MICHELLE EGAN
Napa,CA
Summary
Experienced, passionate, results-driven leader in direct-to-consumer and brand management with expertise in luxury wine brands. Extensive experience in brand/consumer communications, sales programs, product innovation and introductions, pricing, Direct to Consumer channels, and supply chain management. Successful track record in leading teams to drive market share increased sales and develop effective marketing strategies.
Overview
24
24
years of professional experience
1
1
Certification
Work History
Wine Marketing & DTC Consultant
Egan Wine Co.
07.2023 - Current
- Develop innovative strategies for clients, resulting in increased revenue and business growth.
- Streamline internal processes to enhance team efficiency and improve overall project outcomes.
- Collaborate with cross-functional teams to successfully deliver comprehensive solutions for clients.
- Assist clients in navigating complex industry challenges, offering expert guidance and strategic recommendations.
- Provide ongoing support to clients post-implementation, ensuring long-term success of implemented solutions.
Vice President, Marketing & DTC
Terlato Wine Group
01.2020 - 05.2023
- Reported to President/COO, directly responsible for all Direct-to-Consumer sales and marketing for Family Brands Estates which includes Chimney Rock, Rutherford Hill, Sanford Winery, and Klipsun, along with developing long term E-Commerce and digital strategy.
- Responsible for Marketing budget of $1.5M and DTC P&L budget of $19.5M.
- Led development of strategic marketing plans to raise awareness and drive sales growth.
- Responsible for leading team of 30 employees between Marketing and Direct to Consumer teams.
- Evaluated product development strategies for Rutherford Hill Winery and prepared alternative approaches to re-launch brand and consumer experience in 2023.
- Demonstrated proficient leadership skills to motivate employees and build competent teams.
- Enhanced company profitability by implementing strategic business plans and optimizing operational processes.
Vice President, Sales & Marketing
Realm Cellars
10.2018 - 12.2019
- Reported to Managing Partner, directly responsible for all Direct-to-Consumer sales (80% of business), Wholesale trade relationships (Domestic and International), setting long-term sales strategy, along with designing, recruiting, hiring, and managing Sales & Marketing team.
- Led team to highest and most successful Spring and Fall offerings (allocations) in 2019 which resulted in business achieving its revenue plan.
- Developed 3-year Sales & Marketing business plan focused on growing brand awareness through tactics such as partnerships, increasing Membership conversion and retention rates through new CRM platform, and developed innovation plan to fuel organic growth through new wines and sales technology.
- Responsible for researching and developing roadmap for new E-commerce and CRM platform; including hiring and leading implementation team to convert from current platform to Salesforce.
- Assisted Managing Partner on integration of newly acquired brand, Kata, and introduced additional offering to Realm members.
- Established performance goals for department and provided methods for reaching milestones.
- Engaged with customers to effectively build rapport and lasting relationships.
Vice President, Marketing & DTC
Constellation Brands
06.2015 - 10.2018
- Reported to the Chief Marketing Officer, directly responsible for P&L and marketing strategy of TRU Estates & Vineyard fine wine portfolio, as well as managed Winery Visitor Centers, Trade Hospitality programs, Wine Clubs, E-Commerce, and brand Public Relations team.
- Developed and executed marketing strategy for five brands to drive 517k case depletions and $56M revenue.
- Marketing lead for integration plans of newly acquired brands, Meiomi (grew from 600,000 cases to 1M cases in first year of ownership), The Prisoner Wine Company, and Schrader Cellars.
- Manage Direct to Consumer business including six Wine Clubs and eight E-Commerce sites.
- Directly responsible for growth and programming of eight Winery Retail Rooms which accounted for seeing over 200,000 guest and $16.5M in annual revenue.
- Managed Hospitality team which hosted and educated 65,000 trade, media, and distributor guests.
- Executive Director of To Kalon Council (internal) which set strategies for how best to utilize 450 acres of To Kalon Vineyard thru allocation, quality, branding, and new product development.
Director of Marketing
Constellation Brands
03.2012 - 06.2015
- Managed team of four Marketing Managers who were responsible for brand marketing of seven luxury brands: Robert Mondavi Winery, SIMI, Franciscan Estate, Mount Veeder Winery, Wild Horse Winery, Inniskillin, and Jackson-Triggs.
