Diana Schweiger
St. Helena,CA
Summary
Dedicated wine industry professional with over three decades of sales and marketing experience. Demonstrated track record of consistently achieving company goals through organized practices. Adaptable and skilled in working under pressure, thriving in new situations and challenges to effectively enhance the organizational brand. Possessing a comprehensive understanding of the farming and production side of the business, with hands-on experience in vineyards and wineries. Forward-thinking Sales and Marketing Manager excelling in coordinating and managing staff while executing successful marketing campaigns. History of surpassing revenue objectives by leveraging market-savvy approaches and persuasive negotiation skills. Talented project manager known for tackling problems with tenacity and sound judgment.
Overview
34
34
years of professional experience
Work History
Sales and Marketing Director
Acumen
06.2019 - Current
- Report P&L to owners in China by analyzing financial data and collaborating with leadership, identifying cost-saving opportunities leading to overall margin increase of 41%
- Manage DTC Manager, Tasting Room Ambassadors, and Art Curator by aligning objectives with efficiency boosting team productivity.
- Manage all National Account RFP’s and new item presentations for major chains including Safeway, AVP, Trader Joes, Costco, Kroeger, Disney, Flemings, Landry’s
- Opened 18 new markets in the last 4 years and have a united alignment with SGWS in most markets except where represented by RNDC
- Fostered long-standing relationships with multiple management tiers with SGWS and RNDC, including working close with Cindy Leonard and Mel Dick in Miami
- Opened 5 major export markets including the U.K, Japan, Singapore, Canada, and Korea
- Traveled to Hong Kong for Vin Expo and worked on opening the HK and Singapore markets
- Established a Type 42 tasting room license to enable us to serve Champagne
- Maintained relationships for key partnerships and marketing opportunities with the San Francisco 49ers, 'V' Foundation, Bon Appetite at Oracle Park, BottleRock, Ojai Food & Wine, Telluride F&W, National Ability Center, Brian Culbertson Jazz Getaway, etc
- Oversee and manage all PR and Marketing with J.A.M
- Public Relations and Wine Glass Marketing including media submissions and creative development of sales support tools
- Worked directly with our winemaker on new SKU development
- Worked with the production team to determine wine needs, grape sales, and bulk wine
- Oversaw label redesign for all SKU’s and developed Acumen sparkling wine program for on-premise business and wine dinners
- Developed seasonal events including Dueling Pianos and Gallery shows
- Partnered with artists, jewelers, Napa Valley Film Festival to host other events and dinners
- Drove profitability by selling 1,200 cases of old vintages and by eliminated unprofitable SKUs
- Increased net margin from 17% to 56% on average across all 7 SKU’s
- Introduced DA’s for QD’s and BTG programming
- Introduced higher tier into wholesale with lucrative incentive programs to build the brand
- Spent 35% of my time traveling supporting sales, market events, key account events, wine dinners and charity events
- Served as the face of the brand
- Actively involved with WISE and am a Cabinet member with other like-minded Presidents, V.P.’s, and National Sales Managers
Consultant
11.2018 - 05.2019
- Launched new (wine in a can) product and expedited Safeway, Albertsons, Vons & Pavilions authorizations into Spring 2019 reset CA statewide and HI
- Established and trained staff on CRM
- Helped brands establish new authorizations at major national chain and on-premise accounts including Kroger, Safeway, Target and Walmart
- Planned and confirmed 2019 annual Kroger (exclusive brand) national programming including consistent features and programs
- Established brand standards for distributor/broker training
- Established distributor partnerships with major national distributor and grew representation from 29 to 50 markets in 3 months
National Sales Manager
Fort Ross Vineyard & Winery
09.2017 - 11.2018
- Part of a two-person sales management team that grew the brand from six active markets to 19 with a major focus in the chains
- Led the sales team and oversaw on- and off-premise national accounts in all markets
- Launched new brand Sea Slopes: strategic emphasis in California (20% of all market share)
- Engaged in negotiations with 5 major distributors while maintaining and growing business with the pre-established broker
- Orchestrated 2018 kickoff and grew depletions by 15% in CA
