Denise Roach
Windsor,CA
Summary
Strategic, results driven marketing executive with nearly 20 years of experience delivering and executing exceptional marketing plans and innovation strategies to deliver profitability and enhance brand image. Results-oriented and collaborative professional bringing expertise in brand management with proven history of exceptional communication and leadership skills. Expertise in identifying or creating the personality of each brand, from luxury to commercial, and translating it into persuasive marketing and sales programs ultimately leading to brand profitability.
Overview
19
19
years of professional experience
Work History
Director of Marketing
Foley Family Wines
12.2012 - Current
- Responsible for all marketing, planning and execution of Foley Family Wines domestic brands including Chalk Hill Estate, Banshee Wines, Roth Estate, The Four Graces, Acrobat Wines, Silverado Vineyards and more which consistently outperform in there category.
- Led and executed comprehensive strategic and marketing brand plans that consistently achieved targets for increased revenue including Banshee which experienced +62% increase in dollar sales from 2022 to 2023, depletion growth +27% and 3x Hot Prospect brand award recipient.
- Manage annual marketing budget in excess of $1 million ensuring maximized ROI.
- Successfully onboarded 9 brands from 2012-2023 and reinvented brands when necessary, ultimately generating increases in both dollar sales and depletions.
- Led growth, strategy, packaging and creation of brand DTC programs including The Four Graces generating brand revenue +43% vs. previous year.
- Utilize excess fruit and drive sales of existing brands by building relationships with accounts through creation of compelling private labels.
- Developed and implemented successful marketing strategies to increase brand visibility and sales performance.
- Identify trends and opportunities through market analysis and data.
- Created compelling on-brand 360° programs to drive both dollar and volume growth within wholesale (on and off premise) and DTC and track KPIs.
- Trade marketing expert with emphasis on merchandising programs, 4th tier management, cross promotional partnerships and on-premise programs.
- Develop national promotional programs in order to gain presence for brand in off-premise accounts and increase case sales. National programs have helped to gain increased dollar sales and volume sales of 24% for Sebastiani.
- Led creative agency to generate dynamic marketing content and communication tools for promotional campaigns.
- Excellent Team leader: Senior leadership team member at Foley Family Wines and led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Organized and executed participation in marketing events including Bottle Rock, Wine Spectator Grand Tour, Healdsburg Food & Wine, Sonoma County Vintners, Napa Valley Vintners, Aspen Food & Wine and more.
- Introduced Sonoma Coast line within the Chalk Hill brand realizing sales increases of 51% in year 1 followed by 26% growth in year 2. Hot Prospect award from 2017-2020 due to explosive sales and depletion growth.
- Execute sales program including Holiday Catalogue which generates over $100K in revenue.
- Created innovative strategies to drive customer engagement.
- Oversaw preparation of marketing copy, images, videos, emails and all other marketing collateral.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Manage public relations agencies to gain media attention and develop public relations plans for each brand
Brand Manager
Foley Family Wines
08.2010 - 12.2012
- Planned, implemented, and tracked sales and marketing strategies to promote brand products.
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Organized and delivered training sessions for new product content and technological advancements.
- Consulted with product development teams to enhance products based on customer interest data.
- Manage and oversaw creative projects to drive quality, accuracy and deadline management.
- Manage overall brand identity and continuity through all communication pieces including brand presentations, point-of-sales material and newsletters.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Created and managed social media campaigns to increase brand engagement.
Marketing Manager
Chalk Hill Estate
07.2007 - 08.2010
- Responsible for implementing and managing all marketing activities including developing and analyzing market research data, identifying opportunities, establishing pricing strategies as well as implementing advertising and promotional programs for both wholesale and DTC channes.
- Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Researched developing trends to stay updated with new ideas and marketing practices.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Liaised with executive management team to create Strategic Marketing Plan and created compelling presentations for CEO and Vice President of Sales & Marketing to utilize during brand launches.
- Managed and maintain marketing budget, reducing expenses for 3 consecutive years.
- Developed sales collateral and branding for new wine club realizing wine DTC growth of 14% from 2008 to 2009, driven by wine club memberships.
- Help determine ways to increase consumer direct profitability and increase revenue and brand awareness through several channels including e-blasts, newsletters.
- Manage and direct Public Relations including press release creation and media targets. Host media guests including wine and lifestyle media. Liaised with Public Relations firm on holiday campaign which resulted in a 30% increase of website traffic and a 13% increase in direct to consumer retail room revenue for those two months compared to the previous year.
- Support National Sales Team in sales strategies implementation, utilizing Trade Pulse and AMS to maintain sales forecasts and determine sales velocity and to create target account lists for both on and off premise.
Marketing Associate
Chalk Hill Estate
07.2004 - 05.2007
- Responsible for all point-of-sales materials and marketing collateral. Liaised with creative director and marketing director to develop new collateral, label redesign and new product launch.
- Maintained website contents as well as e-commerce sales and assisted in redesigning of website in order to increase website traffic and online sales revenue.
- Conducted Estate Tours, Culinary Tours and Wine Tastings.
- Project Manager for book, Sommelier Guide to Restaurants in America.
- Solicitation and gathering of donation items for Imagine Auction which raised over $1 million and benefited local children’s charities.
- Tracked all press sends and articles and reported data quarterly to executive team.
Education
Bachelor of Science - Business Administration Concentration: Marketing
Sonoma State University
Rohnert Park, CA 05.2003
Skills
- Marketing Analyst:, Circana, Targit and consumer insights
- Innovation
- Strategy
- Branding
- Pricing
- Promotion
- Packaging
- Team Building
- Leadership
- Microsoft Office
- Market planning and execution
- Cost Management
- Competitive analysis
- Strategic planning
- Communications management
Timeline
Director of Marketing
Foley Family Wines
12.2012 - Current
Brand Manager
Foley Family Wines
08.2010 - 12.2012
Marketing Manager
Chalk Hill Estate
07.2007 - 08.2010
Marketing Associate
Chalk Hill Estate
07.2004 - 05.2007
Bachelor of Science - Business Administration Concentration: Marketing
Sonoma State University
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