2010 | Bachelor’s of Science - Wine & Viticulture (Business Specialization), California Polytechnic State University, San Luis Obispo

Outside of getting a college degree - I met my husband at a bike club meeting, studied abroad in Spain and worked several harvests in wineries in Paso Robles, CA - it was great!

2010 - 2013 | General Manager, Booker Vineyards

From tasting room associate to General Manger, I participated in every aspect of wine making. Overseeing various elements of the business including B2B and D2C Sales, all Brand Communications, Tasting Room Management, Staffing, National Distribution, Inventory, Operations and Wine Club Management.

• Drove all D2C sales totaling $2 million – sold all available inventory

• Maintained 80% of existing wine club membership YOY and added 500 + new members – Resulted in 65% increase in sales

• Oversaw day to day operations – increased Tasting Room sales 55% YOY

• Created all branded communications and marketing assets

Accolades

• Top Rated Wines per Wine Spectator, Wine Advocate, Tanzer and Vinuous

2013 - 2014 | Marketing + Event Coordinator, Visit SLO County

Part of the organizing team that ‘Brought the West to Life’ at Sunset SAVOR the Central Coast, one of the top culinary events in California, co-branded with Sunset Magazine. My role involved year-long advanced strategic planning, development, vendor management and implementation for the 2013 and 2014 events.

• Hosted 12,000 + attendees over 4 days – generating positive economic impact for SLO County and its businesses

• Recruited and managed 150 + wine, spirits, brewery, food, and artisanal product vendors – establishing an 80% retention rate YOY

• Created all communications, promotions, and marketing assets

Accolades

• Top 5 CA Wine Festivals | Huffington Post

• Best Epicurean Event | FAME Awards

• Outstanding Event | TASTE Awards

2014 - 2015 | International Travel, America, Canada + Thailand

In 2014 I got married, decided to take an epic honeymoon and saw more of North America and Thailand than I could of ever dreamed of!

• America | Called a Tacoma with a pop top tent home, brought our dog, Roo (found and kept another dog, Indie), traipsed over 35+ states, visited as many National Parks as possible and only got 1 flat tire.

• Canada | Visited 5 provinces, saw Niagra Falls from the Canadian side, climbed glaciers and braved the turquoise waters from glacial run-off (very chilly BTW).

• Thailand | Spent a month eating any dish put in front of me and touring the back roads on a motorcycle.

2015 - 2017 | Marketing + Communications Manager, Hi-Tec + Magnum Boots

As the voice to the US trade and consumer market places I was responsible for all marketing activities for both brands. I worked closely with the executive management team, sales force, and global counterparts to lead the go-to-market strategies, positioning and activation plans for the US group. My key responsibilities included:

• Develop and implement the US marketing plans annually

• Day to day management of the Marketing, E-Commerce, Creative Design teams and agencies

• Plan, manage, and execute all trade, consumer and internal events – oversaw 21 separate events during tenure

• Managed and oversaw all budgetary functions pertaining to Marketing, Events, and E-Commerce

• On a fun note, I was a Hi-Tec shoe model at the Zappos studio in Las Vegas.

Hi-Tec Sports + Magnum Boots - Brand Positioning + Growth

• #1 selling hiking boots for men, women and kids on the US market in 2017

• Hi-Tec was the 4th largest outdoor brand with 59% growth over 2016

• 2016 | Combined, both brands increased market share by 172%

• 2016 | Combined, the wholesale business increased 63%

*The US division of Hi-Tec was sold to the Eastman Footwear Group in 2017 and since I didn’t desire to move to NY, became available for new opportunities.

2017 | Project Manager, DYNE Sports

Contract role based in Portland, OR working with Christopher Bevans, former Creative Design Director at Nike, as Project Manager to lead in brand and product development for the F/W 2018 and S/S 2019 lines.

2017 - 2023 | Product Development & Marketing, Weruva

Responsible for developing, implementing, and executing successful marketing strategies for parent brand and sub-brands under the Weruva umbrella. Alongside, developing Weruva's expansive product offerings from ideation all the way to market. Day-to-day tasks include maintaining brand cohesiveness, managing, and coordinating marketing and creative team, liaising with the sales team, market research, liaising with media and advertising agencies, coordinating industry shows, connecting with manufacturing partners and maintaining budgetary requirements.

Highlights

• Team Lead that developed the following food lines at Weruva;

  1. Cat - All Pate lines, Kitten lines, Wx line, Stew line, B.F.F. OMG! line (and products that are entering the cat food space in 2024)

  2. Dog - Meals ‘n More line, B.F.F. Fun Size Meals line

• Point person for all communication pertaining to product development from our manufacturing partners based in Thailand.

• Oversaw the execution of all industry events (company-wide).

• Expanded the Marketing team from a 2 person “team” to a full fledge department that now liaises with contractors, PR, media agencies and more.

2023 - Present | Strategic Account Manager, Weruva

In 2023 I transitioned from Marketing to Sales, where I am the Account Manager of PetSmart. This involves strategic account management, coordinating efforts between Marketing, Inventory & Logistics, and Finance internally, as well as, with PetSmart’s counter parts. I oversee our Joint Business Plan (JBP), marketing, promotional calendars, vendor compliance, communications (internally and to PetSmart) whilst maintaining budgetary requirements.

Highlights

• PetSmart Business | 10.5 Million in Annual Sales in first year

• Most successful cat food launch to date (entered PetSmart in 2023)