Kathie Barclay, Direct to Consumer Puzzle Pilot
Kathie loves a good challenge and a tough puzzle. Nothing gives her greater satisfaction than uncovering hidden opportunities, creating strategies and tools to increase sales, and solving problems. Give Kathie a DTC puzzle requiring analytics, strategy, planning and execution and Kathie will give you solutions and a dashboard that will revolutionize your business. She can read the map of where the business is and wants to go, and will steer your ship in the right direction to achieve those goals.
Kathie is also an instructor and content developer for the WISE Academy. The WISE Academy is the only wine industry education, training and certification program dedicated solely to
direct-to-consumer sales and marketing She teaches wine business basics, tasting room, wine club, online marketing, data analysis and metrics courses at the professional, manager, and executive levels.
During her career, Kathie launched one of the country's first major loyalty marketing programs for California retailer Bevmo. She grew their list from zero to 500,000 members in four years, and increased member sales and tenure by applying the key principles of list segmentation and RFM analysis (recency-frequency-monetary) to target offers to appropriate consumers.
After launching marketing and merchandising programs for a number of California specialty retailers, Kathie was the Senior Director of Marketing for Windsor Vineyards, whose wine was sold 98% direct to consumer. She led the direct marketing practice for Benson Marketing Group, where she created and managed client campaigns that increased revenue and profit in direct-to-consumer sales channels. Her clients there included J. Lohr, Clos LaChance, Kunde Family, Knights Bridge, Lynmar, Joseph Phelps and many others.
Kathie graduated with honors from Miami University in Oxford, Ohio. She lives in Sonoma County with her two young, exuberant Labrador retrievers.