- Opened new business/placements with rapid IRI growth at Disneyland Resorts, Safeway, AVP, Raley’s, Whole Foods, BevMo, Grand Hyatt & Miraval resorts, Marriott/Bonvoy Resorts, Tommy Bahama, Pebble Beach, Vino Volo, AJ’s, Foodland, Nugget Market, Lundardi’s, Bristol Farms, Draegers, and Ruth’s Chris
- Oversaw 'V' Foundation event participation at Wine Celebration
- Managed third-party resources for purposes of marketing and sales support including: SalesPros, Promoworks & Vestcom
- Managed ultra-premium brand tier with independent on- and off-premise segments in new markets
- Distributor Management including: Depletion goals, new item and programming presentations, RFP calendar and submissions, staff education for chain wine stewards and national account on-premise staff, promotional and sample budgets, portfolio events, consumer events
- Implemented CRM into company practices
- Built national pricing grid from COG’s including national account program budgets
- Utilized regional and national Nielsen/IRI data for benchmarking short/long term goals and tracking success
- Created PowerPoint presentations and sell sheets
National Accounts Manager-West
Prestige Beverage Group
05.2016 - 08.2017
- Managed distribution and sales for all National Accounts both on- and off-premise in the Western Region including CA, NV, AZ, NM, OR & WA for chains, including Costco, Safeway, Albertsons, Vons, Winco, FoodMaxx, BevMo, Stater Brothers and other small chains
- On-premise responsibilities including Mortons, PF Changs, Disney, Il Fornaio, Cheesecake Factory, and other large national accounts
- Worked with multiple businesses in each state to secure distribution, shipment and depletion efforts
- Private label creation
Vice President, Sales
Schweiger Vineyards & Winery
09.2003 - 05.2015
- Managed all National Sales with key focus in nine states and 15 other peripheral markets
- Key accomplishments; six-year national Disney core placement, SW Steak and chain programming for older vintages at Trader Joes and Costco, private label creation for Trader Joes with the Tug McGraw Foundation, programs for British Airways First Class service and Disney cruise ships, export to Japan, Switzerland and Panama
- DTC management
- Managed all off-site events including key charity events with NVV, V Foundation, and other charitable wine events across the U.S
Western Regional Manager- CA, NV & HI
Southcorp Wines/Rosemount Estate
01.1998 - 08.2003
- Managed Northern CA chain accounts including Safeway, Albertsons, Beverages & More and Cost Plus
- Managed all broad market accounts including mini (independent) chain accounts
West Coast Regional Manager – CA, NV, HI
Paterno Imports
05.1995 - 12.1997
- Chain & Broad Market responsibilities in three states including Costco, Cost Plus, Albertsons & Safeway
- Area Manager, New England Markets, CT, VT, MA, NH
District Manager Chains-Spirits
Heublein
06.1991 - 04.1995
- District Manager Chains-Spirits, Southern CA: 6 Direct Reports
- District Manager On-Premise-Spirits, Southern CA
- Chain Sales Merchandiser-Spirits, Sacramento/Lake Tahoe, included Lucky’s, Albertsons, Liquor Barn, Cost Plus, Safeway
Education
B.B.A. - Double major in Journalism/Public Relations, and Marketing
California State University, Chico
01.1991
Skills
- VIP
- Vinosmith-CRM
- DropBox
- Word
- PowerPoint
- Excel
- IRI
- Nielsen
- Groskopf systems
- WineDirect
- Rydershare
- Ship Compliant
- TriNet platform
- Brand-building strategies
- Marketing campaign evaluation
- Performance tracking and evaluations
Travel Experience
- Extensive travel to vineyard properties in France and Australia.
- Agave fields in Tequila, Mexico.
- Napa Valley Vintners ambassador for off-site television PR work.
- Hong Kong Vin Expo
- Frequent market travel across the US
Organizations & Memberships
- Women of the Vine
- L.A. Wine Competition Judge
- Napa Valley Vintners Export Committee
- Wise Cabinet Member
Timeline
Sales and Marketing Director
Acumen
06.2019 - Current
Consultant
11.2018 - 05.2019
National Sales Manager
Fort Ross Vineyard & Winery
09.2017 - 11.2018
National Accounts Manager-West
Prestige Beverage Group
05.2016 - 08.2017
Vice President, Sales
Schweiger Vineyards & Winery
09.2003 - 05.2015
Western Regional Manager- CA, NV & HI
Southcorp Wines/Rosemount Estate
01.1998 - 08.2003
West Coast Regional Manager – CA, NV, HI
Paterno Imports
05.1995 - 12.1997
District Manager Chains-Spirits
Heublein
06.1991 - 04.1995
B.B.A. - Double major in Journalism/Public Relations, and Marketing
California State University, Chico
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