B2B trade accounts
~1,000marketed to today
Marketing to every account, working with several sales teams and agency partners to set and hit company B2B goals.
Dashboard view · track record
My track record, at a glance.
Every figure here is real and comes from my own work.
Wholesale growth
+35%since 2023
Driven by the sales enablement program I built for our outside sales team and independent agencies.
Poplar Grove · 2023 to todayLeadership
5department managers I helped hire and now lead
- Hired with ownershipWorked with ownership and the vice president to hire each manager.
- Trained on our toolsModules on the CRM, POS and B2B corporate sales tools, kept current.
- Monthly check-insProgress, blockers, firm timelines, and extra help when needed.
- KPIs and deliverablesEach manager reports results, so we see what works and what to change.
- Seasonal budgetsEvery department has its own budget, planned season by season.
Wine club members
2,800+133% since 2018
1,200 in 2018
1,600 added
To the 3,000 cap
Each leaf is 100 members. Recurring revenue, on track to reach its cap in 2027.
Career, 2010 to now
15+years in marketing and sales
Promoted manager to director · co-founded a winerySystems change
8weeks, company-wide
Point of sale, reservations, wine club and CRM moved to Commerce7, plus a new website.
Market moves
2024 · supply shock
The Okanagan deep freeze
Led go-to-market for the Cascadia Series, a new product line, after the freeze cut local grape supply.
2025 · trade policy
The Buy Canadian shift
Moved messaging and spend toward new demand when BC retailers pulled American wine.
The same reflex US tariffs now ask of Canadian exporters: read the shift early, then change the plan on purpose.
Built with AI
I build our own CRM and sales tools with AI.
Using Claude Code, I develop platforms and applications that organize clients, build workflows, manage relationships and track the B2B sales pipeline from first contact to order.
Client recordsWorkflowsRelationship trackingCorporate sales pipeline12-month campaign calendar
Brands at once
2for a decade
Poplar GroveMonster Vineyards
Separate positioning, packaging, websites and audiences under one annual plan.
Trade shows
Every winery, every season
Trade-onlyConsumerCombined
Including the Vancouver International Wine Festival, building wholesale relationships and direct sales.
Experience view · the posting, answered
Every requirement, with the proof behind it.
Open any line from your job posting to see the work that matches it.
Why a winery background fits
A winery runs the whole chain. So does MAKR.
Most businesses grow, make, wholesale or retail. A winery does all of it under one roof, then turns a visit into an experience people come back for. I have marketed across every link.
Winery
MAKR
Grow
Vineyard: the raw material
Make
Cellar and bottling
Brand
Two labels, each with its own identity
Sell wholesale
Agents, distributors, ~1,000 accounts
Sell direct
Tasting room, wine club, online
Create the experience
Events, hospitality and guest service that bring people back
Fabricate
Wekid's stainless shop floor
Design
Waterplay's play features
Brand
Three brands, three audiences
Sell through partners
Dealers, reps and regional sales
Sell direct
Municipalities, schools, resorts
Create the experience
From the first design meeting to opening day, and the families who keep coming
Parkworks and a winery both sell a place people spend time in, and the experience is what earns the next order and the word of mouth. Working with ownership to match production and release timing to sales forecasts taught me how marketing connects what gets made with what gets sold.
Experience
Fifteen years, one region, every kind of sale.
Marketing Director
Poplar Grove Winery & Monster Vineyards · Penticton2023 to present
Marketing Director
Poplar Grove Winery & Monster Vineyards · PentictonLeadership and team
- Lead brand, digital and customer experience strategy for one of the Okanagan’s top wineries, managing the marketing budget and the managers of five customer-facing departments: events, food and beverage, wine club, tasting room and guest services.
- Worked with ownership and the vice president to hire the manager for each of these departments.
- Direct each manager on their marketing pieces, summaries, deliverables and KPIs, and use the results to see what is working and where to change how we serve and communicate with customers.
- Built training modules for every manager on our CRM, POS and B2B corporate sales tools, and keep them current as software changes and new applications arrive.
- Run monthly check-ins on project status and blockers, set firm timelines, and add resources, from software support to extra staff, when a department needs them.
- Give each department its own marketing budget and plan it with that manager season by season, since each department peaks at a different time of year.
- Develop and own the annual marketing plan: priorities, budget allocation, campaign calendars and KPIs aligned with sales and revenue targets.
B2B and sales growth
- Lead B2B marketing to about 1,000 trade accounts in North America, Europe and Asia, working with several sales teams and agency partners to set and deliver the company’s B2B goals.
