Summary
Overview
Work History
Education
Skills
Timeline
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STACEY LAWRENCE

Santa Rosa

Summary

Dedicated Direct to Consumer professional with a history of meeting company goals utilizing consistent and organized practices. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organizational brand.

Overview

27
27
years of professional experience

Work History

Direct to Consumer Manager

Sonoma-Cutrer Vineyards
05.2017 - 09.2025
  • Leveraged data and analytics to make informed decisions and drive business improvements, reducing attrition from 25% to 17%.
  • Developed and executed a wine club restructure, resulting in improved member satisfaction and a 10% margin increase.
  • Spearheaded the integration of new CRM technology solutions to enhance wine club batch processing and online shopping experience.
  • Oversaw training programs for staff, enhancing team performance and service quality in customer interactions.
  • Enhanced customer satisfaction by providing best in class customer service, implementing and maintaining response times, resolving inquiries promptly, and ensuring high-quality service delivery.
  • Cross-trained existing employees to maximize team agility and performance.
  • Controlled costs to keep business operating within budget and increase profits.
  • Oversaw inventory management, optimizing stock levels, and reducing waste.
  • Led cross-functional teams to achieve project goals, fostering collaboration and innovation.
  • Managed relationships with key stakeholders, fostering collaboration to achieve business objectives and targets.

Digital Marketing Manager

Jackson Family Enterprises
08.2015 - 07.2016
  • Oversaw email marketing and strategy for over 15 premium wine estates under the Jackson Family brand. Drove 55% increase in web revenue in one year.
  • Led team of Email Production Specialists responsible for coding and creating best of breed email marketing messages.
  • Served as a liaison between diverse, cross-functional teams to execute multiple initiatives against aggressive schedules.
  • Defined long-term strategic goals according to specific business needs and advised business owners on best practices to maximize ROI.
  • Gathered campaign results and developed reporting dashboard to illustrate campaign effectiveness.
  • Created, implemented and trained all DTC Managers on email workflow and approval process.

Direct Sales Operations Manager, DTC

Jackson Family Wines
06.2014 - 08.2015
  • Led a diverse team of managers across 12 Jackson Family brands to achieve revenue and contribution goals across wine club, eCommerce and phone channels.
  • Partnered with Tasting Room & Hospitality teams to achieve wine club growth and retention. Reduced member attrition through exceptional service, dedicated account maintenance and responsiveness to member needs.
  • Developed annual sales and expense budgets, wine club acquisition and attrition targets, sku mix, and DTC KPIs.
  • Developed department's first incentive performance plan which motivated staff and resulted in increased sales.

Sr. Manager, Membership

Francis Ford Coppola Winery and Inglenook
12.2001 - 05.2014
  • Oversaw operations for large, multi-tier wine club totaling over 9,000 members at its peak.
  • Implemented promotional and retention strategies resulting in annual incremental sales of over $100K.
  • Drove department revenue growth an average of 10% per year in 4 years.
  • Launched new email service provider resulting in tripled email sales over prior year.
  • Optimized email opt-in process resulting in a 42% increase in our mailing list sign ups in 4 months.
  • Revamped email template resulting in 3% increase in Open Rates and 2% increase in Conversions.
  • Implemented abandoned cart program resulting in $17,000 of recovered revenue in one year alone.

Manager

Wine.com
09.1998 - 03.2001
  • Supervised and motivated the Customer Care team to complete all tasks on time and in accordance with corporate standards.
  • Developed and implemented call center protocols, increasing Answer Rate from 80% to 90% and reducing Abandoned Call Rate from 10% to 2%.
  • Ensured appropriate and immediate handling of problematic fulfillment situations through the development of a variety of customer option packages designed to enable the customer to receive their order despite inventory discrepancies.

Education

Bachelor of Arts - Communications

Sonoma State University
Rohnert Park, CA

Skills

  • P&L Management
  • Event Management
  • Customer Service
  • Verbal and written communication
  • Strategic planning
  • Project management
  • Change management
  • Teamwork and collaboration
  • Adaptability and flexibility
  • Positive attitude

Timeline

Direct to Consumer Manager

Sonoma-Cutrer Vineyards
05.2017 - 09.2025

Digital Marketing Manager

Jackson Family Enterprises
08.2015 - 07.2016

Direct Sales Operations Manager, DTC

Jackson Family Wines
06.2014 - 08.2015

Sr. Manager, Membership

Francis Ford Coppola Winery and Inglenook
12.2001 - 05.2014

Manager

Wine.com
09.1998 - 03.2001

Bachelor of Arts - Communications

Sonoma State University

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STACEY LAWRENCE