Expertise

Every winery is different. The work isn’t applying a template—it’s identifying what will actually move your business and building from there.

Whether you’re starting from scratch, working with a small team, or trying to get more out of what you already have, I step in where it matters most—bringing the right mix of strategy, structure, and systems to create immediate impact and long-term leverage.

Lean Marketing Organizations

Whether you have no dedicated marketing team or a small one stretched across everything, the goal is the same: make marketing work without adding unnecessary overhead.

I help wineries build the right structure for where they are—combining the right people, partners, and tools to create a function that’s efficient, focused, and scalable.

Define what needs to be owned in-house vs. outsourced
Build a right-sized team structure—or create one from scratch
Implement simple, integrated tools that reduce manual work
Streamline workflows so effort translates into output

From → To:
From ad hoc, reactive marketing—or an overwhelmed small team → To a clear, efficient structure that delivers consistent, measurable results without adding bloat

Brand Positioning & Visibility

Whether you’re an emerging winery trying to stand out or an established brand that’s lost clarity, being “good” isn’t enough. You need a point of view that’s distinct—and consistently expressed.

I help wineries crystallize what makes them different and ensure that positioning shows up clearly across every touchpoint, from story to shelf to media.

Define a differentiated brand position that resonates with your ideal customer
Align messaging across channels, tiers, and audiences
Use AI-driven tools to match your story with the right media opportunities
Build visibility systems that drive awareness and demand

From → To:
From a brand that blends in or feels inconsistent → To a clear, compelling position that earns attention and drives engagement

Path to Purchase Design

Whether you’re relying on DTC, distribution, or a mix of both, growth depends on how easily customers can move from interest to purchase.

I map and connect that journey—while identifying new opportunities to reach and convert buyers beyond your current channels.

Map key touchpoints from discovery through conversion
Align marketing, DTC, and distributor efforts
Identify and open new purchase paths, including 4th tier and affiliate channels
Build reporting that ties activity to revenue outcomes

From → To:
From disconnected efforts and missed opportunities → To a clear, connected path that drives conversion and unlocks new sources of revenue

Targeting & Attribution

Whether you’re investing modestly or at scale, every dollar needs to work harder. That starts with reaching the right audience—and balancing demand generation with demand capture to drive both growth and efficiency.

I help wineries focus their efforts, build new demand, and convert existing interest more effectively—while gaining clear visibility into what’s actually driving results.

Define and target high-value audiences, including core and new-to-brand segments
Build demand generation strategies that expand reach and bring new buyers into the funnel
Strengthen demand capture to convert interest and increase recency, frequency, and monetary value
Refine media strategy for precision and efficiency
Implement practical attribution to guide decisions and optimize spend

From → To:
From broad outreach and unclear ROI → To a balanced system that drives new customer growth while maximizing the value of existing demand

Trade & Distributor Strategy

Whether you’re building distribution or trying to gain traction in-market, success depends on more than getting listed—it requires a clear, forward-looking plan that helps your partners sell.

I help wineries build a distribution marketing lifecycle—equipping sales teams with strategies, programs, and tools they can confidently take to market 12–18 months out.

Develop sell-in and sell-through programs aligned to dis
tributor timelines
Equip reps with compelling tools, messaging, and activation ideas
Align priorities with key markets, SKUs, and seasonal opportunities
Build a pipeline of programs that sustain momentum over time

I also bring a working knowledge of modern retail and trade marketing platforms—translating complex tools into practical programs that actually sell wine.

Retail media and in-store networks (Vestcom, Looma)
Shopper data and targeting platforms (Surfside, Pear Commerce)
Digital couponing and promotion strategies
Tastry-powered profiling and pairing insights
Emerging tools that connect data, discovery, and conversion

From → To:
From reactive, short-term trade support → To a structured, forward-looking distribution strategy that drives consistent sell-through across channels

DTC & Ecomm Growth

For most wineries, DTC isn’t just a channel—it’s the backbone of the business. It’s where margin lives, where relationships are built, and where long-term value is created.

I help wineries build and operate DTC ecosystems that keep customer databases and club memberships engaged, active, and growing—turning one-time buyers into loyal advocates.

Design integrated marketing ecosystems across email, social, web, affiliate, and club
Activate customer databases with targeted offers, content, and experiences
Build and sustain wine club membership through retention and engagement strategies
Develop advocacy and referral programs that turn customers into ambassadors
Optimize conversion and lifecycle performance across every touchpoint

Owned audience = control in an uncertain market.

From → To:
From transactional, inconsistent DTC performance → To a fully activated ecosystem driving engagement, loyalty, and predictable recurring revenue

Not everything.
Just what works.