"A rising tide lifts all boats." - Coined by John F. Kennedy

I love quotes. Words - spoken or written - can inspire others to rise to an occasion, or to take a new perspective. This quote is one of my favorites, and a strong mentor I've been lucky to have in my life has exemplified how to put this idea into practice: Build a strong network where the sharing of information and ideas is encouraged and welcomed. Mutual support will be the backbone of these relationships and success for all may be achieved. 

My purpose with affinityDTC is to create a rising tide of conversation and collaboration. Please join me by commenting and sharing if any of my writing resonates with you.




I've spent over a decade leading direct-to-consumer (DTC) sales, marketing and operations for 3,000 to 130,000 case wineries. My career emphasis has been on brand repositioning and DTC department turnarounds for luxury wineries including Anaba, Quivira, La Follette, and Gary Farrell. In 2017 she enthusiastically joined the team at Seghesio Family Vineyards, a historic Sonoma County winery with a reputation as one of California’s elite Zinfandel specialists. Seghesio is one of six luxury wineries owned by Crimson Wine Group.

I'm honored to be a winner of the North Bay Business Journal's "Forty Under 40" award (2016), recognizing business and community leaders under the age of 40. I enjoy serving on the steering committee for the annual Direct-to-Consumer Wine Symposium and have presented there as well as in sessions put on by the Wine Industry Technology Symposium and the Luxury Marketing Council Winery Bootcamp. I also love speaking to students in courses at Sonoma State University and Santa Rosa Junior College. Academics don't stop there; I also authored the chapter "Effective Winery Tasting Room Management" in the book, Strategic Winery Tourism and Management: Building Competitive Winery Tourism and Winery Management Strategy, published in 2015 and used in wine studies curriculum.


Growing up in the East Bay, I was drawn to wine country by Sonoma State University, where I earned my Master's degree in Wine Business and Bachelor's degree in Business Administration. In addition to wine, I have a love of animals, traveling, Giants baseball, and dining out with friends. I'm a self-proclaimed "business nerd" and begin each day reading Seth Godin's marketing blog and listening to the Entreleadership podcast.

You can find me hanging out in Sonoma County, California with my husband, our black Labrador and two cats.