Ophelia Santos
Atlanta
Summary
Experienced marketing and operations entrepreneur with a natural instinct for capturing consumer attention, driving business growth, and achieving long-term results. Skilled in effective communication and negotiation, consistently forming sustainable alliances that yield measurable returns. Deep understanding of the alcoholic beverage and hospitality industry, from concept development to production to final point-of-sale. Adept at building dynamic teams, utilizing an extensive network of industry contacts to accomplish strategic objectives.
Overview
34
34
years of professional experience
1
1
Certification
Work History
GENERAL MANAGER
Wining Taylors, LLC (The Durand)
11.2021 - Current
- Plan, manage and fine-tune operations of an international manufacturer of premium wine tools, consistently optimizing processes to maximize both efficiency and profitability
- Developed corporate strategic vision and channel-by-channel revenue and profit objectives
- Developed and executed strategic plans for business growth and expansion, doubling company sales and increasing profitability by 20% within 2 years.
- Successfully introduced new pricing strategies while simultaneously reducing operating costs, enhancing margins and overall business efficiency
- Built and managed an international network of resellers and distributors, expanding the company’s global footprint and improving market penetration
- Optimized quality control processes in manufacturing, significantly improving product reliability and reducing defects
- Enhanced supply chain and shipping operations to ensure seamless product delivery
- Developed and implemented Standard Operating Procedures (SOPs) to proactively address intellectual property violations, safeguarding the company’s proprietary assets
- Led successful launch of new products that expanded company's product line and attracted new customer segments
- Expanded business operations into international markets, navigating regulatory environments and cultural differences for successful entry.
- Spearheaded strategic partnerships with complementary businesses for mutually beneficial co-marketing opportunities.
- Created compelling content for various marketing channels to increase engagement and drive conversions.
- Optimized digital marketing efforts through continuous analysis of performance metrics, refining strategies as needed.
INDEPENDENT CONSULTANT – MARKETING/PR/SPECIAL EVENTS
WineWise USA
06.2012 - Current
- Built brand awareness and drove sales volume through strategic marketing and promotional programs, including press dinners, master classes, and food & wine events for clients such as the Burgundy Wine Board, Bordeaux Wine School, Wines from Spain
- Forged strategic partnerships to produce and execute campaigns designed to build incremental sales volumes for alcoholic beverage companies and regional wine councils
- Fostered strong relationships with clients through consistent communication and collaboration.
- Assisted clients in identifying new market opportunities, leading to successful expansion efforts.
- Evaluated client marketing strategies, offering insightful recommendations on how to optimize campaigns for maximum impact.
- Created and managed project plans, timelines and budgets.
PR/MARKETING DIRECTOR, NORTH AMERICA
Viña Ventisquero
04.2007 - 06.2012
- Opened North American market for Chile’s 9th largest wine producer, creating innovative marketing and sales programs for three brands with a team of five, growing market share from 10,000 to 80,000 cases on a $250,000 annual budget
- Managed annual marketing budget, ensuring cost-effective allocation of resources for maximum impact.
- Deployed well-coordinated campaigns, events and public relations strategies to promote brands.
- Coordinated public relations efforts to secure positive press coverage for company milestones and achievements.
- Forged key relationships with US & Canadian press, industry organizations, distributors, agents, government monopolies, and key accounts, driving revenue and expanding market presence
- Boosted brand visibility by coordinating winemaker tours, media interviews, and elite press/trade events in partnership with Wines of Chile trade offices in the US, Canada, and UK
- Negotiated partnerships with Whole Foods, Operation Migration, and the World Wildlife Fund, achieving a 10% sales increase in the first year by raising brand awareness
CO-OWNER/MANAGING PARTNER
Maitre D’ Inc.
01.1991 - 01.2007
- Successfully managed the concept-to-opening process for three distinct establishments—an espresso bar, wine bar, and casual-dining restaurant—achieving a combined annual revenue of $4.0M
Education
MA - International Marketing, Finance & Law
The Fletcher School of Law & Diplomacy (Tufts/Harvard University)
Medford, MABA, Cum Laude - French & Political Science
Wellesley College
Wellesley, MASkills
- Leadership and team building
- Problem resolution
- Operations management
- Partnership development
- Product marketing
- Strategic planning
- Project management
- Marketing campaign development
- Brand positioning
- Product promotions
- Innovation
- Excellent communication
PROFESSIONAL CREDENTIALS
English
Native or Bilingual
French
Professional Working
Spanish
Limited Working
Italian
Limited Working
Certification
- Level 4 Diploma with Merit in Wines & Spirits (DWS), Wine & Spirits Education Trust, London, England
- Certified WSET Educator in Wines & Spirits
- Accredited International Burgundy & Bordeaux Educator
- Certified Sake Advisor (Sake Service Institute)
Timeline
GENERAL MANAGER
Wining Taylors, LLC (The Durand)
11.2021 - Current
INDEPENDENT CONSULTANT – MARKETING/PR/SPECIAL EVENTS
WineWise USA
06.2012 - Current
PR/MARKETING DIRECTOR, NORTH AMERICA
Viña Ventisquero
04.2007 - 06.2012
CO-OWNER/MANAGING PARTNER
Maitre D’ Inc.
01.1991 - 01.2007
BA, Cum Laude - French & Political Science
Wellesley College
MA - International Marketing, Finance & Law
The Fletcher School of Law & Diplomacy (Tufts/Harvard University)
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