Jessica LaBounty

• Led breakthrough innovation through complex project management of Element[AL]'s launch. Instrumental in managing brand through concept stage, prototypes, brand positioning, consumer research, asset development and supply chain sourcing to market ready product.
• Leads monthly Stage Gate process to build consensus with ownership and senior leadership on new product status, needs and financial projections.
• Manages inputs needed to develop P&L's for all new products i.e. line extensions, new brands, new packaging / size formats.
• Led quantitative consumer research as well as focus groups to evaluate strength of new product concepts and/or packaging design.
• Leads Brand Management for Juggernaut Wines, currently outperforming category by 10x and one of few industry success stories.
• Led launch of 2 Juggernaut line extensions, doubling brand portfolio and expanding into major segments of Chardonnay & NZ Sauvignon Blanc
• Creates and executes multi-channel, 360 consumer programs for Juggernaut to secure retail focus & increase sales velocity.
• Leads Juggernaut brand advertising and media planning
• Introduced first Juggernaut cause marketing campaign leveraging "harnessing the power of nature" positioning into compelling to consumers conservation partnership
• Produces Quarterly Brand Health Report Card to track product growth, velocity, distribution, market trends & key competitor performance in order to provide actionable insights to senior leadership and sales.
• Manages agency relationships and key initiatives in PR, digital and consumer engagement.
• Oversees Social Media strategy and execution for Bogle Family Wines, Phantom Wines, Juggernaut Wines & Element[AL] Wines.

Portfolio: Chloe Wine Collection | McManis Family Vineyards | Trapiche Wines

• Managed $3M portfolio budget
• Responsible for annual business reviews & strategic brand plans through cross functional collaboration with finance, sales & operational planning
• Developed & launched line extensions for Chloe & McManis from concept & positioning to package to launch plan & sales materials
• Drove strategy and creation of digital consumer advertising campaigns
• Developed impactful cause marketing programs for Chloe to reinvigorate established brand & engage with trade & consumers (Dress for Success, National Breast Cancer Foundation)
• Led brand partnerships with like minded food & alc brands, trade associations & nonprofits
• Cross functional partner with trade marketing team to customize national brand programs for retailers
• Managed relationships and stakeholder alignment with McManis family & Trapiche Argentine parent company, Grupo Penaflor

Portfolio: Benziger Family Winery | Imagery Estate Winery | Tribute Wines

• Managed $1.6M brand marketing budget for Benziger, Imagery and Tribute wine brands.
• Lead successful commercial brand launch of Imagery Estate Winery including positioning, package design, pricing & channel strategy, website & social media development and sales materials.
• Lead development, repositioning and national launch of Tribute Wines in three tier system.
• Responsible for product and packaging innovation to reach annual brand growth goals for Benziger.
• Responsible for Benziger brand activation at large scale trade & consumer events (Aspen F&W, Pebble Beach)
• Directed Public Relations strategy to increase awareness of Benziger's pioneering leadership in Biodynamic and certified sustainable farming
  

• Oversaw all messaging, consumer communications, consumer research, public relations, advertising and customer retention strategies for Direct-to-Consumer and National brand marketing.
• Authored annual strategic Business Plan.
• Led cross functional efforts with Finance, Retail Leadership and Ownership Team to craft cohesive annual plan to reach 10% increase in profitability
• Responsible for driving 80,000 visitors to Benziger and 35,000 visitors to Imagery annually
• Responsible for 6 sales/service departments – Wine Club, Direct Marketing, Tours, Hospitality, Special Events, Telemarketing
• Created and managed revenue and expense budgets for each channel
• 4 Direct reports, 40 indirect reports.
• Conducted consumer focus groups and surveys to gauge effectiveness of new package design
• Analyzed and restructured Tour & Hospitality organizational structure resulting in 30% decrease in payroll and greater employee efficiency.

• Led major technology platform transition for all DTC sales channels, finance/reporting and customer database.
• Drove strategy and content for bi-weekly promotional eblasts responsible for generating majority of sales in $1.3M sales channel
• Managed P.R. firm and lead P.R. strategies to drive National brand awareness and visitation to wineries
• Developed and launched new wine club and four new skus to generate incremental revenue and lengthen average customer lifetime.
• Project Manager for annual Business Plan. Coordinated financial analysis, budgeting, sales forecasting and marketing strategies to achieve 10% growth in profitability.