As the Advertising and Promotions Director for Direct Cellars, my role was to promote their online wine subscription service.
​Subscribers would receive a case of wine each month, including a bonus exotic wine from around the world, along with a card explaining the wine's origin and brewing process. To promote the service, I used social media, email, automated phone calling, and text messaging, which was especially effective with its referral program offering a free bottle of wine to those who referred new subscribers.
The promotions were hugely successful, leading to massive sales growth at the beginning of Direct Cellars.

The business expanded rapidly, it became clear that the company's leadership lacked the skills to manage its growth. Despite my advice to hire a business coach, they were unable to scale the business and eventually went out of business. Nonetheless, the promotional strategies we developed were highly effective and taught me many new tricks of the trade in the advertising and promotions field.