- Directly responsible for developing strategies that transformed trade and media impressions of Constellation Brands luxury portfolio.
- Direct brand management, product launches, digital/mobile, sales collateral, and event marketing.
- Established new allocation and pricing strategy with VP of Luxury Sales for highly sought-after and small-production wines.
- Developed and executed Luxury Portfolio programs such as Omega Council, educational three-day seminars for internal and distributor employees, and two years of winemaker road shows (PR1MA).
Marketing Manager
Constellation Brands
06.2008 - 03.2012
- Managed $1.5m discretionary marketing budget to plan and lead integrated consumer, channel, and customer marketing plans for five brands – SIMI, Franciscan Estate, Mount Veeder Winery, and Inniskillin.
- Collaborated with SIMI and Franciscan Estate hospitality teams to develop new trade programs to ensure seamless brand messaging.
Associate Marketing Manager
Constellation Brands
10.2007 - 06.2008
- Executed and managed launch of Solaire by Robert Mondavi, first new tier within Robert Mondavi family of wine in 14 years.
- Managed budget allocation and resource utilization to maximize marketing ROI.
Associate Marketing Manager
E&J Gallo Winery
01.2007 - 09.2007
- Successfully launched Mac Murray Ranch Central Coast Pinot Noir to achieve volume and accounts purchasing objectives.
- Responsible for managing multi-million-dollar A&P budgets for Gallo Family Vineyards Sonoma and Mac Murray Ranch.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets, and sales plans for business segments.
Assistant Marketing Manager
E&J Gallo Winery
01.2006 - 12.2006
- Developed and presented to Senior Management strategic marketing brand plans.
- Managed the sales communication and execution of Gallo Family Vineyards Sonoma Reserve re-positioning, including events, crew drive, pricing, and promotions.
Marketing Project Manager
E&J Gallo Winery
02.2005 - 12.2005
Trade Marketing Manager
Gallo Wine Company
12.2003 - 01.2005
Fine Wine Area Sales Manager
Gallo Wine Company
08.2001 - 11.2003
Sales Representative
Gallo Wine Company
07.2000 - 07.2001
Education
Bachelor of Science - Marketing
University of Arizona, Eller School of Business
Tucson, AZ05.2000
Skills
- Marketing
- People Leadership
- Brand Development
- Competitive Intelligence
- E-Commerce
- Analytical Thinking
- Strategic Planning
- C-Level Relationship Management
- Business Planning
- Staff Management
- Portfolio Strategy
- Consumer Insights
Certification
Certified Specialist of Wine
WSET, Level 2
Vintage Series Degree, UCLA Extension
Affiliations
Battonage, Mentor for Level 1 & 2 (2021 - current)
Do It for the Love, Board Member (2018 - current)
Oakville Winegrowers, President and Board Member (2016 - 2018)
Accomplishments
Completed 12 marathons including the 6 World Marathon Majors
Timeline
Wine Marketing & DTC Consultant
Egan Wine Co.
07.2023 - Current
Vice President, Marketing & DTC
Terlato Wine Group
01.2020 - 05.2023
Vice President, Sales & Marketing
Realm Cellars
10.2018 - 12.2019
Vice President, Marketing & DTC
Constellation Brands
06.2015 - 10.2018
Director of Marketing
Constellation Brands
03.2012 - 06.2015
Marketing Manager
Constellation Brands
06.2008 - 03.2012
Associate Marketing Manager
Constellation Brands
10.2007 - 06.2008
Associate Marketing Manager
E&J Gallo Winery
01.2007 - 09.2007
Assistant Marketing Manager
E&J Gallo Winery
01.2006 - 12.2006
Marketing Project Manager
E&J Gallo Winery
02.2005 - 12.2005
Trade Marketing Manager
Gallo Wine Company
12.2003 - 01.2005
Fine Wine Area Sales Manager
Gallo Wine Company
08.2001 - 11.2003
Sales Representative
Gallo Wine Company
07.2000 - 07.2001
Bachelor of Science - Marketing
University of Arizona, Eller School of Business
Certified Specialist of Wine
WSET, Level 2
Vintage Series Degree, UCLA Extension
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