Debra Neong
Windsor,CA
Summary
Passionate & results-driven marketing professional with 12 years of experience in the beverage industry. Specializing in brand development, strategic marketing, and project execution. Instrumental in building and elevating brands through innovative campaigns, storytelling, and consumer engagement. Demonstrated ability to foster relationships with clients, vendors, and internal teams. Recognized for energy, organization, and accountability in delivering results-driven strategies that resonate with diverse audiences. Committed to continuous growth, creativity, and making a meaningful impact in the industry.
Overview
18
18
years of professional experience
Work History
Brand Manager
Crimson Wine Group
Healdsburg, California
10.2021 - 06.2025
- Spearheaded brand marketing for Seghesio Family Vineyards and Archery Summit Winery, aligning brand storytelling and go-to-market strategies across DTC, digital, and wholesale channels.
- Directed the $4.5M renovation and grand reopening of the Archery Summit Tasting House, resulting in a 30% year-over-year increase in visitation and revenue through elevated guest experiences, refined PR, and targeted communications.
- Developed and executed comprehensive brand plans encompassing e-commerce, national advertising, influencer partnerships, and in-store retail campaigns.
- Created immersive tasting room experiences and culinary activations grounded in each winery’s brand archetype (Caregiver for Seghesio, Hero for Archery Summit).
- Led packaging redesigns and market introduction strategies, including the national launch of Vireton (10,000-case tier) and a limited-edition 30th Anniversary Pinot Noir at $195/bottle.
- Drove consistent double-digit visitation growth through digital and experiential campaigns using Tock, Google Ads, Meta, and local media.
- Conducted detailed performance analysis using Nielsen, IRI, and Circana data to guide pricing, positioning, and regional expansion strategies.
- Collaborated cross-functionally with winemaking, sales, PR, and creative teams to ensure unified brand voice and campaign execution.
- Directed media relations and awards submissions, securing 70+ 90-point scores, including Wine Spectator’s 2024 “Top Value Wine” for Seghesio and an invitation to the prestigious New York Wine Experience.
- Generated over 6MM+ annual earned media impressions through strategic PR outreach and placements across digital, print, and broadcast.
- Chaired the company’s DEI Committee, launching inclusive recruiting strategies and internal initiatives that deepened employee engagement.
- Presented quarterly brand performance insights to senior leadership, showcasing progress against KPIs and justifying ongoing investment.
- Conducted market research and trend analysis to identify evolving consumer preferences and inform future brand planning.
Associate Marketing Manager
Spire Collection, Jackson Family Wines
Santa Rosa, California
03.2017 - 10.2021
- Played a key role in launching Legacy, an offshoot of the Stonestreet portfolio, helping shape positioning, packaging, and GTM strategy to bring a new luxury-tier offering to market and deepen the estate’s storytelling.
- Part of the core team that led the complete rebrand and relaunch of Maggy Hawk, overseeing packaging redesign, refreshed brand storytelling, and updated DTC and wholesale strategies to strengthen brand recognition and elevate its position within the Spire Collection portfolio.
- Organized and hosted Distributor Master Classes for regional and national partners, deepening education around brand identity, vineyard sourcing, and winemaking philosophy to boost sales team confidence and accelerate market traction.
- Developed sales enablement tools including brand decks, fact sheets, talking points, and seasonal programming kits to ensure a consistent, compelling narrative across all touchpoints and empower sales teams to represent the portfolio with clarity and impact.
- Worked cross-functionally with teams across DTC, procurement, winemaking, finance, and legal to ensure seamless brand alignment, operational execution, and market readiness across all brand initiatives.
- Worked closely with PR teams to submit wines for critical scoring, editorial coverage, and media opportunities, helping to drive third-party brand awareness and elevate brand prestige within the luxury wine category.
- Built and executed annual 360° brand plans incorporating digital, PR, promotions, and live events to drive engagement and awareness among both trade and consumer audiences.
- Monitored and analyzed key performance metrics including depletions, shipments, channel mix, and velocity to inform strategy and optimize market support.
- Maintained oversight of key financial components including marketing budgets, sales forecasting, and COGs, ensuring plans were strategically sound and fiscally responsible.