- Built a sales enablement program of custom collateral, presentations and campaign tools for the outside sales team and independent agencies, supporting 35% wholesale growth since 2023.
- Feed account insights from the sales teams back into products, pricing and sales tools.
- Represent both brands at trade shows and festivals, including the Vancouver International Wine Festival, across trade-only, consumer and combined events.
- Manage agency, media and vendor partners, and secure government grants and co-op funding to extend marketing investment.
Market insight and go-to-market
- Led go-to-market for the Cascadia Series, a new product line developed after the 2024 Okanagan deep freeze cut local grape supply, with integrated campaigns across digital, trade and retail.
- Repositioned wholesale and consumer marketing for the 2025 Buy Canadian shift, when BC retailers pulled American wine, redirecting messaging and spend toward the new demand.
- Segment customers using Commerce7 data, and benchmark competitors’ pricing, clubs and visitor experiences to refine offers, programs and positioning.
Systems, data and AI
- Directed a company-wide CRM and e-commerce change, moving point of sale, reservations, membership and customer data to Commerce7 and relaunching the website, both within two months.
- Established KPI dashboards and reporting on campaign ROI, customer behaviour and channel results, and used the insights to reallocate spend and guide leadership decisions.
- Develop platforms and applications with AI (Claude Code) to run CRM and corporate sales: organizing clients, building workflows, managing relationships and tracking the B2B pipeline from first contact to order.
- Built a corporate sales pipeline that profiles target companies and contacts by industry, sets next steps for the sales team, and runs segmented campaigns (corporate gifting, holiday parties, events) on a 12-month calendar.
- Use AI tools (Claude, ChatGPT) daily for strategy, sales forecasting, KPI reporting and communications.
Marketing Manager
Poplar Grove Winery & Monster Vineyards · Penticton2014 to 2023
Marketing Manager
Poplar Grove Winery & Monster Vineyards · Penticton- Developed and owned the annual marketing plan for both brands, from brand priorities and launch timing to campaign calendars and budget allocation.
- Directed marketing for two distinct brands, Poplar Grove and Monster Vineyards, each with its own positioning, messaging and creative standards.
- Led brand evolution for both, including refreshed visual identity, tone and packaging, and managed all creative production across print, digital and packaging, including award-winning video.
- Ran trade and media outreach, including trade shows and wine festivals, and turned critic scores and awards into sales tools for trade buyers and consumer campaigns.
- Managed marketing budgets, sponsorships and community partnerships to grow regional reach.
- Grew the wine club 133% since 2018, from 1,200 to 2,800 members.
Co-Founder & Owner
JoiRyde Winery · Oliver (concurrent venture)2021 to 2025
Co-Founder & Owner
JoiRyde Winery · Oliver (concurrent venture)- Co-founded and launched a women-led boutique wine brand, owning brand strategy, marketing, sales and general management.
- Built B2B channels with private retailers, restaurants and corporate gifting clients, and represented the brand at trade shows and consumer wine festivals.
- Launched e-commerce and membership programs, and managed fulfillment and distribution.
- Created sales training and performance-based selling tools to lift conversion.
Sales & Marketing Manager
Therapy Vineyards · Naramata2010 to 2014
Sales & Marketing Manager
Therapy Vineyards · Naramata- Built and managed B2B sales channels and distribution partnerships across BC and Alberta, spanning private retail, hospitality and agency-managed territories.
- Partnered with ownership and winemaking to set production volumes and release schedules aligned with sales forecasts.
- Owned marketing budgets and forecasting, and ran integrated campaigns across social, email, web and packaging.
- Led direct-to-consumer strategy across the tasting room, online sales and membership.
- Represented the winery at trade shows and festivals to open accounts and drive direct sales.
How I would start
My first 90 days at MAKR.
A starting point to refine with you and the team.
30days
Listen
- Ride along with Waterplay and Parkworks sales, and meet key dealers.
- Learn how landscape architects and parks teams specify products.
- Audit the four brand websites and the marketing-to-CRM handoff.
60days
Plan
- Set a plan for each brand, tied to pipeline targets agreed with Sales.
- Rank the trade show calendar by return, with goals for each show.
- Ship quick wins: current news, awards and new products on every site.
90days
Build
- Launch the first designer-focused demand campaign.
- Share one marketing and pipeline dashboard with Sales and leadership.
- Set roles, training and development goals with every member of the team.
Tools I work in
Education
Bachelor of Tourism ManagementThompson Rivers University · Kamloops
Diploma, Graphic & Digital Media DesignCentre for Arts & Technology · Kelowna