unlock the potential in your Business
With expert marketing consulting tailored to wine businesses and professionals
Story
Marketing should be about more than just moving bottles. I am driven to help businesses connect with their audiences in meaningful ways.
At the core, I am a cultural anthropologist and enophile. I combine my passion for wine with the expertise to uncover human patterns - allegiances, beliefs, and data points - that become compelling stories, evolving wine brands and changing how stakeholders see. I ground these narratives in relevant socio-economic and cultural contexts to ensure the greatest impact on wine business decisions.
Approach
My background is strategic consulting in the tech sector, media and entertainment, finance and fintech, and CPG. My best work is in innovation initiatives, brand strategy, and creative messaging based on custom-designed international and domestic learning programs. I bring two decades of global marketing and research experience, spanning the Americas, Europe, and Asia-Pacific in developed and emerging markets.
Service
SUBJECT MATTER EXPERTISE
I take the time to understand your business and competitive context deeply. I develop proprietary insights, including audience definition and messaging – figuring out the right and relevant way to engage your constituencies. And, I support internal analytics and data-science activity.
PATTERN DISCOVERY: Pattern is the plural of insight: As we connect insights, a larger construct begins to form. I employ patterns-thinking to understand the evolving challenges in the wine industry and create evaluative and predictive frameworks to guide decision-making.
THE AH-HA!
I identify an actionable, ownable "ah-ha!" that anchors ideation, informs creative development, and drives design work. I create meaningful narratives from insights to guide creative work through development, testing, and execution.
Wine Marketing Services
Brand Strategy
Primary Research
Market Insights
- Brand and campaign architecture
- Messaging hierarchy and framework
- Target audience messaging framework
- Proof points and reasons-to-believe
Market Insights
Primary Research
Market Insights
- Company and competitive landscape
- Industry trends
- Opportunity and white space analyses
- Future-scaping
- Trendspotting
Primary Research
Primary Research
Audience Definition
- Influencer/expert bespoke panel-based qualitative
- Quick-turn, mobile-first, media-rich testing, evaluation, verification
- “Rockstar” SME interviewing
- Full-service qualitative and quantitative program development
Audience Definition
Audience Definition
Audience Definition
- Persona development, including audience situation/context, customer pain points identification, keyword generation
- Audience identification, definition, refinement
Account Insights
Audience Definition
Account Insights
- Account-based Marketing
- Segmented 1:Many (sales & distribution: persona-based & personalized)
- 1:Few (persona-based & personalized)
- 1:1 (customized & personalized)
how these services drive your business
Successful Marketing
Cohesive, effective marketing strategy creates a singular brand voice, maintains a consistent customer experience, and - most importantly - establishes an intimate understanding of your audiences for your internal teams. It is the basis for success in:
DTC & Visitation
- On-site hospitality
Cohesive, effective marketing strategy creates a singular brand voice, maintains a consistent customer experience, and - most importantly - establishes an intimate understanding of your audiences for your internal teams. It is the basis for success in:
DTC & Visitation
- On-site hospitality
- Multiple-touchpoint customer experience & engagement
- Consumer education
- Customer acquisition & retention
- E-commerce experience
- Employee development & retention
- Internal brand management
Sales & Distribution
- Stakeholder mapping
- Brand & product differentiation
- Distribution relations/increasing loyalty & reach
- Managing rapidly changing consumer preferences
- Sustainability strategy development
Content Creation
- Digital & social media copy
- User-generated content strategy
- Branded articles
- Website content
- Keyword search mapping
- Editorial strategy
- Blogs
- Campaign narrative dev
- Advertising copy
Creative Development
- Ideation
- Brand architecture
- Creative territory development
- Concepting
- Campaign development
- Campaign directions
- Advertising execution (cross-channel)
Media Strategy
- Public relations
- Media selection/channel choice
- Budget allocation
- Media planning – tools, reach, frequency
- Creative alignment/emerging media adaptation
- Evaluation criteria
