SCOTT DIAZ

Second in Command executive responsible for building an elite team for a new fine wine marketing and sales company and generating dynamic growth of $11MM from new business in two years

Brands: Heitz Cellar, Stony Hill, Burgess, Ink Grade, Domaine de Montille, Philipponnat Champagne, Castello di Fonterutoli, La Chablisienne, Boscarelli, Villa Sandi, Haynes Vineyard, Brendel, Ca Rome, Domaine Roc de l’Abbaye, Legras & Haas, Borgo Conventi, Belguardo

Luxury Brand Builder

• Repositioned Heitz Cellar with new package, wholesale programs and pricing strategy
• Launched Haynes Vineyard and established allocation model
• Implemented seasonal Icon Offerings and increased sales of wines $50+ retail
• Secured key press with top wine, luxury lifestyle and financial publications

Elite Team Builder

• Hired marketing team of four, operations team of two and recruited SVP of Sales
• Recruited six top performing employees from previous company

Portfolio Development

• Built import portfolio adding six category leading Italian and French brands in two years
• Successfully launched Chablis and Chianti producer in 2023
• Company nominated for Wine Enthusiast Importer of the Year award in 2022

Leadership

• Served as interim SVP of sales for five months in 2022
• Spokesperson at Southern Glazer’s 2023 Fine Wine Summit – only two suppliers invited
• Oversaw DTC marketing department for sister company in 2021

Executive leader of three departments responsible for marketing a portfolio of luxury brands including the most expensive wine in the world

Brands: Domaine de la Romanée-Conti, Schramsberg Vineyards, Arista Winery, Biondi-Santi, Domaine Leflaive, Davies Vineyards, Dal Forno, Ponzi Vineyards, Peyrassol, Champagne Gosset and 30+ more brands

Visionary Leader

• Oversaw ten direct reports in marketing, public relations and creative services
• Leader of management team that drove dynamic (+82%) revenue growth from ‘15 to ‘20
• Leadership experience from reporting to 6 different presidents
• Leader in tough times including 2007-09 great recession, 2019-21 tariffs, 2020-21 pandemic
• Flawless staff retention track record 2013 to 2021

P&L Responsibility

• Responsible for marketing programs that drive $84MM in revenue annually
• Managed brand and marketing budgets of $5MM+ annually
• Spearheaded volume planning and budget process that impacts livelihood of 25 salespeople
• Increased margins by 5 points since 2017 through negotiation and pricing discipline

Strategic Marketing

• Fine wine expertise in marketing luxury portfolio of 45 brands with average SRP of $40
• Increased Schramsberg volume from 50,000 cases to 70,000 cases w/price increases
• PR – built strong relationship with Vinous staff that resulted in visibility increase of +40%
• Responsible for two to three new brand launches annually
• Implemented Domaine de la Romanée-Conti bottle tracking system - winery uses globally

Project Management

• Serve as project manager for creative services and marketing departments
• Responsible for marketing deliverables for 45 brands

Three-tier Sales

• Present annual plans to senior management teams of RNDC, Breakthru and Martignetti
• Develop marketing programs that work for all 50 states
• Work closely with company-owned wholesalers in NY, NJ, CT and OR
• Pricing discipline – successfully raised prices for 5 years while increasing sales double-digits
• Developed Spring and Fall luxury offering distributor programs that have increased sales of wines $25+ wholesale bottle cost by +40%
• 100% of 66 Wine Spectator Grand Award-winning restaurants

• Led marketing team for Kenwood Vineyards, Korbel Brandy, Valley of the Moon Winery and Lake Sonoma Winery selling 1 million+ cases year
• Managed winery marketing budgets of $1.2MM
• Responsible for Kenwood Vineyards and Korbel Brandy’s first brand repositioning in 20+ years
• Created new label and packaging for Kenwood Vineyards that was used for 10 years
• Rebranded Korbel Brandy with new upscale package including Cognac bottle still used today
• Member of senior management team that collaborated with Heck Family
• Rolled out Kenwood Sauvignon Blanc seafood campaign that increased off-premise sales +20%
• Launched new website for Valley of the Moon Winery
• Developed and implemented traditional strategic brand plans and standards for all wineries