Summary
Overview
Work History
Education
Skills
Work Availability
Timeline
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SYLVIE ROCHON

SYLVIE ROCHON

Sonoma,CA

Summary

Seasoned Brand Strategist and Marketing Professional with over 20 years experience in the wine, spirits and luxury goods industry. Dynamic and versatile leader with proven history in managing diverse portfolios, leading cross functional teams, managing client relationships, and pioneering groundbreaking marketing strategies that connect consumers to iconic luxury brands. An accomplished luxury brand expert with a passion for bringing iconic, world-renowned gems to life in the high-end wine industry, while understanding the strong parallels between wine and other luxury goods. I excel at achieving ambitious sales goals while keeping the customer at the core of the business strategy. I thrive in dynamic settings that demand creativity, strong teamwork and keen business acumen, leveraging my multilingual fluency to expand international market reach. Empowering people with a clear vision and a collaborative spirit is paramount in my strategy for addressing challenges and finding solutions - along with grit and hard work.

Overview

23
23
years of professional experience

Work History

VP of Sales & Marketing

BROWNE FAMILY WINES
05.2018 - 06.2024
  • Head of Sales and Marketing for CIRQ Estate and CHEV wines - luxury Pinot Noirs and Chardonnays crafted by renowned winemaker Michael Browne, co-founder of Kosta Browne
  • Established the foundation for the new winery, championed the vision, spearheaded a new CRM platform, led consumer messaging, and re-launched the wines to over 10,000 members and national wholesale partners across 20 markets
  • Created CHEV from concept to bottle, including packaging, wine profile, label design, website and marketing launch campaign
  • Built winery's strategic business plan and delivered over 36% revenue growth in 2023
  • Achieved 60% increase in membership acquisition and sales conversion via events, PR, social media and digital marketing
  • Championed market expansion in 10 states, re-aligned wholesale partners and delivered incremental 1M in revenue one year
  • Designed an exclusive state of the art tasting room experience curated for elite members and clients across the country

Director of Marketing & DTC

GRGICH HILLS ESTATE
05.2014 - 03.2018
  • Led an inspiring team of 20+ staff to develop a profitable DTC and e-commerce business across all channels - events, web, hospitality, social media and personalized outreach campaigns
  • Designed and launched a new avant-garde outreach center that generated over $1.5M in revenue during the first year
  • Managed the hiring process for all marketing and hospitality staff, including on-boarding, training and yearly personal reviews
  • Led the team in expanding Wine Club Membership from 3,400 to 4,600 members, driving a 56% increase in winery revenue
  • Concepted and launched National Marketing campaigns in Chicago, Florida and NY - including national print advertising and consumer events with high profile clients and trade customers
  • Collaborated with the Director of Wholesale on market travel, distributor partnerships, kickoffs, and sales presentations

Director of Marketing - The Prisoner Wine Company

HUNEEUS VINTNERS
09.2012 - 04.2014
  • Launched The Prisoner Wine Company for the Huneeus family - one of the most highly sought after cult wines of its time
  • Partnered with wine and spirits entrepreneur, Dave Phinney to integrate the brand from Orin Swift to Huneeus
  • Developed the vision, strategic plan, and created three new cult wines under the portfolio - Cuttings, Blindfold, and Thorn
  • The portfolio contributed over $28M in revenue in 2014 and was later sold for 320M to Constellation brands
  • Championed a multi channel go-to-market strategy, built the strategic marketing plan for the portfolio, and implemented an exclusive digital and e-commerce platform

Director, Business Development

DIAGEO CHATEAU & ESTATE WINES
07.2010 - 09.2011
  • Led the sale of six of Diageo's wine brands - including P&L responsibility for 3.8M cases and a $5M budget
  • Collaborated with the M & A division of Diageo corporate office to create sales and financial documents
  • Co-led the financial due diligence process, contract negotiations and final deal transactions for divested brands
  • Disposed successfully of five of the six brands and devised and implemented multi-layer exit strategies

Director - Innovation, Imports and Luxury Brands

DIAGEO CHATEAU & ESTATE WINES
11.2008 - 07.2010
  • Led new product development and oversaw seven international and luxury domestic brands
  • Delivered the largest innovation pipeline in company history including domestic brands, imports, and line extensions
  • Reached a goal of over 500K cases shipped of new product volume in less than 12 months
  • Developed and launched the first female-targeted wine brand supported by consumer research and package test
  • Led strategic reviews with international partners in Argentina, New Zealand, France, and Italy

