CREATING A WORLD FOR CURIOS WINE DRINKERS
Leading the concept and after sourcing and rewarding the Always On brief to Studio Cutura, Designed for the endlessly curious, this luxury-accessible wine created a seamless world of food, culture, and connection. From pairings and recipes to events and digital experiences, every touchpoint invited consumers deeper into the brand.
Overview
Between 2022 and 2024, I helped shape the evolution of SALDO Wines from an emerging premium label into a nationally recognized lifestyle wine brand. As Creative Director, I partnered across brand, marketing, digital, hospitality, and product teams to define the brand identity, develop its go-to-market strategy, and create a cohesive creative ecosystem spanning digital commerce, experiential, retail, and consumer engagement.
My work contributed to major milestones including national brand expansion, sold-out product launches, the debut of SALDO Salon, the brand's first hospitality destination in Napa Valley and integrated campaigns that generated more than $2.3 million in holiday digital sales, while email marketing initiatives produced $50,000+ in revenue per campaign. I also led creative for hospitality environments, launch events, promotional films, merchandise, and omnichannel marketing.
This work was delivered during one of the wine industry's most challenging periods, as premium wine consumption declined across the U.S. Despite market headwinds, SALDO continued to grow through strategic investment in premium experiences, digital innovation, and brand storytelling supporting Constellation Brands' long-term luxury portfolio strategy and demonstrating how thoughtful creative leadership can drive both brand equity and business results.
From Pour to Plate to Performance
Directed end-to-end creative strategy and production for an always-on digital campaign, leading concept development, scripting, talent, and production. Delivered five performance-driven creative executions that increased sales by 12%, expanded audience growth by 10%, and strengthened paid acquisition.
Experiential Design for a D.C. Pop-Up
My team handled the branding, POS materials, window displays, and signage design for a three-month luxury pop-up in D.C. Our goal was to attract foot traffic into the store through eye-catching design while delivering a cohesive, elevated brand experience at every touchpoint inside. We also managed pre- and post-promotion efforts, including driving attendance through sign-ups and following up with attendees to extend engagement beyond the event.