With more than 20 years’ direct experience in the WA wine industry, Dean is one of the state’s most knowledgeable and respected sales strategists. One of the youngest ever state managers for revered distribution company Samuel Smith & Son, Dean has excelled in ensuring sales of multiple brands from around the globe are optimized within the WA market.

His career has also seen him delve into the export market, with a strong focus on Indonesia and China, and he has also managed warehousing, marketing, administration and strategy for hundreds of wine brands across WA and Australia.

Lauren is a true connoisseur of both sales and marketing, having worked as an account manager for Samuel Smith & Son, Negociants Australia and Vincor Australia, and as a practiced professional in brand planning, development and execution.

Having completed a Diploma of Marketing at Curtin University, Lauren is adept at all stages of the brand lifestyle, from planning and initial design, through to production, marketing and sales execution, and has an innate understanding of how a brand can be optimised to ensure diversity, balance and profitability.

Caitlin, a stylist and creative individual, is dedicated to helping brands improve their online presence by creating visually appealing and engaging social media content, websites, and branding.

Her passion lies in offering a platform for business owners to showcase their businesses proudly to the world. to guide the positive results that a business can achieve when visual elements resonate with the target audience, and branding remains consistent across all platforms.

At Craft Alliance, Caitlin collaborates with winery clients to enhance visuals, strengthen brand identity, build trust with the ideal customer, and elevate brand recognition. Managing content creation, style and design, she guides businesses on refining their branding, enhancing visual aspects, and achieving success online.

Liz has a strong background in the wine industry, showcasing expertise in marketing, e-commerce, and wine club management throughout her career. Her diverse roles have included wine sales, digital marketing, wine club operations, and cellar door event coordination at various wine and tourism businesses including The Great Escape Charter Company, Castelli Estate, Wills Domain, and Fraser Gallop Estate.

Liz holds a Certified Diploma in Digital Marketing and has experience in the online digital advertising space. At Craft Alliance, she combines these skills to oversee media relations, digital advertising, analysis, and wine club operations. Her enthusiasm lies in utilising her digital marketing expertise to help wineries effectively promote and sell their brands.

Genevieve is a senior communications specialist who finds strategic ways to tell stories, engage stakeholders, navigate issues, and create compelling and engaging content. Previously working in a PR agency, Genevieve has a sound understanding of the mainstream and industry media environment, and a holistic approach to communications for clients.

She is a strong writer, and her diverse skill set is best put to use for strategy development, content development, stakeholder engagement, media relations and project management. In 2020 she was recognised by the Public Relations Institute of Australia at its national awards as Highly Commended in the Emerging Leaders category and was a national finalist for this award at the 2020 Mumbrella awards.

Kirsty’s wine journey began in Glasgow, Scotland working for a family-owned importer and distributor of wines from around the globe. Her passion for all aspects of the wine industry has found her working with wineries all around the world, looking after domestic and international sales, distribution, and import/export. Her love of wine, food and travel has taken her all over the world and she is now proud to call Australia home.

Kirsty has worked extensively in both the Australian and the UK wine trade, most recently for Samuel Smith & Son and Negociants Australia where she has developed rich and long-lasting relationships with wine trade. With an exceptional palate, Kirsty has completed the WSET Diploma and also the first year of the Master of Wine. Kirsty is the 2012 winner of the Negociants Working with Wine Fellowship program.