Senior Brand Manager - Innovation and Luxury Imports

DIAGEO CHATEAU & ESTATE WINES
04.2007 - 11.2008
  • Created, developed, and launched SnapDragon, the #1 new brand in IRI in 2009
  • Designed and launched the #1 brand at retail in 2009 - a Bordeaux style blend under Sterling Vintner's Collection
  • Created and launched compelling 'new to world' brands - including a new Prosecco from Italy called Stellina di Notte
  • Traveled overseas to lead the packaging process and met with executive stakeholders to gain approval on design and execution

Marketing Manager - Core Brands

DIAGEO CHATEAU & ESTATE WINES
08.2004 - 09.2006
  • Managed the largest and most commercial brands for DC&E including BV, Sterling, Acacia, Chalone and Provenance
  • Developed first newspaper advertising campaign with results of +40% increase in velocity in participating markets
  • Piloted new package design for BV Coastal Estates and pioneered industry-leading store sampling program
  • Led the re-launch of BV's exclusive On-Premise wine, driving a 60% sales increase during the key holiday season
  • Championed new marketing campaign to elevate BV's premium imagery and increase brand footprint outside of CA

Brand Manager - Sterling Vineyards

DIAGEO CHATEAU & ESTATE WINES
08.2002 - 08.2004
  • Developed revolutionary new packaging on the Reserve tier
  • Hired and managed a design firm, conducted competitive packaging analysis, created packaging briefs, led design feedback, and gained approval from the Executive team
  • Launched $1M advertising campaign for Sterling top wine publications -Wine Spectator and Wine Enthusiast
  • Designed the first integrated marketing campaign with independent film festivals nationwide
  • Built and managed the brand budget and led volume forecasting for core markets with the Executive team
  • Partnered with the winemaking and production team and consulted regularly with Visitor Center and winery staff

Associate Brand Manager - Jose Cuervo Tequila

GUINNESS UDV
01.2001 - 08.2002
  • Managed $15M A&P budget and analyzed A&P effectiveness to ensure efficient and controllable spend
  • Launched the first Spanish marketing campaign to target the Hispanic community
  • Developed and managed the implementation of National On-Premise promotions for Jose Cuervo Gold
  • Collaborated with marketing, PR, and creative agencies to develop integrated marketing program for Jose Cuervo

Education

Spanish Certification -

Universidad Autónoma de Guadalajara
03.1996

Bachelor of Arts Degree - Psychology

University of Manitoba And Université De Moncton
06.1995

Skills

  • New Product Development
  • Strategic Brand Planning
  • National Sales Management
  • Brand Strategy and Positioning
  • Affiliate and Influencer Marketing
  • Managing Client Relationships
  • Content Creation and Story Telling
  • CRM and Sales Expert
  • Market Analysis and Consumer Insights
  • Multi-Channel Sales & Marketing
  • Retail & E-Commerce
  • Public Speaking & Presentations

Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline

VP of Sales & Marketing

BROWNE FAMILY WINES
05.2018 - 06.2024

Director of Marketing & DTC

GRGICH HILLS ESTATE
05.2014 - 03.2018

Director of Marketing - The Prisoner Wine Company

HUNEEUS VINTNERS
09.2012 - 04.2014

Director, Business Development

DIAGEO CHATEAU & ESTATE WINES
07.2010 - 09.2011

Director - Innovation, Imports and Luxury Brands

DIAGEO CHATEAU & ESTATE WINES
11.2008 - 07.2010

Senior Brand Manager - Innovation and Luxury Imports

DIAGEO CHATEAU & ESTATE WINES
04.2007 - 11.2008

Marketing Manager - Core Brands

DIAGEO CHATEAU & ESTATE WINES
08.2004 - 09.2006

Brand Manager - Sterling Vineyards

DIAGEO CHATEAU & ESTATE WINES
08.2002 - 08.2004

Associate Brand Manager - Jose Cuervo Tequila

GUINNESS UDV
01.2001 - 08.2002

Spanish Certification -

Universidad Autónoma de Guadalajara

Bachelor of Arts Degree - Psychology

University of Manitoba And Université De Moncton
SYLVIE ROCHON