Marketing & DTC Manager
Wilson Artisan Wineries - St. Anne's Crossing Winery
Sonoma County, California
05.2015 - 03.2017
- Managed all DTC Sales Channels, including tasting room, e-commerce, telesales, wine club and events.
- Increased net wine sales through all channels by 30% (avg) in 2016 and fostered a 108% increase in gross revenue to $1 million.
- Planned and executed effective pricing strategies
- Analyzed monthly sales reports for all channels including ROI metrics and sales analysis.
- Developed, designed and executed all marketing and PR strategies.
- Hired, trained, motivated and supervised a team of 6
- Planned and executed 18+ major events per year with attendance ranging 40-200 people.
- Oversee inventory management, depletion, wine club allocations and valuation reporting for 32+ SKUs.
- Wine club management of 800 members including fortifying member relations and implementing high-end programs and events.
- Increased wine club by 35%
Marketing & Assistant Manager
Wilson Artisan Wineries - Matrix Winery
Sonoma County, California
06.2014 - 05.2015
- Executed biannual and quarterly wine club shipments and events; including inventory management, collateral, club shipment emails.
- Developed strategic plans to strengthen wine club member retention and enrollments. Assisted with long-term club objectives: member acquisition, retention, and reactivation.
- Maintain club database with accurate and detailed data entry.
- Track and report wine club revenue and projections.
- Maintain e-Commerce website.
- Supported marketing operations including media campaigns, promotions and projects.
- Arranged and coordinated special events, projects and email campaigns.
- Maintained and created all wine cub and tasting room marketing materials.
Social Media Specialist & Tasting Room Associate
Thumbprint Cellars
Healdsburg, California
03.2013 - 06.2014
- Increased website traffic along with e-Commerce sales.
- Created and implemented successful social media programs.
- Increased our Facebook likes and Twitter followers by 30% within 9 months.
- Effectively sold wine and wine club memberships to customers.
- Educated customers and trade about our brand and quality of products.
- Maintained knowledge of winery and multiple SKU's.
Commercial Insurance Underwriter
Pacific Coast E & S Insurance Services
Santa Rosa, California
12.2007 - 03.2013
- Licensed in Commercial Property, General and Professional Liability: License number: 0G92583.
- Reviewed, analyzed, selected and assessed price risks.
- Communicated acceptance or rejection of risks with agents.
- Educated, trained and coached agents on products and programs.
- Promoted and marketed our current products to clients - new and current.
- Coordinated and participated in promotional activities and trade shows.
Education
Bachelor of Science - Business Administration & Marketing
San Francisco State University
San Francisco, CA01.2014
Associate of Science - Business Administration
Santa Rosa Junior College
Santa Rosa, CA01.2012
Level 1 Certification
The Court of Sommeliers
05-2018
Skills
- Brand Development and Management
- Strategic Planning
- Digital Marketing Strategies
- Financial Forecasting and Budgeting
- Data & Market Analysis
- Cross Functional Team Management
- Strong PC & Mac Skills
- Partnership development
- Event Planning and Execution
- Customer Relationship Management (CRM)
- Project Management
- AI-Powered Marketing Tools (eg, ChatGPT, Jasper, Midjourney, Perplexity)
Timeline
Brand Manager
Crimson Wine Group
10.2021 - 06.2025
Associate Marketing Manager
Spire Collection, Jackson Family Wines
03.2017 - 10.2021
Marketing & DTC Manager
Wilson Artisan Wineries - St. Anne's Crossing Winery
05.2015 - 03.2017
Marketing & Assistant Manager
Wilson Artisan Wineries - Matrix Winery
06.2014 - 05.2015
Social Media Specialist & Tasting Room Associate
Thumbprint Cellars
03.2013 - 06.2014
Commercial Insurance Underwriter
Pacific Coast E & S Insurance Services
12.2007 - 03.2013
Bachelor of Science - Business Administration & Marketing
San Francisco State University
Associate of Science - Business Administration
Santa Rosa Junior College
Level 1 Certification
The Court of Sommeliers