of 40% over evening average and greatly increasing target consumers to premium Chilean wine
Wines of Chile U.S.A.Marketing Assistant
Jun. 2011 - May. 2013Greater New York City Area• Managed all invoicing, expenses and accounting for $2 million US office budget
• Coordinated with importers and wineries for 40+ internal and external events yearly. Provided wineries and importers thorough recaps and analysis' for events
• Supported marketing strategy and mission by preparing monthly and quarterly data analysis and reports for importers and wineries; including: Gomberg, Nielsen, IRi and Intelvid data
• Supported Executive Director as needed
Restaurant MarseilleServer
Aug. 2010 - May. 2011New York, New York, United States
Sweet Cheeks WineryTasting Room Associate
Aug. 2009 - Jun. 2010Delivered exceptional hospitality through guided tastings, wine education, and club/member sales. Supported direct-to-consumer operations including POS transactions, order fulfillment, and deliveries to customers and trade partners. Assisted with harvest activities: grape sorting, fermentation management (pump-overs/punch-downs), sanitation, and basic cellar work. Maintained product knowledge, inventory accuracy, and a clean, welcoming environment to enhance guest and customer experiences.
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